Inline Plastics Playbook v2 JUL-21

Account Relationship Tracker for High Payoff Activities - Salesforce

Account Relationship Tracker Activities

Value

When it comes to the top 10 accounts in each basket of the pipeline, we need to keep track of how often, how, and when have they been “touched.” That is when was the last time we had a face-to-face conversation or got in touch by phone call, snail mail, email, social media, or text. It takes at least nine touches to build basic recognition that we exist, and those nine touches will not get someone ready to buy. In fact, the number of touches needed has been increasing as business people tend to hide behind voicemail and email and whatever else they use as a gatekeeper. If they want to hide, it is not hard. With so many touches required to breakthrough, you can see that a systemic approach is essential so that you do not have to start from scratch every time. The nature of touches can vary widely. You might communicate about general business information. You might talk about news and insights that are relevant to their industry. You might let them know what sets you and your company apart. Sometimes the touch can be just to share something fun or something personal. A good Account Relationship Tracker does more than keep track of how often and when you have touched base with a potential client. It also measures the quality of those touches, which is what wins a new client. Frequently, an ineffective context can become annoying and turn off a potential customer. Quality touches are those that generate trust. They help your contact get to know you, and the more they get to know and like you, the more they trust you, and ultimately a sale is a transfer of trust. Our Sales leaders have built the Inline Account Relationship Tracker along with point value for each touch. Use Salesforce’s Account relationship tracker to record the touches and keep it updated. Indicate the personality style of each contact. Look for ways to make this time- efficient.

Customer plant/store tour

30 30 30 30 30 25 20 20 20 15 10 10 20

Dinner meeting Inline plant tour

Top-to-Top Meeting

Present - Customer Sales Meeting Face-to-Face Meeting w/Presentation

Lunch meetings

High Value In-person social/networking event ( i.e. golf team play, etc.)

Trade Show Walk w/Customer Response from levels above Buyer Quick Meeting - No Presentation

S A L E S P L AY B O O K

Send new product samples

Send product marketing literature

Low Value In-person social/networking event (i.e. quick chat @ event)

10

Phone meetings Handwritten notes

10

7 7 7 7 5 5 4 3 1

CONFIDENTIAL INFORMATION – For Internal Use Only Account Dev Email Response

Account Dev Text Response Non-formal phone calls Personal gifts (i.e. holiday) Sharing paper articles Sharing digital articles Cold Calling (LEADS ONLY)

Connecting on social media (i.e. LinkedIn)