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The 12 most common Major Account Selling mistakes made by technology companies:
1. Overreliance on technology
Relying on your technology to gain competitive advantage to the exclusion of other important market factors.
2. Not protecting current accounts
Not satisfying and protecting your existing current major accounts. (Chasing after what you don't have at the expense of what you do.)
3. Being all things to all people
Trying to be all things to all people versus focusing on a well-defined major account customer target.
4. Sales vs. relationship focus
Viewing and treating major account selling like a sale versus a customer development processa.k.a. coming from a "sell to" versus a "sell through" frame of reference.
5. One size fits all
Having a single sales strategy for all major accounts despite their individual needs and marketplace.
6. Lack of customer knowledge
Not knowing your customer and your customer's customer.
7. Rhetoric instead of value
Relying on persona and sales techniques instead of value propositions and value delivery.
8. Lack of a team approach
Not instituting and using a "team sales" approach which includes your company management, marketing, sales, and customer service operating under a cohesive plan.
9. Not managing customer expectations
Failing to understand, set, and manage customer expectationsi.e., over-promising and under-delivering.
10. Living in the past
Relying on past actions and relationships to carry a new day and a new customer situation, especially one with a new cast of characters.
11. Not knowing all the people
Not knowing about all of the buying influences involved in the sale and what each is looking for in the relationship.
12. Not benchmarking performance
Not benchmarking performance and ROI after the agreements are signed.
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