IT REQUIRES A VERY UNUSUAL MIND TO UNDERTAKE THE ANALYSIS OF THE OBVIOUS

Annual reviews are valuable tools for evaluating the activities of an account, their industry in general, their competitors and your companys strengths and weaknesses with your customers. Re-analyzing your market segments and accounts periodically will help you reclassify and prioritize accounts, if necessary, and give you insight into new markets and trends.

When you conduct your annual review with your customers, encourage an open and honest discussion of where you have been and where youre going together. This will give you additional feedback about your customers level of satisfaction, provide an opportunity to introduce new products or services, convey you care, and strengthen the trust bond between you.

With A customers, meet in person; with B customers, conduct the annual review over the phone; and with C customers, do the annual
review via mail or e-mail. Give some thought to making the meeting effective, especially with A customers:

1. Arrange a breakfast or lunch meeting, depending on the personal style of your customer.
2. Select a place that is well-lit, quiet and conducive to conversation. If your office or your clients office is not suitable, most hotels have boardroom-style meeting spaces that are fully equipped with A/V equipment, flip charts, and food service.
3. Invite everyone participating in the account from both companies.
4. You and your customers should bring all the records needed to discuss the previous years business.
5. Allow an adequate amount of time for the meeting, but do set a limit. As much as you do not want to rush the discussion, you also
6. should not let it continue beyond a reasonable amount of time.
7. Be organized. Know what you want to talk about and proceed in a logical, flexible manner. Take notes, if necessary, and send a clean, typed copy to the other participants.
8. Listen carefully for implied needs, concerns, and opportunities.
9. Reiterate your desire to be of service and maintain an open, trustworthy relationship.
10. After the review, offer a new idea, service, product or a special promotional item, when possible. This is an excellent opportunity to spark their interest in something new.
11. During your conversation, look for opportunities above and beyond their immediate horizon. Ask for referrals and testimonial letters, if appropriate.