How do you use account reviews to showcase your value proposition and differentiation?

1 Plan ahead

The first step to a successful account review is to plan ahead and prepare the agenda, materials, and participants. You should align the account review with the client's goals, expectations, and feedback, and focus on the outcomes and value that you have delivered. You should also anticipate any questions, concerns, or objections that the client may have, and prepare your responses and solutions. Finally, you should invite the right people to the account review, both from your side and the client's side, and ensure that they are well-informed and engaged.

2 Structure your presentation

The second step to a successful account review is to structure your presentation in a clear, concise, and compelling way. You should start with a summary of the account's status, achievements, and challenges, and highlight the key metrics and KPIs that measure your impact. Then, you should showcase your value proposition and differentiation, and how you have helped the client solve their problems, improve their situation, and reach their goals. Next, you should address any issues or risks that may affect the account's performance or satisfaction, and propose your action plan and recommendations. Finally, you should end with a call to action and next steps, and ask for the client's feedback and input.

3 Engage your audience

The third step to a successful account review is to engage your audience and make the account review a two-way conversation. You should use storytelling, visuals, and data to make your presentation interesting, relevant, and persuasive. You should also ask open-ended questions, listen actively, and acknowledge the client's perspective and emotions. You should avoid using jargon, acronyms, or technical terms that may confuse or alienate the client, and instead use simple and clear language that speaks to their needs and interests. You should also be prepared to handle any objections or questions that the client may have, and respond with confidence and empathy.

4 Follow up

The fourth step to a successful account review is to follow up and reinforce the key messages and actions from the account review. You should send a thank-you note to the client and the participants, and summarize the main points and outcomes of the account review. You should also attach any relevant documents, reports, or resources that support your presentation or address the client's questions. You should also set a timeline and expectations for the next steps, and assign roles and responsibilities for both parties. You should also track and monitor the progress and results of the action plan, and communicate regularly with the client until the next account review.

5 Benchmark your performance

The fifth step to a successful account review is to benchmark your performance and measure your effectiveness. You should compare your account's performance and satisfaction with industry standards, best practices, and competitors, and identify your strengths and areas for improvement. You should also solicit feedback from the client and the participants, and evaluate your account review process and presentation. You should use the feedback and data to improve your account management skills, strategies, and tactics, and to demonstrate your value proposition and differentiation to the client.

6 Align with your strategy

The sixth step to a successful account review is to align your account review with your overall account management strategy and goals. You should use the account review as a tool to build trust, loyalty, and retention with your client, and to grow and expand your account. You should also use the account review as a platform to showcase your expertise, insights, and solutions, and to position yourself as a strategic partner and advisor to your client. You should also use the account review as an opportunity to uncover new needs, challenges, or opportunities for your client, and to propose new products, services, or solutions that can add value to your client.