Can You Use Close As An Account Mapping Tool For Potential Customers?

SaasReview Editor

May 2, 2021

Table of Contents

Account-based marketing (ABM) is changing the B2B marketing and sales landscape due in part to its success in targeting high-value target accounts — but it’s a complex strategy to handle. ABM has many moving parts that must all work together in order for the organisation to succeed.

Strategic preparation makes ABM mapping, like any other part of marketing, simpler. The better approach is to engage on a deeper level with your clients, recognise decision-makers, and reach an agreement. On a realistic level, plotting accounts and visualising relationships is an excellent sales technique.

Discover why Close is the most powerful account mapping centralised marketing tool that your marketing leaders and sales professionals would ever need.

What Is Account Mapping?

Account mapping is a technique for visually depicting data points and relationship dynamics at a potential organisation. It is used by salespeople to gain a greater understanding of the activities of an organisation and to recognise key decision-makers. Unlike a typical org map, an account diagram considers informal hierarchies when deciding the “right way of sale.” Even if the leads you send to your sales team are only marginally qualified, the chart will assist you in broadening your network and identifying new opportunities.

A well-constructed account map, as opposed to dispersed CRM details, provides a comprehensive view of your prospects and customers. Knowing who makes decisions and manages budgets allows you to develop professional relationships with those who matter.

The charts can also be used to track your progress during the sales cycle.

There are five reasons why you should begin monitoring purchases from third-party vendors.

Account maps are an ideal way for sales representatives to market complicated business applications that fill data gaps in CRMs and other sales tools.

Here are significant sales approaches that highlight your account mapping and gain potential customers:

1. It shows future clients that you care

At least 85% of prospects and customers are dissatisfied with their initial contact. So, why aren’t salespeople putting in the necessary effort? You would have less time to learn about a firm if your team is aggressively prospecting all of them. When you use a generic pitch, it’s difficult to win stakeholders’ confidence. Most sales reps turn to blogs and marketing teams’ collateral to learn more about their clients.

An account map will assist you in learning more about a potential client’s company, customers, and issues. It allows you to stand out from the crowd of generic sales calls by introducing you to key managers and providing pertinent details about them. After all, you now have more names to contact and sell to because you now know all of the decision-makers at a specific company – either through your research or through partner account mapping techniques.

2. You’ll discover who makes decisions at your potential employer

The primary decision-maker most likely did not know how your product could help the organisation achieve its goals. It’s also possible that the company contact (who liked your product) would be promoted and given more authority over business decisions. An updated account map reflecting the prospect organization’s business centres is helpful in these circumstances.

Account mapping will provide your sales reps with a clear picture of who they may encounter during the sales process as well as who may be involved in the decision-making process.

You can use the data to build a strategic relationship with blockers, influencers, and clients, as well as keep in touch with existing contacts. Furthermore, the chart makes it easy to revisit an old relationship during future sales calls if desired.

3. Shows potential risks in the individual account mapping process

In most companies, the entire sales process is managed by a single individual. But, what happens if this contact leaves the target firm? You’ll likely need to earn back your target personas and block future interactions with this customer. As a result, expanding the network and creating contingency plans is a smart idea. Internal complexities are shown by account charts, which make it easier to interact with different people. It makes sense to develop several key contacts from target companies to gain a deeper understanding of marketing campaigns and their buyer persona.

When you combine the information from all of the contacts associated with a lead, you get more detail to help you close the deal. If you’ve saved your lead data there, Close will help you group contacts and addresses that belong to the same lead.

4. Make Your Sales Pitch Personal

A good sales pitch must convey the intended message concisely and persuasively.

If your sales pitch is on point, you’re on the right track to making money.

The first few minutes of a business conversation set the tone for the rest of the conversation. Make certain that you utilise this sales pitch to convince the prospect of the superiority of the service you’re offering. On the other hand, if you try to get around the hierarchy because of internal business politics, you risk jeopardising your current key relationships.

Partnership-driven account mapping can thus be a powerful tool for getting straight to the point and acquiring the precise intelligence required to make inroads into key target accounts. Furthermore, account maps aid in the development of positive partner relationships.

Know how to close your sales pitch with Pipedrive here.

5. It aids in internal account delivery and overall sales growth

To nurture leads and deliver accounts, you must collaborate with other departments within your business. The account manager would benefit from an account map because it effectively conveys tribal details about the client. The information acquired would assist in the elimination of potential administrative burdens. Close helps you to discuss your leads with your coworkers. If required, the staff should assign tasks to the support and account management departments.

6. Provide access to your CRM data

Your CRM contains a wealth of account information. When data is limited to rows, it is usually disorganised and difficult to reach. It does not convey the level of organisation required for a salesperson to effectively work on a particular account. Reps will suddenly connect the dots and fill in the gaps after entering all of the account information into an account map. They begin to realise that sale isn’t necessarily best achieved at the top of the organisation chart.

Instead, they should research to decide everyone knows who in the business and who will be the best person to introduce them. Sales Reps begin to note partnerships that aren’t visible on the org map but are focused on shared interests and have the potential to convince blockers and mobilizers.