Target account selling (TAS) is a sales strategy focusing on higher-value opportunities or accounts that would lead to significant business growth. Instead of selling in volume, TAS allows salespeople to focus on specific accounts based on variables such as revenue potential, compatibility, or industry. This procedure allows salespeople to build customized strategies and strong, long-term relationships.
Other TAS alternatives are more broad approaches like inbound marketing or overall account-based marketing (ABM), but TAS pinpoints the focus and initiates more intensive interactions.
Deals that convert
- Companies using TAS enjoyed a 50% higher chance of conversion and a 30% increase in deal size over traditional sales procedures – the priority.
- 63% of sales professionals swear that TAS helps improve company sales alignment.
- 82% of top-performing sales organizations use account-based sales methods like TAS to engage with key prospects.
- The targeted account win rate is up to three times better with traditional methods.
Get to know your customer
Target account selling is about getting to know your customer’s path and making every touch point count. It’s all about personalization, and when reps deeply understand their prospects, they can build solutions that speak.
Understanding the prospect is the essence of TAS. Leveraging personalized information to guide the sales pitch creates a more authentic relationship that leads to better sales outcomes.
Making the most out of your sales strategy
A B2B tech company implemented TAS to maximize its sales strategy. Targeting a core group of 20 high-value accounts, they created customized sales campaigns with content and outreach particular to the needs of each account. Consequently, TechCorp witnessed sales revenue grow by 25% in six months. They used past customer activity and issues of the specific industry to personalize each interaction.
Their sales teams have less time to chase leads and more to form relationships with the decision-makers at their targeted accounts.
Another example is an account-focused approach. FinTech Innovations rolled out TAS by separating its potential clients into various levels based on each client’s potential revenue. The company sales staff used advanced analytics of data in a bid to prioritize the accounts that had the highest exposure to their content online. FinTech Innovations saw an improvement of 40% in qualified leads and a 50% improvement in the speed of sales after one year. Their use of a more personalized sales process helped them better understand decision-makers and meet their individual needs, accelerating the entire sales process.
Don’t waste time
Challenge: One of the most significant challenges in TAS is correctly identifying and prioritizing the proper accounts. Without a strong data-driven solution, companies can waste time targeting low-value accounts or fail to reach influencer decision-makers.
Solution: Businesses must use predictive analytics and CRM software to analyze prospect activity, industry trends, and account fit.
Making sure you hit the targets
- Familiarize yourself with the types of accounts that are most likely to drive your business.
- Leverage analytics to prioritize and segment accounts so you’re messaging the correct ones with the correct messages.
- Build a multi-touch strategy to engage decision-makers through email, social media, phone calls, and meetings.
- Create customized pitches for every account’s challenges, pain points, and needs.
- Track performance, adjust approaches, and refine targeting regularly to maintain pace with your best-performing accounts.
