Does This Account Have a Reason to Buy?

Reasonably. That word matters.

If a retailer follows best practices, gets the program running and spends a reasonable amount promoting it, can the additional profit cover the full cost and leave something worthwhile? That is where we need to start.

Same industry does not mean the same case.

Take two cosmetics companies. One sells most of its products through Walmart and Target. The other sells through its own website and stores. Same industry. Different sales channels. Different access to customers. Different ability to influence repeat purchases and measure the results.

We cannot give them the same business case just because they both sell cosmetics. Understand the business first. Then examine what the program could change and what it would cost.

Show the assumptions. Let the buyer correct them.

Use relevant benchmarks. Show the assumptions. Let the buyer correct them. Then check whether the vendor can actually deliver the solution. The account needs to be good business for the vendor, and the vendor needs to be a good investment for the account.

Then examine intent and timing. An evaluation, replacement project or approaching contract renewal can help explain when to act. We still need the economics and delivery conditions to work.

This is the discipline behind Alma Hunter: establish a reason to pursue the account, show the evidence and make the next step clear. Give your salespeople answers they can use.