Force Field Analysis - Applied to Account Development
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A fun and effective way to apply Kurt Lewin's force field analysis concept to sales, specifically account development.
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Force Field Analysis - Applied to Account Development
- 2. What is… Account Development Force Field Analysis The systematic process, methodology A technique for: and actions required to: Identifying the pressures for and Realize the full value of an account against change (moving from the Help an account achieve its business current state to a desired state) objectives by providing products and Determining what actions will best services that support its success. support and encourage the change.
- 3. Getting Started Establish an Account Objective Analyze the situation by using the Force Field Analysis method Using the results, create an Action Plan to achieve your Account Objective Account Objective: ________________________________________________________________________ Goals: __________________________________________________________________________________________ Driving Forces Restraining Forces 1 2 3 2 Weight Weight 2 5 5 1 1 3 1
- 4. List the Account Objective and your goals for the account. Step 1 Account Objective: ________________________________________________________________________ Goals: __________________________________________________________________________________________ Driving Forces Restraining Forces Weight Weight
- 5. Step 2 List the factors that are moving you toward those goals (Driving Forces), and the things that are holding you back from achieving your goals (Restraining Forces). Driving Forces Restraining Forces Weight Weight
- 6. Step 3 Add the weighting… how powerful is each driving or restraining force? Account Objective: ________________________________________________________________________ Use a 1-5 scale, with 5 being the Goals: __________________________________________________________________________________________ heaviest. Driving Forces Restraining Forces 1 2 3 2 Weight Weight 2 5 5 1 1 3 1
- 7. Brainstorm how to remove Restraining Forces or reduce their weight. Step 4 Account Objective: ______________________________________________________________________ Goals: __________________________________________________________________________________________ Driving Forces Restraining Forces 1 1 3 2 Weight Weight 2 3 5 1 1 3 1
- 8. Brainstorm how to add Driving Forces or increase their weight. Step 5 Account Objective: ______________________________________________________________________ Goals: __________________________________________________________________________________________ Driving Forces Restraining Forces 1 1 5 2 2 3 Weight Weight 5 1 4 3 5 1 5 5
- 9. Step 6 Using your current Account Development methodology: Document your Account Objective, Goals, and any related relationship, contact, information- gathering, or other factors. Document the actions required to add or increase Driving Forces and reduce or eliminate Restraining Forces into your Action Plan for achieving the Account Objective and Goals.
- 10. Best of success applying Force Field Analysis to your Account Development planning! Mike Kunkle mike_kunkle@mindspring.com