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An Account Development Plan (ADP) is a strategic document used in sales and business development to promote the growth and success of a specific business account. It focuses on identifying opportunities, setting objectives, and developing action plans to strengthen the relationship with a particular customer and increase revenue.

1. Account Business Value Statement

An Account Business Value Statement is a concise and clear articulation of the value that a product, service, or solution brings to a specific business account or customer. It is a statement that highlights the unique benefits and advantages that the offered solution provides to the customer's business.

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Please write down what value you as a supplier will bring to the account as seen by the account.


Please list  your “SMART” objectives to achieve your value statement above.

What are SMART objectives

  1. Specific: Objectives should be clear and specific, leaving no room for ambiguity. They answer the questions: What needs to be accomplished? Why is it important? Who is involved? Where will it take place?

  2. Measurable: Objectives should be quantifiable or at least verifiable. They include concrete criteria that measure progress toward the attainment of the goal. This allows for tracking and evaluation. Questions to consider include: How much? How many? How will I know when it's accomplished?

  3. Achievable: Objectives should be realistic and attainable, considering the resources available. While it's good to set ambitious goals, they should not be so far-fetched that they are impossible to reach. Questions to consider include: Is the goal reasonable? Can it be achieved given the constraints?

  4. Relevant: Objectives should be aligned with broader goals and objectives. They should be relevant to the overall mission and purpose. This ensures that efforts are focused on what truly matters. Questions to consider include: Does this goal align with our broader objectives? Is it the right time to pursue this goal?

  5. Time-Bound: Objectives should have a specific timeframe for completion. This adds a sense of urgency and helps prevent goals from dragging on indefinitely. Questions to consider include: What is the deadline? When will we see results?

What stages are likely to occur in the selling process?

  1. Initial research

  2. Analysis of data

  3. Set objectives

  4. Plan stages

  5. Develop relationships

  1. Further investigation

  2. Consider risks/opportunities

  3. Determine solutions (add value)

  4. Effectively negotiate

  5. Gain commitment now/ongoing

What specific information do we need?

About the customer: ______________________________________________









About the contacts: ________________________________________________









About the competition: _______________________________________________






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2. Target Individuals

Who are the key individuals who can influence and/or authorise a key decision and/or purchase?  Please list their name, whether they are an authoriser or influencer and their primary DISC style profile.

Below, you can find an explanation of the DISC model



What is the DISC model? 

The DISC model is a behavioral assessment tool that is used to understand and analyze human behavior. It is based on a theory developed by psychologist William Moulton Marston in the 1920s. The DISC model identifies four primary personality traits, each represented by a corresponding letter:

  1. Dominance (D): Individuals with a dominant style are typically assertive, decisive, and results-oriented. They focus on accomplishing tasks and achieving goals, often taking charge and leading others.

  2. Influence (I): People with an influential style are sociable, outgoing, and enthusiastic. They thrive on building relationships, are persuasive communicators, and enjoy working in teams.

  3. Steadiness (S): Individuals with a steadiness style are cooperative, patient, and dependable. They value harmony, seek stability, and are often supportive team members who prioritize relationships.

  4. Conscientiousness (C): Those with a conscientious style are analytical, detail-oriented, and systematic. They emphasize accuracy, quality, and precision, and they tend to approach tasks in a careful and methodical manner.

The DISC model is often represented as a circular diagram, with each of the four personality traits occupying a quadrant. People are considered to have a blend of these traits, with one or two typically being more dominant in their behavior. The model is widely used in various settings, including workplace training, team development, and personal development, to enhance communication, teamwork, and understanding among individuals with different behavioral styles. DISC assessments and workshops are commonly employed in organizational contexts to improve collaboration, leadership, and interpersonal relationships.

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