Every client has a story, and knowing it can make or break your strategy. By understanding their history—the wins, the struggles, the turning points—you’ll craft plans that feel thoughtful and tailored. This week is all about diving deep into that backstory and uncovering the insights that will set you apart.
Your Mission
Dig into the past.
Pick one of your key accounts and take a closer look at their history. Here’s what you’re looking for:
- Big Moments:
Jot down the key milestones—when they signed on with your company, big wins, or even tough times. - Wins and Losses:
Highlight standout moments. What projects succeeded? Which ones fell flat? Maybe you solved a major problem or lost a deal to a competitor—both matter. - Relationship Highlights:
Note the important touchpoints. How has the relationship evolved? Any standout meetings, leadership changes, or moments of connection?
Think of it as creating a “greatest hits (and misses)” album for your client.
Quick Tips to Get Started
- Phone a Friend: Chat with colleagues in other departments or those who’ve worked with this client before—they might know the untold stories or valuable details.
- Check the Archives: Look at old account plans, project reports, or emails. You might uncover patterns or overlooked trends.
- Explore Their Website and Socials:
- Visit their website for press releases, company milestones, and leadership updates.
- Check social media for announcements, campaigns, or company culture insights.
- Find the Themes: Are there recurring challenges? Big wins worth celebrating? New opportunities emerging?
Reflection Questions
Once you’ve gathered the information, take a step back and think about what it all means. Use these questions to dig deeper:
- Patterns:
- Are there recurring challenges or successes?
- What themes stand out in their history?
- Decisions:
- How have their past decisions shaped where they are today?
- What does their history tell you about how they approach problems or opportunities?
- Opportunities:
- Where do you see potential for growth based on their past successes or struggles?
- What gaps or unmet needs stand out?
- Relationships:
- How has your relationship evolved?
- Are there moments that show trust-building—or times when trust may have wavered?
- Risks:
- Are there unresolved issues from the past that could resurface?
- Could any patterns of past challenges point to potential future problems?
By considering both opportunities and risks, you’ll not only strengthen your understanding of the account but also prepare for what might come next.
Join the Conversation
Let’s talk!
Hop into the community forum and share:
- “What’s one surprising thing you discovered about a client’s past?”
It’s not just about documenting the past—it’s about uncovering the insights that make the future brighter.
Responses