How to create a relevant company profile

As a skilled account manager, you should know your clients as well as your own business. The starting point for all your offers, solutions and services is a thorough understanding of the situation and profile of the company. Even in professional cold calling or in sustainable customer relationship management, clear and practice-oriented company profiles are the basis for successful and target-oriented work.

A company profile includes, among other things, the articulation and definition of your client's mission, vision and strategy. You should also identify and include long-term goals. A popular tool for developing the strategic positioning and a clear presentation of the central elements of a company analysis is the SWOT analysis.

Here the four points strengths, weaknesses, opportunities and threats are listed in a matrix. Strengths and weaknesses have to be considered internally and deal with the company itself. Opportunities and risks, on the other hand, must be identified with regard to the market and the environment and are therefore external characteristics.

If you want to conduct a high-quality SWOT analysis, there are also a few guidelines to follow. Always look at your results, reasoning and points of analysis from your customer's perspective. In the analysis of a company there is no room for your personal point of view and a subjective evaluation.

Instead, think about what your customer considers a weakness or what he can recognize as a strength. If possible, ask the client's opinion and prepare specific questions.

For relevance and prioritization, write no more than 3 items on a topic. Especially in Key Account Management you should take enough time for this and repeat your analyses regularly.

The evaluation of the SWOT analysis succeeds above all by linking the individual points with each other. Matching strengths and opportunities has the highest priority. Find out where your customer's strengths overlap with market developments and trends and use this as a basis for your actions.

Risks and dangers require proactive avoidance and balancing. You have to become aware of the weaknesses and evaluate them realistically. You only work on these if you have to work on them, because they are worth it. Ask yourself: What can the customer do completely differently and what does this result in?