{"id":12549,"date":"2020-10-28T14:50:03","date_gmt":"2020-10-28T14:50:03","guid":{"rendered":"https:\/\/sandler.dsstaging2.com\/case-study\/kare-the-go-to-planning-tool-for-q4\/"},"modified":"2025-07-24T05:44:01","modified_gmt":"2025-07-24T05:44:01","slug":"kare-the-go-to-planning-tool-for-q4","status":"publish","type":"post","link":"https:\/\/sandler.com\/blog\/kare-the-go-to-planning-tool-for-q4\/","title":{"rendered":"KARE: The Go-To Planning Tool For Q4"},"content":{"rendered":"\r\n<p>Whether you are a sales leader responsible for an entire team\u2019s performance or a single salesperson looking to hit your income target, <strong>Sandler\u2019s KARE tool is a simple, powerful resource well worth spending some time with in Q4<\/strong>.<\/p>\r\n<p>KARE will serve you well as a planning and prioritization tool for closing this year as strong as possible&#8230; and for setting yourself and your organization up for a great next year.<\/p>\r\n\r\n\r\n\r\n<p>KARE helps salespeople by giving them simple guidelines for segmenting their accounts into <strong>four<\/strong> different groups. This is an important, often-ignored starting point, because <strong><em>different sales opportunities are driven by different objectives<\/em><\/strong>, and they require different levels of prioritization and different strategies.<\/p>\r\n<p>Take a look at the <a href=\"\/blog\/kare-for-your-accounts\/\">KARE model<\/a> now and notice first and foremost how simple it is.<\/p>\r\n\r\n\r\n\r\n<p>Effective segmentation using this bare-bones analytical model prevents you from having to reinvent the wheel every time you approach a new opportunity. It allows you to categorize accounts and identify specific characteristics relevant to your objective as a seller, group those accounts for marketing and outreach purposes, identify the right priorities, and create template approaches so you can maximize your personal efficiency within each quadrant.<\/p>\r\n<p>Let\u2019s take a brief overview of each of the four KARE categories now:<\/p>\r\n\r\n\r\n\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/sandler.com\/blog\/kare-the-go-to-planning-tool-for-q4\/#Keep_These_are_%E2%80%9Cmaintenance%E2%80%9D_accounts_you_want_to_keep_doing_business_with\" >Keep: These are \u201cmaintenance\u201d accounts you want to keep doing business with.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/sandler.com\/blog\/kare-the-go-to-planning-tool-for-q4\/#Attain_New_business_you_want_to_win_is_in_this_category\" >Attain: New business you want to win is in this category.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/sandler.com\/blog\/kare-the-go-to-planning-tool-for-q4\/#Recapture_These_are_lapsed_accounts\" >Recapture: These are lapsed accounts.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/sandler.com\/blog\/kare-the-go-to-planning-tool-for-q4\/#Expand_Usually_the_most_profitable_accounts_are_those_that_are_already_buying_and_have_high_growth_potential\" >Expand: Usually the most profitable accounts are those that are already buying and have high growth potential.<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Keep_These_are_%E2%80%9Cmaintenance%E2%80%9D_accounts_you_want_to_keep_doing_business_with\"><\/span><strong><span style=\"text-decoration: underline;\">Keep<\/span>: <\/strong>These are \u201cmaintenance\u201d accounts you want to keep doing business with.<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>They typically offer low growth potential and low risk. They are easy to do business with and make regular repeat purchases.<\/p>\r\n<p>However, they may be significant revenue producers and may need to be managed accordingly. Do you know what is required from each account for them to keep buying?<\/p>\r\n\r\n\r\n\r\n\r\n\r\n<h3><span class=\"ez-toc-section\" id=\"Attain_New_business_you_want_to_win_is_in_this_category\"><\/span><strong><span style=\"text-decoration: underline;\">Attain<\/span>: <\/strong>New business you want to win is in this category.<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n<p>They are typically low risk, but with a potentially high cost of pursuit and high growth potential. They are probably already buying from a competitor.<\/p>\r\n<p>Are you hunting for new business because it makes the best commercial sense or for the glamour? How much of your revenue goal is expected to come from net new accounts?<\/p>\r\n<p>What does this mean in terms of your likely <a href=\"\/blog\/sandler-research-center-report-pipeline-health\/\">pipeline value<\/a> over the next sales cycle, given your typical close rate for new account acquisition? \u00a0Are you pursuing new business at levels that allow you to grow, or are you standing still because of high churn rates?<\/p>\r\n\r\n\r\n\r\n<h3><span class=\"ez-toc-section\" id=\"Recapture_These_are_lapsed_accounts\"><\/span><strong><span style=\"text-decoration: underline;\">Recapture<\/span>: <\/strong>These are lapsed accounts.<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n<p>Typically, either you blew it and lost the account in the past, or there was a problem within the account that froze budgets, or a new executive came in and replaced you with one of their favored suppliers.<\/p>\r\n<p>Questions to ask here include: Is there sufficient growth potential? Is the cost of pursuit acceptable? Is there an additional strategic value in recapturing these accounts? Are there decision makers in the account who still favor your company? Have they simply stopped placing new orders, while still using your product or service?<\/p>\r\n\r\n\r\n\r\n<h3><span class=\"ez-toc-section\" id=\"Expand_Usually_the_most_profitable_accounts_are_those_that_are_already_buying_and_have_high_growth_potential\"><\/span><strong><span style=\"text-decoration: underline;\">Expand<\/span>: <\/strong>Usually the most profitable accounts are those that are already buying and have high growth potential.<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n<p>Your aim here is either increasing the range of products you sell to them or expanding their purchasing into parent companies, sister companies, subsidiaries, joint venture partners, etc.<\/p>\r\n<p>Have you completed a solution \u201cheat map\u201d identifying what they buy and don\u2019t buy\u2026so you can have a clear view of the likely opportunities?<\/p>\r\n\r\n\r\n\r\n<p>As we enter the <a href=\"\/blog\/act-now-gain-more-q4\/\">final quarter of the year<\/a>, a few critical insights emerge for sales professionals taking on that question.<\/p>\r\n\r\n\r\n\r\n<p>The first and most important has to do with the importance of <strong><em>setting KARE priorities strategically, rather than by force of habit<\/em><\/strong>.<\/p>\r\n<p>The fact that a given salesperson is most comfortable or familiar or enthusiastic about pursuing (for instance) <strong>KEEP<\/strong> opportunities does not mean that these should automatically rise to the very top of that person\u2019s to-do list, or dominate the to-do list altogether.<\/p>\r\n<p>Time and attention are precious. Make conscious choices about where you will be investing that time and attention, and make sure those choices align with your team\u2019s and your organization\u2019s strategic objectives. In our experience, individual salespeople typically overinvest time and attention in the <strong>KEEP<\/strong> quadrant and spend less time and attention than they should in the <strong>RECAPTURE<\/strong>, <strong>ATTAIN<\/strong>, and <strong>EXPAND<\/strong> quadrants.<\/p>\r\n\r\n\r\n\r\n<p>Complicating this picture is the reality that <strong><em>the behaviors, attitudes, and techniques required for conducting a successful pursuit in each quadrant will vary<\/em><\/strong>.<\/p>\r\n<p>Not everyone is able to be equally successful everywhere. People with strong \u201chunter\u201d skills lend themselves more to <strong>ATTAIN<\/strong> accounts, while people with strong \u201cfarmer\u201d skills tend to gravitate toward <strong>KEEP<\/strong> accounts. One big question for sales leaders is: Have you aligned your sales resources to the most important accounts with optimum effectiveness?<\/p>\r\n\r\n\r\n\r\n<p>Each organization and each team must<a href=\"\/podcasts\/how-to-succeed-at-end-of-the-year-goal-setting-podcast\/\"> set its own priorities<\/a>, of course, but as we close out this year and begin laying the groundwork for a stronger upcoming year, we may want to <em><strong>look more closely at the RECAPTURE and EXPAND quadrants <\/strong><\/em>as we establish those priorities.<\/p>\r\n<p>We could end up discovering that many of the people whose budgets declined or evaporated in Q2 and Q3 due to the global health crisis are back on their feet and open to discussing the possibility of doing business together again \u2013 in the short term. That\u2019s good news for the current year.<\/p>\r\n<p>In addition, we may find that some of the people we are already doing business with will, if we analyze the situation collaboratively with them as part of a proactive business review process, present major new opportunities that can be developed in the longer term.<\/p>\r\n<p>The cost of selling to an existing customer is widely believed to be on average one-ninth to one-sixth the cost of selling to a new customer. It usually makes more sense to spend your time pursuing these opportunities than it does to hunt down new customers.<\/p>\r\n<p>You may end up deciding that making that kind of pursuit a priority makes sense for you and your organization this quarter.<\/p>\r\n\r\n\r\n\r\n<p><strong>Segmented your accounts? Now make the most of them. Watch Sandler&#8217;s <a id=\"menur44q\" class=\"fui-Link ___1q1shib f2hkw1w f3rmtva f1ewtqcl fyind8e f1k6fduh f1w7gpdv fk6fouc fjoy568 figsok6 f1s184ao f1mk8lai fnbmjn9 f1o700av f13mvf36 f1cmlufx f9n3di6 f1ids18y f1tx3yz7 f1deo86v f1eh06m1 f1iescvh fhgqx19 f1olyrje f1p93eir f1nev41a f1h8hb77 f1lqvz6u f10aw75t fsle3fq f17ae5zn\" title=\"https:\/\/sandler.com\/webinars\/pipeline-mastery-process-progress-pruning-prospecting\/\" href=\"https:\/\/sandler.com\/webinars\/pipeline-mastery-process-progress-pruning-prospecting\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Link Pipeline Mastery webinar\">Pipeline Mastery webinar<\/a> to strengthen your Q4 strategy.<\/strong><\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Whether you are a sales leader responsible for an entire team\u2019s performance or a single salesperson looking to hit your income target, Sandler\u2019s KARE tool is a simple, powerful resource well worth spending some time with in Q4.<\/p>\n","protected":false},"author":15,"featured_media":12550,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1120],"tags":[1133,1057,1112],"class_list":["post-12549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-goal-setting","tag-professional-development","tag-sales-management-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - 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