 What is…
Account Development
The systematic process, methodology
and actions required to:
 Realize the full value of an account
 Help an account achieve its business
objectives by providing products and
services that support its success.
Force Field Analysis
A technique for:
 Identifying the pressures for and
against change (moving from the
current state to a desired state)
 Determining what actions will best
support and encourage the change.
 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
List the Account Objective and
your goals for the account. Step 1
Account Objective: ________________________________________________________________________
Goals: __________________________________________________________________________________________

Driving Forces Restraining Forces

Weight
Weight
 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
 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
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
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
 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.
Best of success applying Force Field Analysis to your Account Development planning!

Mike Kunkle
mike_kunkle@mindspring.com