Module 1 - Introduction to Relentless Depth
Module 2 - Defining Your "Inch"
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How to Map Your Core Market (12:31)
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Using 80/20 to Identify High-Potential Accounts (16:17)
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The "Core 20" Account List Excercise (18:18)
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Differentiating Between "Nice-to-Have" vs. "Anchor" Accounts (8:14)
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CHEAT SHEET: How to Identify and Build Your Core 20 Accounts
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How to Use the Cheat Sheet
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TEST your knowledge!
Module 3 - Mattering More to Your Customers
Module 4 - Building Deep Account Relationships
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Account Penetration Strategies: Shelf, Displays, By-the-Glass, and Banquets (10:41)
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The Power of Experiential Marketing in the Trade (events, staff training, tastings, etc) (8:56)
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Strategically Partnering with Distributors in the "Modern" Fashion (9:29)
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Sales Outreach Framework for Relentless Depth Conversations (12:12)
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TEST your knowledge!
Module 5 - Activating Relentless Depth in the Field
Module 6 - Course Correction and Scaling Up
Module 7 - Putting it All Together
Resources and Bonus Content
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One Page Reference Summary: Understanding What Your Customer’s Customer Values Most (printable)
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Copy of the Value Add Matrix (printable)
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Creating Emotional Business Loyalty - Quick Reference Summary (printable)
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Account Penetration Scorecard (printable)
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Experiential Marketing Checklist (printable)
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Modern Distributor Partnership Framework (printable)
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The Relentless Depth Sales Outreach Framework (printable)
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Accountability -Engagement Matrix (printable)
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Modern Activation Checklist (printable)
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Activation Budgeting Worksheet (printable)
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Account Exit Playbook Worksheet (printable)
