A fun and effective way to apply Kurt Lewin's force field analysis concept to sales, specifically account development.

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

3.  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

4. List the Account Objective and
your goals for the account. Step 1
Account Objective: ________________________________________________________________________
Goals: __________________________________________________________________________________________
Driving Forces Restraining Forces
Weight
Weight

5. 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

6. 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

7. 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

8. 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
5

9. 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.

10. Best of success applying Force Field Analysis to your Account Development planning!
Mike Kunkle
mike_kunkle@mindspring.com