1.3 GLOSSARY

MODULE REFERENCES GIVEN IN BRACKETS

Account Development (5.1) - a variety of planned & unplanned activities related to expanding any Client Account (revenue, profit & profit margin) including increasing Client information/knowledge, developing existing business relationships, identifying new Client contacts, prospecting & propositioning for new sales opportunities, qualifying every sales opportunity regarding appropriateness, capability & overall net profit, etc. The main components are managing the Account File (4.2), Account Action Planning (5.1), Client Contact Management (6.1), Relationship Management (6.2), Sales Propositions & Opportunities (7.1), Sales Opportunity Qualification (7.2), Interviews Conducted by the Client (8.2) and Risk Management (10.1). Although there is no future without opportunities for sales, inadequate qualification of sales opportunities can have disastrous financial consequences and a very damaging effect on morale.

Account File (4.2) - the nucleus of any Account Management practice which is owned by the Account Manager and contains extensive information relating to: - the Supplier's mission statement(s), strategy(ies), goals, targets & action plans - Client overview, background & detailed profile - the Account's current business position, rolling 12 month delivery performance, sales & marketing initiatives & results - all other supplementary activities & supporting documents A dogged determination to learn more & more about the Client should never diminish. Without an up-to-date Account File, failure is almost certain.

Account Management [AM] (1.2) - the consistent management & control of all activities & information relating to individual Client Accounts focussed on achieving long term revenue & profit growth and developing strong business relationships at all levels throughout the Client organisation. The main components are managing the Account File (4.2), Account Action Planning (5.1), Balanced Scorecard (5.3), SWOT Analysis (5.2), Client Satisfaction Surveys (9.1), Account Progress Reviews with the Client (8.1), People Performance & Objectives (6.6), Account Performance Reviews (5.4) and Risk Management (10.1). Teamwork, commitment & pride are the keys to Client satisfaction.

Account Manager (2.1) - the person responsible for managing & developing the Client Account (internally & externally) who is pivotal regarding future success. In addition to planning, custodian of the Account File, initiating various performance-related reviews & analyses and managing risk, Account Managers are the face of their Company when it comes to dealing with Clients and third parties. So, they must understand and engage with the Client culture. They must also be very visible at the Client site and regarded as an ally by everyone involved (Client contacts, third parties & anyone representing their own Company). Account Managers will also be a supporter & promoter of the Client when discussions take place within their own organisation. As a consequence, they must be of excellent calibre, well rewarded and fully empowered to take responsibility for their crucially important role; their appointment is the most important decision.

Account Performance Review (5.4) - in addition to any contractual commitments and aspirations for the Account, the frequency of internal Account Performance Reviews will also depend on the size, complexity and potential of each Client. Agenda items will include current business/market position (both organisations), current contractual commitments, balanced scorecard, sales, SWOT analysis, Client contact/relationship management, latest satisfaction survey, issues and risk management. Goals & targets will not be achieved without regular pragmatic reviews.

Account Progress Review (8.1) - Account Progress Reviews should be held between the Client's representative responsible for managing the Supplier and the Account Manager, and should be held on a monthly basis. Agenda items will include Client & Supplier business updates and reviews of performance, sales/new business opportunities and Client/Supplier interaction.

Account Snapshot Summary (4.1, 4.2) - the first section of the Account File (4.2) containing brief but vital information about the Client & Supplier. It is of crucial importance to anyone being introduced to the Client Account for the first time and a key input for setting the scene whenever there is a Review of any aspect of the Account.

Account Team - where one or more individuals are working with the Account Manager regarding the management & development of a Client Account.

Action Plan(ning) (5.1) - planning is driven by the Account's mission statement, strategy, goals & targets; any changes to these will have an impact as will the outcomes from Client Contact Management, Relationship Management, Sales, Reviews & Analyses and Client Satisfaction Surveys. Action planning and re-planning is a continuous process throughout the life of the Client Account; without it, your Company will never reach its destination.

Added Value - where the Client feels that it has received something it hasn't paid for, something extra, something over and above what was contracted. Sometimes in the form of proactive advice or when actual work is carried out or when something else is provided free of charge (a 'freebie'). Suppliers need to play the 'long game', particularly if their people aren't fully occupied or there are products sitting on the shelf and the costs have already been absorbed. This will work wonders for the Supplier's reputation which will be invaluable when they are compared with the Competition.

AM&D - Account Management & Development

ASPIRE - the collective name given to Manage Any Client Ltd’s 25 products (business best practice modules for managing & developing Client Accounts) and an acronym; Accelerating Sales, Productivity, Inspiration, Reputation & Enterprise.

Assignment - contracted work performed by an individual on behalf of the Supplier.

Balanced Scorecard (5.3) - a performance management tool which enables assessment of how well the Account Management process is working. It has 5 elements; management, finance, people, Client & sales. It is the only tool which enables you to establish exactly where you are and what needs to change in order to stay on course.

Best Practice (1.1) - working practices designed to deliver results superior to other working practices in the same field and which are subsequently adopted as a benchmark. Best Practice must always be the 'norm' and ingrained into your Company's culture.

Bids - in the context of sales orders where bids are usually in the form of written Proposal documents.

Brainstorming - technique used by a group of individuals to spontaneously identify ideas & solutions to a specific problem or subject area.

Breach of Contract - where a binding legal agreement, contract or copyright/non-disclosure has been broken or not been honoured by one or more of the parties involved. See ‘Copyright’/’Intellectual Property’

Business Wizard (1.1) - a pseudonym used by Richard Wright when creating ‘ASPIRE’ (How To Manage Any Client)™ which focusses on best business practice for Account Management & Development. Maximising revenue & profit growth, developing & maintaining long term business relationships and committing to continuous improvement regarding both process & results are the key objectives.

Cash Flow - the total amount of payments received and available to be used in a given period.

Change (10.1) - in the context of a change to originally agreed contracted work or service which usually results in additional revenue for the Supplier but often significantly increases risk, particularly regarding previously agreed resources/timescales/deadlines.

Client (3.2) - any organisation which has contracted a Supplier to deliver work, services, people &/or products.

Client Account Development (5.1) - a variety of planned & unplanned activities related to expanding any Client Account (revenue, profit & profit margin) including increasing Client information/knowledge, developing existing business relationships, identifying new Client contacts, prospecting & propositioning for new sales opportunities, qualifying every sales opportunity regarding appropriateness, capability & overall net profit, etc. The main components are managing the Account File (4.2), Account Action Planning (5.1), Client Contact Management (6.1), Relationship Management (6.2), Sales Propositions & Opportunities (7.1), Sales Opportunity Qualification (7.2), Interviews Conducted by the Client (8.2) and Risk Management (10.1). Although there is no future without opportunities for sales, inadequate qualification of sales opportunities can have disastrous financial consequences and a very damaging effect on morale.

Client Account Management (1.2) - the consistent management & control of all activities & information relating to individual Client Accounts focussed on achieving long term revenue & profit growth and developing strong business relationships at all levels throughout the Client organisation. The main components are managing the Account File (4.2), Account Action Planning (5.1), Balanced Scorecard (5.3), SWOT Analysis (5.2), Client Satisfaction Surveys (9.1), Account Progress Reviews with the Client (8.1), People Performance & Objectives (6.6), Account Performance Reviews (5.4) and Risk Management (10.1). Teamwork, commitment & pride are the keys to Client satisfaction.

Client Contact (6.1) - anyone at any level in the Client organisation who has contact with anyone representing the Supplier.

Client Contact Management (6.1) - the vehicle for developing key business relationships at every level throughout the Client organisation; an essential component of Account Management without which the whole process will either fail completely with the Supplier being replaced by a Competitor or, as a minimum, result in significant loss of revenue & profit. Anyone engaging with the Client must be absolutely clear on what is expected of them regarding knowledge, professionalism and output.

Client Satisfaction Survey (9.1) - periodical Client feedback on the business relationship, delivery & teamwork is a crucial component when evaluating Supplier performance and maintaining their commitment to continuous improvement.

Compensation (financial) - in the context of ASPIRE, a penalty payment ordered by the Courts following breach of contract regarding copyright, non-disclosure &/or unauthorised use. See ‘Copyright’/’Intellectual Property’

Competition - any organisation or individual who provides the same/similar services or products as your own Company. They will often bid against you when seeking new sales orders from either your Clients or Prospects and should always be taken very seriously; they are a real threat to your future success.

Contact Record (6.1) - information recorded following contact with any Client staff/manager.

Contingency - elapse time (calendar): when estimating/scheduling a completion date for any activity, in addition to the actual man time estimate required to complete the activity (including man time contingency), additional contingency time must also be included to cover potential overruns, sickness, holidays, training, the ‘unexpected’, etc. To make this easier, man time productivity is often scheduled at 80%, meaning that 5 elapse days should be allowed for the completion of 4 man days of work where the individual is 100% dedicated to the activity; 5 elapse weeks being scheduled to complete 4 man weeks and so on. See 'Contingency - man time', 'Elapse(d) Time' & 'Man Time'

Contingency - man time (actual effort): following the preparation of a man time estimate to complete an activity, man time contingency must also be added. This is calculated as a % of the man time estimate, usually between 10 & 20%. While Suppliers must always protect themselves against low profits or even making a loss, care must also be taken when preparing estimates & quotations not to include too much man time contingency as the Supplier's price may no longer be competitive. To help with this, two or three independent estimates should be prepared and then the average used for the quotation/proposal. See 'Contingency - elapse time (calendar)', 'Elapse(d) Time' & 'Man Time'

Continuous Improvement - ongoing improvement/refinement of working practices following reviews, surveys & events in the workplace.

Contract - a legal agreement between two parties which either relates to non-disclosure/copyright or to a commitment to deliver a piece of work, service, people &/or a product.

Contracted WSPP Order - individual Work, Service, People or Product Contract.

If any of the content of ASPIRE is reproduced or used in any way other than by or for the business organisation or individual who purchased it solely for their own specific account management & development practice and which results from the purchaser’s own action or negligence, the purchaser will be subject to legal action for compensation in addition to costs & expenses.

As legal enforcement also applies to a purchaser’s negligence, it means that they will be liable if they have not taken adequate steps to maintain the physical and/or electronic security of ASPIRE if & when part or all of it is improperly reproduced, distributed, modified, translated or derivative works created from any of the content or if part or all of it is sold, licensed, sub-licensed, rented, leased, published or publicly displayed. For the avoidance of doubt, this includes any of the purchaser’s employees in addition to all third party organisations &/or individuals (consultants, contractors, temporary staff, etc.) who may be used from time to time.

To avoid such liability, all purchasers must bring these legal constraints to the attention of any individual before they use ASPIRE for the first time, who should then sign a Legal Undertaking (suggested wording given below) not to remove, reproduce or misuse any part of ASPIRE, which includes lending or communicating any of the content to a third party. All signed Legal Undertakings must be kept indefinitely and be available for inspection at any time in case there is ever a legal dispute.

For the avoidance of doubt, MAC aggressively enforces its copyright & intellectual property rights to the fullest extent of the law which includes pursuing (i) anyone who attempts to use, misuse or reproduce any part of the Website &/or Website content at www.manageanyclient.com and (ii) any purchaser who attempts to reproduce any part of ASPIRE except for their own specific account management & development practice or who attempts to misuse, sell, license, sub-license, rent, lease or publish any part of ASPIRE. See ‘Intellectual Property’

COSMONAUTS (7.2) - an acronym (Competition Opportunity Solution Money Objective Need Authority Unique Timescale Size) used in the rigorous qualification process for any sales opportunity to determine the chances of winning the order and minimising risks if you’re successful.

CSF - Critical Success Factor.

Culture (3.2) - an organisation's culture can include core values & ethos (3.1), how things are done, how people behave & socialise, dress code, etc. Cultures aren't usually written down & individual views on what it is may vary. Care must also be taken with sub groups within the Client organisation as these may not be consistent with the Client's overall culture & practice. There may even be significant conflict, so beware! Everyone representing the Supplier must understand, accept & comply with the Client's culture & working practices wherever possible; they must be seen to thrive & work effectively within its 'umbrella' at all times; failure to do so will have disastrous consequences.

Debtors - organisations or individuals who have yet to pay/settle one or more invoices. Deliverables/Delivery - supply of whatever has been contracted with the Client.

Elapse(d) Time - the time that elapses before a task, action, piece of work, etc. is completed or delivered. When planning/scheduling activities, elapse(d) time must also include contingency for overruns, sickness, holidays, training, the 'unexpected', etc. in addition to the actual man time which has been estimated to complete the specific activity, and any other activities which are being carried out concurrently. See 'Contingency - elapse time (calendar)', 'Contingency - man time' & 'Man Time'

Escape/Exit Plan - an Action Plan which accommodates the winding up of activities either prematurely or when all commitments have been fulfilled. Often used when commitments become too costly or too difficult to fulfil.

Essential Cross Reference - cross referencing to other parts of ‘How To Manage Any Client’ which are very closely related to a particular subject area, ensuring watertight coverage of the Client while avoiding unnecessary duplication.

Extracurricular - outside normal working hours/at the end of the working day.

Freebies - see 'Added Value'

Future Business Rating (4.1, 4.2) - an assessment of the likelihood of future business from a specific Client or Prospect with a classification of either Excellent, Good, Satisfactory, Improvement Required or Unsatisfactory.

Generic Client Interface (6.5) - best practice process & protocols applying to multiple HTMAC Modules which are brought together in a single area to avoid unnecessary duplication.

Goals (& Targets) (5.1) - an integral part of Account Action Planning which follows the definition & adoption of a Mission Statement & Strategy for each Client or Prospect Account. Goals & Targets can have any timescale but usually relate to 3, 6, 12, 24 & 36 months. However, for large sophisticated Accounts, Short Term (1, 3, 6 months), Medium Term (12, 18 months) and Long Term (2, 3, 4, 5 years) Goals & Targets often apply. The review & modification of all Goals & Targets is an ongoing process throughout the life of an Account.

Golden Rules (11.1) - ASPIRE's 20 golden rules developed to achieve best practice in Account Management & Development; you'll go from strength to strength if you commit to these, and so will your Clients.

How To Manage Any Client™ (HTMAC) - the 360° business best practice processes for managing & developing any client account, focused on maximising revenue & profit growth, developing & maintaining long term business relationships and commitment to continuous improvement regarding both process & results.

HR - Human Resources.

HTMAC (How To Manage Any Client™) - the 360° business best practice processes for managing & developing any client account, focused on maximising revenue & profit growth, developing & maintaining long term business relationships and commitment to continuous improvement regarding both process & results.

Improvements Action Plan (9.1) - a plan of action following any Client Satisfaction Survey to ensure compliance with the Supplier's commitment to continuous improvement.

Induction (6.6) - anyone engaging with the Client must be absolutely clear on what is expected of them regarding knowledge, professionalism and output regardless of their position, seniority or whether they are a third party working for your Company.

Intellectual Property - ASPIRE has been created entirely by Richard Wright who is legally designated as the owner/proprietor and has a monopoly regarding all future use. Intellectual Property means all intellectual property rights whether registered or unregistered including but not limited to copyright, trademarks, brand names, logos, domain names, URLs, design rights, product names, processes, rights in & to business names and any similar right in any jurisdiction.

KPI - Key Performance Indicator.

Legal Action - use of any legally qualified person or Court to ensure all contractual terms & conditions are adhered to in every respect regarding all Contracts, Copyright & Non-Disclosure. See ‘Copyright’/’Intellectual Property’ & ‘Breach of Contract’

Legally Binding/Bound - where two or more parties knowingly agree to something which then becomes a contractual commitment which is enforceable by the Courts.

MAC - Manage Any Client Limited is registered in England & Wales under Company Number 11873223 and its registered office is 63-66 Hatton Garden, London, EC1N 8LE. MAC’s products (25 business best practice modules) are collectively named ‘ASPIRE’ (How To Manage Any Client)™ and were created by Richard Wright for managing & developing Client Accounts.

Man Time - the amount of dedicated person time (days & hours) it actually takes in effort to complete a specific task, activity, piece of work, etc. regardless of the period of (calendar) time which 'elapses' before completion. Therefore, someone who worked 1 day a week on a specific activity and completed it after 5 consecutive weeks took 5 man days over 35 elapsed days. See 'Contingency - man time', 'Contingency - elapse time (calendar)' & 'Elapse(d) Time'

Margin - see ‘Profit Margin’

Market - the specific business, professional and service areas/sectors where Clients & Suppliers strive to increase their revenue & profit growth, in addition to market share, as they compete with other companies & organisations doing the same thing.

Marketing/PR (Public Relations) - the Client/Supplier activity of proactively communicating their brand, ethos, expertise, services, people & products to Customers & Prospects in their target market areas.

Mission Statement (5.1) - a written declaration of the core focus and purpose of a Client account which often incorporates scope, high level goals, ethics & culture. Statements must be sufficiently brief so they can be easily understood & remembered by Supplier & Client people alike.

Opportunities (6.5, 7.1, 7.2) - in the context of sales, where there are opportunities to secure orders for work, services, people &/or products from either current Clients or new Prospects. Anyone at any level who is representing the Supplier on the Client site must be on the lookout for opportunities anytime, anywhere. Without opportunities for sales there is no future.

Order - a contractual commitment for the Supplier to deliver work, services, people or products to a Client.

Organisation Chart (6.1) - shows the hierarchical structure within an organisation and covers all divisions, departments, sections & units with the names of all individuals, sometimes with their designation. Organisation Charts are the fundamental input to Client Contact Management.

Owner (/Proprietor) - in the context of ASPIRE, Richard Wright has 100% ownership of all content, rights & control.

Partnership - regarded by many as a real 'positive' and often crafted into documents & discussions. However, it has many different interpretations and is often the cause of confusion, disagreement & the deterioration of working relationships between Clients & Suppliers. Some people/organisations interpret 'partnership' as a legal agreement, others see it as working together informally as one team, others as just co-operating with each other. Because of this, the term 'partnership' is best avoided unless it is a legal arrangement which cannot be disputed or misinterpreted.

Personal Performance & Objectives (6.6) - although your Company will already be using a process for reviewing individual personnel, it is absolutely crucial that, in addition to 'delivery' responsibilities, specific areas relating to Account Management are incorporated into every individual's objectives (no matter what level they are), monitored and reviewed at the prescribed frequency. Anyone engaging with the Client must be absolutely clear on what is expected of them regarding knowledge, professionalism and output.

Performance Review (5.4) - in the context of ASPIRE, this relates to reviewing the performance of the Account. In addition to any contractual commitments and aspirations for the Client, the frequency of Account Performance Reviews will also depend on the size, complexity and potential of each Client. Agenda items will include current business/market position (both organisations), current contractual commitments, balanced scorecard, sales, SWOT analysis, Client contact/relationship management, latest satisfaction survey, issues and risk management. Goals and targets will not be achieved without regular pragmatic reviews.

PR (Public Relations)/Marketing - the Client/Supplier activity of proactively communicating their brand, ethos, expertise, services, people & products to Customers & Prospects in their target market areas.

Practice (1.1) - in the context of ASPIRE, the benchmark (best) practice for developing business relationships, maximising financial results and striving for continuous improvement in all areas of Account Management & Development. The practice of Client/Supplier teamwork where people work together with openness, commitment & pride is paramount.

Practices, Procedures & Protocols - sets of working methods & rules used by Client/Supplier organisations to ensure consistency and compatibility with their strategy, goals, targets, ethos & values, including the commitment to continuous improvement.

Preferred Supplier - a Supplier who has previously agreed to meet specific Client/Prospect criteria regarding the supply of work, service, people &/or products even though they may not have actually won any orders yet or received any orders under an agreed call-off contract. Suppliers who have not secured 'preferred' status usually feel at a distinct disadvantage when competing against Preferred Suppliers. Indeed, some Clients/Prospects may restrict bidding to Preferred Suppliers alone.

Preventative (10.1) - in the context of risk management, predefined risks (which are maintained in the Company's Preventative Risk Register) are searched for each time there is a new Client Account, S&M activity or WSPP contract.

Preventative Risk Register (PRR) (10.1) - predefined risks are maintained in the PRR which is searched each time there is a new Client Account, Sales & Marketing activity or Work/Service/People/Product contract.

Proactive - making things happen as opposed to waiting for things to happen. Anticipation, intervention, control & prevention are key characteristics when striving for a reactive-free environment.

Process - a series of steps, actions &/or decisions.

Product - traditionally associated with tangible items supplied to Clients but increasingly used generically to cover anything a Supplier is able to provide including assignments, projects, services & people.

Profit - there are 2 types: Gross Profit is the amount of income/revenue received less the cost of providing the work, service, people or making the product. Net Profit is Gross Profit less a Company's operating costs such as taxes, interest payments, depreciation, etc.

Profit Margin - is shown as a percentage and is calculated by dividing gross or net profit by the income/revenue received.

Progress Report (8.1) - produced for Account Progress Reviews with Client, usually on a monthly basis, and will include Client & Supplier business updates, performance reviews/issues/risks, sales/new business, Client/Supplier interaction, any optional items such as satisfaction surveys, entertainment, etc. and all actions relating to the coming period.

Proposals (7.1, 7.2) - in the context of sales, they are always written and often presented to the Client in a standard format. Sales proposals, which detail a Supplier's approach and proposed solution regarding work, services, people &/or products, can be worth millions, sometimes billions, of pounds. Some proposals are therefore very complex and expensive to produce having involved many of the Supplier's specialist people as well as third parties. Because of this, it is crucially important to qualify sales opportunities on an ongoing basis. Inadequate qualification will have potentially disastrous financial consequences and a very damaging effect on morale.

Proposition (7.1) - in the context of sales, used when proactively seeking any new business from a Client or Prospect where the offering is either 'off the shelf' or specifically tailored to the target company's needs.

Proprietor (/Owner) - in the context of ASPIRE, Richard Wright has 100% ownership of all content, rights & control.

Prospect - an organisation/business which has either approached the Supplier with a requirement for work, services, people &/or products or where the Supplier has identified a potential need through proactive marketing activity or sales lead. If the Prospect has good revenue earning potential, significant effort may be invested in the Account Management process before a sales order is won.

QMS - Quality Management System.

Qualification (of sales opportunities) (7.2) - it is crucially important to qualify sales opportunities on an ongoing basis. Inadequate qualification will have potentially disastrous financial consequences and a very damaging effect on morale.

Qualitative Risk Analysis (10.1) - is subjective & manually classifies, prioritises and scores individual risks regarding probability and the severity of impact.

Quality - the standard of something as measured against something else, usually as agreed with the Client or as defined in a quality management system.

Quality Management System (QMS) - a set of policies, processes & procedures designed to achieve a high level of quality regarding the delivery of any type of work, service, people resource and/or product, ensuring consistency across all Clients and continuity whenever there are changes in personnel. A review of the effectiveness of any QMS should be performed annually and improvements made as appropriate. A QMS may also be certified by the British Standards Institute. Such reviews and certification will confirm the Supplier's commitment to the ethic of continuous improvement.

Quantitative Risk Analysis (10.1) - is an objective/automated numerical analysis which is considerably more complex & time consuming than a Qualitative Risk Analysis, often requiring specialised software.

Reactive (10.1) - in the context of risk management, new risks which occur unexpectedly are classed as 'reactive' and added to the Preventative Risk Register as part of the commitment to continuous improvement.

Reference Site - where an agreement with a satisfied Client regarding previously supplied work, service, people &/or products allows this to be referenced in sales proposals, marketing & PR. This often results in a Prospect telephoning the Client for a reference and may also lead to a reference site visit.

Relationship Management (6.2) - developing some level of business relationship with every Client individual met is the key to successful Client Account Management. The amount of time and effort required will gradually become apparent as you find out more and more about the individual, where they sit in the organisation and their value in terms of information and potential future business. Because you're unable to pick & choose who you actually work with, various protocols need to be followed regarding Client contacts, third parties, work, entertainment, issues, etc. These become even more relevant when developing a relationship with someone who is particularly difficult or you don't have a regard for in terms of the value they bring to the job. Once relationship management is mastered, outstanding results will be achieved.

Relationship Rating (4.1, 4.2) - an assessment of the health of the business/working relationship with a specific Client or Prospect organisation with a classification of either Excellent, Good, Satisfactory, Improvement Required or Unsatisfactory.

Residual Risk (10.1) - in the context of risk management, the extent of risk remaining after mitigating action has been taken and controls put in place.

Revenue - the money received from Clients regarding work, services, people &/or products provided and not the value of sales orders.

Risk Analysis (10.1) - there are 2 types: Qualitative Risk Analysis is subjective & manually classifies, prioritises & scores individual risks regarding probability and the severity of impact. Quantitative Risk Analysis is an objective/automated numerical analysis which is considerably more complex & time consuming than a Qualitative Risk Analysis, often requiring specialised software.

Risk Colour (10.0) - green = low risk amber = medium risk red = high risk

Risk Management (10.1) - a process which enables you to identify, assess, classify, action, monitor and either eliminate, reduce, share or maintain (at its current level) any identified risk. Although often generating significant extra revenue, Change is the biggest risk of all and can destroy timescales, jeopardise working relationships and eat profits.

Risk Management Classifications (10.1) - assessed as being low, medium or high which are either 'preventative' (predefined in a Preventative Risk Register) or 'reactive' (occur unexpectedly) and then classified as risks to either eliminate, reduce, share or keep.

Risk Management Plan (10.1) - a plan created, maintained & managed by the Account Manager regarding all Level 1 risks (ie; the overall Client Account plus any sales & marketing activities performed as part of the Account Management process). Risks are then managed according to how they have been designated in terms of elimination, reduction of the probability &/or severity, sharing the risk with a third party or maintaining the risk at its current level where the potential consequences have been assessed and accepted.

Risk Mitigation (10.1) - a process which enables you to identify, assess, classify, action, monitor and either eliminate, reduce, share or maintain (at its current level) any identified risk.

Risk Tolerance (10.1) - levels of risk which are acceptable to live with.

S&M Activity - sales & marketing activity.

Sales & Marketing - activities specifically related to winning more business/sales orders which can take place both inside & outside the Account Management process depending on who originates the 'opportunity' and whether it qualifies as formal sales team work (ie; major bids, sales proposals, negotiation, etc.) which is 'external' to the AM process as covered by ASPIRE. In the case of marketing, activities relate to proactively communicating brand, ethos, expertise, services, people & products to Clients & Prospects in target market areas.

Sales Action Plan (7.1, 7.2) - drawn up regarding all actions required internally and externally in order to acquire as much information as possible. Questions will cover Client needs/problems, preferred supplier status, involvement of third parties, access to influencers & decision makers and whether the 'basis of decision' is understood. It will also need to be established whether the resources required to implement your offering will be available, adequate time & effort has been scheduled for meetings, presentations, demonstrations, etc. and whether timescales are realistic/achievable. In addition, are the right people available to prepare the Sales Proposal, negotiate & take the order? Also, will appropriate senior personnel be available from your own Company for support, flag waving, negotiation, etc.? Finally, are there any contractual showstoppers and what's the % likelihood of winning the business (initially & ongoing)?

Sales Opportunity (6.5, 7.1, 7.2) - an opportunity to secure an order for work, services, people &/or products from either a current Client or new Prospect. Anyone at any level who is representing the Supplier on the Client site must be on the lookout for opportunities at anytime, anywhere. Without opportunities for sales there is no future.

Sales Order - a contractual commitment for the Supplier to deliver work, services, people or products to a Client.

Sales Proposition (7.1) - used when proactively seeking any new business from a Client or Prospect where the offering is either 'off the shelf' or specifically tailored to the target company's needs.

Satisfaction Survey - see ‘Client Satisfaction Survey’

SLA - Service Level Agreement.

Snapshot Summary - see ‘Account Snapshot Summary’

Staff Meetings - usually held at the end of the working day in two parts and organised by the Account Manager for all people the Supplier currently has working on the Client account. Their purpose is to update everyone on progress, issues and plans for the coming period followed by open discussion. There may also be guest speakers from the Supplier &/or Client organisations. The second part is informal where food & drink is provided in a wine bar or pub to create a relaxed social atmosphere where information can be exchanged freely, personal introductions made and any issues/misunderstandings resolved informally.

Strategy (5.1) - a long term plan for business success including the ground rules for overall approach, programmes of activity and the desired ethos, image & outcomes.

Supplier - any organisation/company who supplies deliverables, services, people &/or products.

SWOT Analysis (5.2) - Strengths, Weaknesses, Opportunities & Threats Analysis. Only a full and honest SWOT Analysis will enable you to improve your chances of winning further sales orders & thwart the Competition.

Synergy(ies) - the combined effect of two or more parties is greater than the sum of their individual effects; therefore, there is an enhanced combined effect.

Targets (5.1) - an integral part of Account Action Planning which follows the definition & adoption of a Mission Statement, Strategy & Goals for each Client or Prospect Account. Targets can have any timescale but usually relate to 3, 6, 12, 24 & 36 months. However, for large sophisticated Accounts, Short Term (1, 3, 6 months), Medium Term (12, 18 months) and Long Term (2, 3, 4, 5 years) Targets often apply. The review & modification of Targets is an ongoing process throughout the life of any Client/Prospect Account.

Team - colleagues or the Account Management Team.

Team Meetings - see 'Staff Meetings'

Third Party (2 contexts)

- in the context of Suppliers and Clients, any individual, business or organisation not permanently employed by them but who may be working for them

- in the context of Copyright & Non-Disclosure, any individual, business or organization not having the written consent of Richard Wright (author/proprietor) to reproduce/communicate/use any part of ASPIRE in any way. See ‘Copyright’/’Intellectual Property’

Threats (6.5) - threats to the Suppliers business position and working relationships are never far away and come in various guises including the Competition, third parties working on the Client site, bad press, difficult Client staff/managers, disappointing performance of colleagues, satisfaction surveys, financial &/or timescale overruns, etc., etc. Anyone at any level who is representing the Supplier on the Client site must be on the lookout for threats at anytime, anywhere.

Unauthorised Possession - if you as an individual, group or business organisation come into possession of all or part of ASPIRE (physically &/or electronically) without having made a legitimate purchase &/or signing a Legal Copyright/IPR Undertaking as defined under ‘Copyright’, you should immediately notify Richard Wright at richard@manageanyclient.com

If you are unable to make immediate contact with Richard Wright and you do not wish to retain any part of ASPIRE you must shred all physical pages and permanently delete all electronic pages, ensuring that they cannot be subsequently retrieved/reinstated.

However, if you do wish to retain any part of ASPIRE you must take adequate steps to maintain the physical &/or electronic security of the written work before and after making a legitimate purchase.

Unauthorised Use - the use of any part of ASPIRE, either physically or electronically, without the prior written consent of Richard Wright [author/proprietor] has significant financial consequences enforceable in the Courts.

Any person, persons or business organisation shall notify Richard Wright at richard@manageanyclient.com immediately upon discovery of any unauthorised use of ASPIRE and co-operate in every reasonable way to help regain the written work in whole or in part, in physical and/or electronic form, and do everything reasonably possible to prevent further unauthorised acts which may include shredding &/or permanent deletion which cannot be re-created in any form.

USP - Unique Selling Point.

Value Add/Added - see 'Added Value'

Value for Money - where the Client believes a fair price has been paid for whatever has been received which may also include 'freebies'. See 'Added Value'.

Value Proposition/Statement - a Supplier commitment to deliver anything of value which the Client then believes will be delivered as a matter of course (taken as read). Such a commitment has real meaning & significance; there is almost a moral obligation. Failure to deliver may seriously damage credibility and the business relationship. Value Propositions & Statements are developed following analysis of the recipient's benefits, value & cost and can relate to any deliverable (work, service, people or product) and are often used when formulating business strategies.

Values, Ethos & Image (3.1) - the foundation for business excellence will be based on people, fairness, ethics, openness, quality, clients, delivery & sales.

Work - sometimes used generically whenever there is a commitment to deliver anything to the Client, including assignments, projects, services, people and products.

WSPP Contracts - Work, Service, People or Product Contracts.

WSPP Order - individually contracted Work, Service, People or Product order.

You - the Account Manager or anyone else representing your Company (the Supplier).

Your Company - the Supplier, your Employer.

Your Team - your colleagues or the Account Management Team.

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