Identifying White Space Opportunities in Accounts
Instructions
Identify new opportunities with a Summary White Space Analysis.
• Using the matrix on the next page:
• List your account’s business units/divisions.
• Identify the critical business issue (pain) thateach
BU/division is addressing or needs to address.
• Identify the business initiative or project that is in
progress, or which you can suggest to address the issue.
• Across the top of the page, list your portfolio of
offerings/solutions
• Rate each intersection (offering v. business
initiative/resulting pain), as follows:
− X = not relevant to that CBI (pain), or an alternative
solution is already established and cannot be
dislodged
− O = current opportunity in progress
• Any remaining white space is a potential new or crossselling opportunity! Consider the potential of each
open intersection, and note the possible $ value for
each.
• Total the rows and columns to identify the entire
possible value of identified white space opportunities.
Now, prioritize each and pursue those with the highest
mutual value for you and your customer.
© Richardson Sales Performance
Summary White Space Analysis
Your Offerings / Capabilities
Business
Unit/Division
Critical Business
Issue (Pain)
Business Initiative /
Project
Total
Total
X = not relevant to that CBI (pain), or an alternative solution is already established
O = current opportunity in progress
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