As we approach the end of the year, it’s the perfect time to reflect, plan, and prioritize to close Q4 on a high note. Whether you’re a sales leader managing a team or a salesperson striving to hit your targets, Sandler’s KARE tool offers a simple yet powerful framework to guide your efforts.

KARE isn’t just a planning tool—it’s a strategic way to organize your accounts, prioritize your efforts, and align your actions with both immediate goals and long-term growth. Let’s explore how this framework can help you end the year strong and set the stage for a stellar Q1.

What Is KARE?

KARE segments your accounts into four distinct categories: Keep, Attain, Recapture, and Expand. Each category demands different strategies, behaviors, and time investments. By segmenting your accounts using this tool, you gain clarity on where to focus your energy for maximum impact.

Here’s a breakdown of the four KARE categories:

Keep

These are your loyal, repeat customers. They:

Offer low growth potential but are reliable revenue generators.
Are easy to work with and require minimal effort to maintain.

Key Question: Are you doing enough to ensure they keep buying?

Attain

These are your new business targets: potential clients you’re working to win over. They:

Typically buy from a competitor but offer high growth potential.
May require significant effort and resources to pursue.

Key Question: Are your pursuit efforts strategic and aligned with growth goals, or are you chasing these accounts for the sake of the “thrill”?

Recapture

These are accounts you’ve lost in the past or that have gone dormant. They:

Often require a re-engagement strategy and a deep understanding of what went wrong.
May offer strategic value beyond immediate revenue.

Key Question: Is it worth the effort to win them back, and are there advocates within the account who still support your organization?

Expand

These are your existing accounts with untapped potential. They:

Present opportunities to sell additional products or services.
Allow you to grow revenue efficiently by leveraging existing relationships.

Key Question: Have you identified and prioritized growth opportunities within your current accounts?

Strategic Insights for Q4

1. Prioritize Strategically, Not Emotionally

It’s common for salespeople to gravitate toward accounts in the Keep quadrant because they’re familiar and comfortable. However, over-investing in maintenance accounts may limit growth opportunities. Assess your pipeline objectively, and ensure your time is allocated in alignment with organizational goals.

2. Focus on Your Strengths, But Challenge Yourself

Not all salespeople are equally adept in every quadrant. “Hunters” thrive in Attain accounts, while “Farmers” excel in Keep and Expand accounts. Recognize your natural strengths but push yourself (and your team) to develop strategies for less familiar quadrants. Sales leaders should assign resources based on team strengths and the importance of specific accounts.

3. Rediscover Lost Opportunities

The Recapture quadrant is often overlooked, yet many accounts lost during economic downturns may now be open to re-engagement. A simple outreach, coupled with a thoughtful proposal, could yield surprising results.

4. Maximize Existing Relationships

Expanding existing accounts often yields the highest ROI. Proactively collaborate with current customers to identify additional needs and solutions you can provide. A well-executed business review can uncover opportunities for growth that are faster and cheaper to pursue than acquiring new customers.

KARE in Action: Closing Q4 Strong

Practical Steps:

Segment Your Accounts: Use the KARE tool to categorize all accounts and identify where your efforts will have the most impact.
Evaluate ROI for Each Quadrant: Be realistic about the time, effort, and potential return for accounts in each category.
Create Tailored Strategies: Develop specific plans for engaging each quadrant. For example:
- Keep: Focus on delivering value and maintaining satisfaction.
- Attain: Build a detailed pursuit plan based on research and targeted outreach.
- Recapture: Reconnect with advocates or address past challenges directly.
- Expand: Conduct collaborative reviews to identify growth opportunities.
Track and Adjust: Regularly review your progress and reallocate resources as needed to meet end-of-year goals.

Looking Ahead to Q1

Strategic use of KARE now doesn’t just set you up for a strong Q4 finish—it creates momentum for the new year. Expand and Recapture accounts, in particular, may provide a foundation for early Q1 wins. Take the time to analyze opportunities, engage meaningfully with prospects, and align your team’s efforts with long-term objectives.

Remember: Time and attention are finite resources. Invest them where they’ll generate the greatest return

Finish Q4 Strong with the Sandler KARE Tool