key account management - teresa alvarez cerdeiros
DESCRIPTION
KEY ACCOUNT MANAGEMENT The customer IN European Sales & Marketing Effectiveness in Chemicals Forum - Amsterdam, November 2013TRANSCRIPT
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KEY ACCOUNT MANAGEMENT
The customer IN
Teresa Álvarez Cerdeiros
former Key Account Manager | Dow Chemical
European Sales & Marketing Effectiveness in Chemicals Forum - Amsterdam, November 2013
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KEY ACCOUNT MANAGEMENT
Why?
What?
Teresa Álvarez Cerdeiros
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Critical SUCCESS FACTORS to approach
the customer
Manage customers
NOT sales
Teresa Álvarez Cerdeiros
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Manage customers
not sales
Critical SUCCESS FACTORS to approach
the customer
Internal Teamwork TRIGGER
Teresa Álvarez Cerdeiros
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Internal Teamwork
trigger
Critical SUCCESS FACTORSs to approach
the customer
Fed from OUT
to IN
Teresa Álvarez Cerdeiros
Manage customers
not sales
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SERVING attitude
The road towards
the CUSTOMER–CENTRIC business
Teresa Álvarez Cerdeiros
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Serving attitude
The road towards
the CUSTOMER–CENTRIC business
Selling solutions
CUSTOMIZATION
Teresa Álvarez Cerdeiros
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Serving attitude
The road towards
the CUSTOMER–CENTRIC business
Selling solutions
customization
Teresa Álvarez Cerdeiros
Customer CENTRIC
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Customer
Needs
Satisfied
Customers Reached
Product Centric
Market share
Cu
sto
me
r c
en
tric
Share of
Customer
The road towards
the CUSTOMER–CENTRIC business
Teresa Álvarez Cerdeiros
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The road towards
the CUSTOMER–CENTRIC business
Teresa Álvarez Cerdeiros
GLOCAL vision
Serving attitude
Selling solutions
customization
Customer centric
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HUNTER FARMER to
KAM profile with market evolution
Teresa Álvarez Cerdeiros
Sales are the VANITY and Contribution Margin the HEALTH
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KAM profile with market evolution
From hunter to
farmer
Value
PERCEPTION
Teresa Álvarez Cerdeiros
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KAM profile with market evolution
Teresa Álvarez Cerdeiros
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KEY ACCOUNT MANAGEMENT
Thank you!
The customer IN
Teresa Álvarez Cerdeiros
Teresa Álvarez Cerdeiros