key accounts overview
DESCRIPTION
Key account management is going to become more important than even solutions selling as more and more buyers look to hook up with preferred suppliers.TRANSCRIPT
Copyright © Barrett - 2012
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Implementing Key Accounts Management
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
• Business is more complex
• Less time to make a correct decision
• More choice and access to information
• Risk is greater
• Buyers want to reduce the number of suppliers
• Cost of sale increasing
• Market more competitive
• Products less differentiated
• Simply selling is more complex
The Modern Day Challenge!
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
Misconceptions…
• The objective of key accounts management is to build relationships with customers
• All national and major accounts are “key accounts”
• Every company has to have key accounts
• Key accounts is simply another selling style
• Any salesperson can be Key Accounts Managers
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
KAM – A Summary
• Key accounts is a strategic sales initiative
• It is customer-centric rather than internally focused
• It’s main purpose is to capture share of mind
• It results in improved margins share of spend
• It is not a home for would-be pensioners
• It demands strategic thinking capabilities
• It also demands commitment from buyer and seller
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
Organisational Challenge
• Be more flexible in what and how it does things
• Adapt process to satisfy customers
• Form strategic alliances to add value
• Deliver exceptional pre-sales / post service
• Focus externally – deliver what buyers expect
• Provide sustained quality of post-sales service
• Accept fallibility and work fast to correct any error
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
Organisational Challenge
Transactional Accounts
Major Accounts
National
Accounts
Key
Accounts
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
What is a Key Account?
“A customer that has strategic value; that usually involves selling into a complex environment; that includes interaction with more than one buying influence; that has the capacity to sustain long-term, profitable growth; where buyers
are prepared to develop mutually beneficial business partnerships…”
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
Partnerships
“A mutuality of dependence in which both buyer and seller work in
partnership to ensure that each receives full value from the
relationship; that each has their needs fulfilled; and that in the process,
neither disadvantages the other…”
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
The KAM’s Profile
Business Analyst
Change
Agent
Faci
litat
or
Planner
Conflict
Manager
Str
ateg
ist
Diplomat
Manage Process
Manage Brand
Trainer
Merchie
Problem Solver
AdminSales Exec
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
Relationships
CE
O
Fin
an
ce
Pro
du
cti
on
Dis
trib
uti
on
Ma
rke
tin
g
Ad
min
Bu
ye
r
Bu
yer C
EO
Fin
an
ce
Pro
du
ctio
n
Dis
tribu
tion
Ma
rke
ting
Ad
min
Sa
les
Su
pp
lier
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
Relationships
CEO
Finance
Production
Distribution
Marketing
Admin
Buyer
Buyer
CEO
Finance
Production
Distribution
Marketing
Admin
Sales
Supplier
Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
MarketConventional
Selling
Key Account Management
Finance
Administration
IT
Production
Management
Procurement
Marketing
Distribution
Needs Desires
PoliticsEconomicsGrowthLegislationGlobalisationCompetitionCustomers
AimsAmbitionsAspirationsVisionNew future
ImagePerformanceFinance
Key Accounts Management