The Six Critical key Account Stages to

Get your customers to Growth

Identify where your customer is

Discover internal & external drivers

Verify what makes them behave

Develop a KAM success mindset

Agenda

Growth and

Greater

Profitability

Key Account Conversation journey to growth

Action

(Work Agreed)Preparation

(Ready)Contemplation

(Getting

ready)

Pre

contemplatio

n (not ready)

Onboard,

nurture and

deliver

Stage 1: Pre-contemplation (not ready)You and your client have

not discovered a need or

been challenged to think

about potential

opportunities.Stage 2: Contemplation (Getting ready)Considered what they need

and have identified a

requirement.

Stage 3: Preparation (Ready)Discussing your findings and

your customers desired

outcomes. You have the right

people on board at all levels.

Stage 4: Action (Work agreed)Agreed on working

together, solution in

progress and set

timeline for delivery. Stage 5: (On-board, Nurture, Delivery)Bringing ideas, value based

messages to increase loyalty and

future focused opportunity.

Stage 6: (Growth and Greater Profitability)Begin amplifying future

focused value, identified

future needs, challenges and

opportunities aligned with your

customers objectives.

Where are you with your Customers???

What are the

core services

all your

clients need?

How do you and

can you deliver

unexpected

value for your

customers?

How well do

your

customers

know you,

your

business

and

services?

What assumptions

have you made

about your

customers that

maybe preventing

you from asking

different

questions?

What Stage is your client in?Where are you now? What and how do you move each client to the next level?

Criteria questions that will help you move your customers to a different stage

What questions haven’t you

asked your client that could

help you meet your goals?

Why would your

customer buy from you

now rather than later?

If not now what needs

to change for them and

you? What does urgency

look like for them?

What don’t you know

about their decision

process, the emotion

behind their decisions

and the people that will

move you to the next

stage? How would their

current buying

behaviour impact the

decision process?

Criteria questions that will help you move your customers to a different stage

What other influencers

have I not identified

whether external and

internal that could help me

move things forward? Who

needs to be invited to the

conversation?

Have I determined the extent of their

commitment and interest to buying

from me? How do you know? What is the

best way to do this? (Have you

uncovered all risk to purchase of your

product/service?)

Key Account Customer

Drivers

5 Main Key Customer Drivers you need to know

Profit (Generate more revenue, reduce cost & increase profit)

Profession (Help them deliver, grow & rise in their role)

Process (Increase their operational effectiveness & productivity)Prestige (Help raise their market & customer profile)

Pain (Help them develop strategies to solve present & future problems)

Discover

4 key customer growth triggersAreas in your customer relationships that show up for growth?

1

2

3

4

Capacity (Is your customer growing?)

Regularity (Is their healthy & frequent communication?)

Relationships (Do you have trusted advocates,

influencers and champions in key strategic places?)

Value (Do you have acknowledged and superior value that can

deliver greater results for your customer today and in the next 6-

12 months)

Business goals

Their position/experiences

Decision making behavior

Buying history and existing opportunities

Education – What have they assumed about your services

Emotion – What is the driving emotion in your customers organisation

Influencers – What people impacts the way your customers thinks

about decisions both internally and externally

Timing – What is happening in your customers world today

Risk – What blocks might there be to decisions today or in 6-12

months

Verify Your Customers

MINDSET

1. Think long term but

execute short term.

Eight KAM Success Mindset 1-4

2. Convert all known and

unrecognised benefits to

your customers into business

outcomes.

3. Every

conversation is a

competitive

advantage to deliver

value and grow

relationships.

4. Pay weekly

attention to the

shifting priorities

of your

customers.

Eight KAM Success Mindset 5-8

5. Involve your clients

in your value creation.

6. Make friends with

everyone but invest in a

few.

7. Never give an answer

when you can ask

another question.

8. Get obsessed

with the journey of

your customer in

the selling and

nurturing process.

What Next?

Identify where your customer is

Discover internal & external drivers

Verify what makes them behave

Develop a KAM success mindset

SUMMARY

Resources to help you

Strategy

Growth

Communication

Sales

Partnerships

Tools

Get all resources

and more to take your customer Growth to the next level

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