Key Account Management



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Key Account Management

Key Account Management

Introduction

It is an immutable business fact that 80 per cent of revenues come from 20 per cent of your customers. It therefore pays to focus on those key customers. Key account management is one of the best ways to ensure repeat purchases, additional purchases and referral to other prospective customers like themselves. Would it not be great to have new customers like your best existing customers?

So how does it work? It starts with the dedication of a key account manager whose role is to lead and manage the key account process. How the key account sees the role of the manager is of major importance. The key account will expect the manager to:

▪ be the main link into your company for all issues

▪ understand its business, market needs and competitive environment

▪ help sell them products/services that achieve their business objectives

▪ add value in the relationship to their business by, for example, advising on issues relevant to their business

▪ help exploit market opportunities and identify new challenges

▪ act with integrity and professionalism.

Four Levels of Relationship

There are four levels of how a key customer may currently perceive your business in relation to theirs. Key account management is needed to shift perceptions from a commodity or product supplier – and its implications in terms of price sensitivity and loyalty – to a value-add and partner relationship.

Figure 4.14: Relationship Levels with Key Account Customers

|Perceived Level |Customer Response |Solution |

| | | |

|1. Commodity |High Price Sensitivity |Differentiate/add benefits to product to get to |

| |No Loyalty |level 2 |

| | | |

| | | |

|2. Product Provider |High Price Sensitivity |Understand customer aims and support some of them|

| |Low Loyalty |Stage 1 of KAM process |

| | | |

|3. Value-add |Less Price Sensitivity |Stage 2 of KAM Process |

| |Some Loyalty |Stage 3 of KAM Process |

| | |Stage 4 of KAM Process |

| | | |

|4. Partner |Low Price Sensitivity |Full KAM Process |

| |High Customer Loyalty | |

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ADDITIONAL TEMPLATE PREVIEWS

Click Link to Preview Tool/Template

|Tools/Templates To Build The Plan |Tools/Templates To Develop The Forecast |

|[pic]Sales Plan Builder |[pic]Sales Forecast Model - Ver1 |

|[pic]Sales Territory Plan Builder |[pic]Sales Forecast Model - Ver2 |

|[pic]Sales Plan Presentation |[pic]Sales Funnel |

|[pic]Monthly Sales Report Presentation |[pic]Sales Forecast Model - Ver3 (No Preview) |

|[pic]Sales Pipeline Analysis |[pic]Sales Plan Example (No Preview) |

|[pic]Simple Sales Forecasting Model (No |[pic]5-Page Simple Sales Plan (No Preview) |

|       Preview) | |

 

|Other Sales Plan Builder Tools -  |

|Option 1 |

|Option 2 |

Still can't start? Use these sales and marketing workbooks.

|Sales Plan Workbook |Marketing Plan Workbook |

|Marketing Plan Presentation Workbook |Market Research Workbook |

|Marketing Strategy Development Model -- MUST ENABLE MACROs then click |Marketing Strategy/Marketing Programs Completeness |

|on GO buttons |Audit |

|Marketing Analysis Model |Marketing Launch Plan Template |

| MARKET, INDUSTRY, AND COMPANY, RESEARCH |New Business, Product, and Startup Ideas |

|ADDITIONAL TEMPLATES |Presentation and Report Charts and |

| |    Graphics - Big Time Saver! |

|Tools/Templates To Build A Key Account Plan |

|[pic]Key Account Management Planning Basics |

|[pic]Key Account Management Plan Builder |

|Marketing Tools and Templates |

|[pic]Marketing Plan Builder |

|[pic]Marketing Budget Builder |

|[pic] Marketing Plan Presentation |

|[pic] Competitive Analysis Report Builder |

|[pic]SWOT Analysis Report Builder |

|Tools/Templates To Set Up The Channel Relationship |Tools/Templates To Develop and Manage The Channel |

| |Partner Program |

|[pic]Product Distribution Term Sheet/LOI |[pic]Channel Partner Program Planning |

| |&       Administration Builder |

|[pic]Product License Term Sheet/LOI |[pic]Exclusive Licensing Agreement - Ver1 |

|[pic]Marketing & Sales Only Joint Venture |[pic]New Business, Product, and Startup Ideas  |

|       Agreement | |

|[pic]Exclusive Licensing Agreement - Ver2 |[pic]Non-Disclosure Agreement |

|       (Accessible In Members Area Only -  |       (Accessible In Members Area Only - |

|       No Preview) |       No Preview) |

|Sales Team Meeting |Description |

|Presentation | |

|Sales Presentation |This sales presentation is an effective method to communicate the sales pitch and point of view of the |

|Delivery |seller to the buyer. If delivered properly, the sales presentation ensures the final sale to take place|

| |smoothly. A thorough understanding of the client’s needs and requirements is imperative in designing |

| |the sales... |

|Great Sales |This sales presentation is an effective tool towards selling a product or service to a client. It is a |

|Presentations |forum wherein the salesperson has many opportunities and avenues to communicate the sales pitch and |

| |sales information to the client. An effective sales presentation helps in creating desire and buyer’s |

| |conviction about... |

|Strategic Sales |Sales is an important activity in an organization. An effective sales process is responsible for |

|Management |nurturing and cultivation of strong customer relations. This, in turn, helps in building customer |

| |loyalty with time. Strategic sales management involves effective and efficient handling of systems and |

| |processes towards successful sales. It involves careful... |

|Effective Sales |Product promotion is the process of informing, reminding, and persuading the target audience about a |

|Promotions |particular product or service. Sales promotion utilizes various incentive techniques to structure sales|

| |related programs. It is an effective approach to increase immediate customer sales. The presentation |

| |examines the dynamics of sales promotion and discusses... |

|Territory Management |A sales territory is a particular geographical area that has potential customers for a particular |

| |product. The sales territory also has present customers. The territory is assigned to a salesperson who|

| |is responsible for the sales management activity in the region. Dividing the entire sales region into a|

| |number of... |

|Time And Territory |Sales territory is the region where there is potential for future sales. For effective management of |

|Management |the sales process, different sales territories are assigned to the salesforce. Time and territory |

| |management are two of the most significant aspects of the sales management process. The presentation |

| |examines the issues involved in... |

|Sales Force |The Sales Force Automation (SFA) approach to salesforce management focuses on cultivating customer |

|Automation |relationships and, thereby, improving customer satisfaction. SFA helps in making the field sales staff |

| |more productive. They are entrusted with the responsibility of directly managing customer relations. |

| |The presentation discusses the tools used in SFA and the... |

|Building A Sales |This presentation explains how to build a sales staff. |

|Staff | |

|  | |

|Continual Development|Selling involves convincing the prospective buyer about the need for a particular product or service |

|Of The Sales Force: |and persuading him/her to make a purchase decision. The design and development of an efficient |

|Sales Training |salesforce is imperative to ensure efficient sales in organizations. Conducting regular sales training |

| |programs help impart crucial skills in salespeople... |

|MARKET, INDUSTRY, AND|The market, industry, and company research process includes the systematic identification, collection, |

|COMPANY, RESEARCH |analysis and distribution of information for the purpose of knowledge development and sales and |

| |marketing decision making. |

|Presentation and |Valuable for report and presentation preparation. |

|Report Charts and | |

|Graphics - Big Time | |

|Saver! | |

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