Presentation on theme: "…..Making relationships fly. 2 Why Key Account Management can Often Underdeliver….... Misconception of what it means –Another word for selling –Monthly."— Presentation transcript:
2 Why Key Account Management can Often Underdeliver….... Misconception of what it means –Another word for selling –Monthly reporting mechanism –Corporate entertaining/get to know people –Form filling Total accountability placed with the lead salesperson Sponsor misunderstands and/or does not sponsor and/or gets sidetracked Inability to influence across an organisation………..the virtual team Objectives/payplans/incentives Fear of challenging objectives Inadequate progress monitoring and/or acceptance of underperformance Believing it is a one way street……….you cant do it to a customer General lethargy, cynicism and lack of commitment ……AME helps remove these barriers to success
3 The Cornerstones of Account Management Excellence…. Understanding, identifying and growing value Forging collaborative relationships Understanding the customers economics, issues and objectives Organising for success - the internal team is as important as the external team Senior executive involvement and sponsorship Aligned incentive systems Ambition Investing wisely
4 Low High Shared Interest Trust Effective Business Partnership Effective Supplier Relationship Effective Relationship with High Potential for Partnership Ineffective Relationship Low Most business relationships end up here Relationships are not Easy……. Over time, different levels of relationship develop, depending on the relative states of trust and shared interest that exist between parties Most talk about partnership but few understand it, even fewer get close to it Customer perceptions are everything, and they are difficult to change It is very important to understand those perceptions before implementing a key account or sales and marketing strategy ……AME provides the foundations for successful relationships
5 You Need to be Honest About Current Relationships…... We establish (honestly) where you are with the account relationship, and where you realistically want to get to… ……and ideally compare with your customers opinions
6 INFORMATION SOURCE JAPPPROBLEM SOLVER PARTNER We measure relationships……then agree strategies If the relationship ended, both companies would find it difficult and complicated 4 There is a real spirit of partnership and trust between our two companies 3 Together we have produced long-term strategic plans for the development of our relationship and business 1 Any information at all relevant to our business together is passed straight onto xyz ltd 2 People at all levels in both organisations are in constant communication with each other 3 We have realised substantial cost savings through working with this customer 3 TOTAL16 1 = Strongly Disagree 2 = Disagree 3 = Partially agree/disagree 4 = Agree 5 = Strongly Agree Current (16) Desired (26)
7 The Value Matrix Creates a Focus on Areas of Joint Value Creation….. Value to Customer Value to You Influence Carefully AvoidManage Carefully Focus
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