Background:
As shown in our white paper entitled “Death of a Sales Force” powerful economic forces are leading companies to focus on their Key Accounts to defend a large share of their existing business and to achieve their sales growth objectives.
Adopting a Key Account Management strategy requires changes in account management processes, skills, resource commitment, and tool kits.
The level of account service for key accounts increases and requires:
- Strategic business problem solving.
- Fact-based analysis of both customer data and the customer’s strategic situation,
- issues, and opportunities.
- Defining, selling, and executing mutually beneficial business relationships, strategies and programs.
- Customer and cross-functional collaboration.
- Establishing relationships with multiple levels of the customer organization: the economic buyer, strategic and marketing influencers, operations and logistics, etc.
- Program developed for Major customers with differentiated, measurable benefits beyond offerings to the rest of our customer base
- Program component options chosen to match each customer’s interest/needs. (Not all components are offered to all customers.)
- Increased resources for customized implementation of account plans.
- Measurement and cross-organizational review meetings.
Key Account Management acknowledges there are wide differences among major accounts in terms of customer strategies, decision making processes, and abilities to execute. A single account management approach will result in differences in overall customer satisfaction, and satisfaction of each department within different customer organizations.
A Key Account Management training program helps the client firm create for each major account::
- A fact base on the customer’s business strategies including operational priorities.
- The top 3 to 5 strategic issues facing the customer’s business.
- Alignment between the client’s and the customer’s strategies and decision making processes.
- A mutually agreed upon action plan and measurement process.
- From the client point of view, the Key Account Management training program creates for each major account measures of success for volume, profit, customer satisfaction, new product penetration, trust,, opportunities to trial emerging client technology and materials, opportunities for joint collaboration on NPD projects to support customers business objectives
Project objectives:
This project will develop:
an analysis of the drivers of success in the client’s Key Account Management process
a sample of two major account case examples of the Strategic Account Management process
a summary of innovative key account management practices
For any questions or to set up an appointment, please Contact Us and we will be glad to help assist you.
Call 770.993.7343 or Email us at info@resultrek.com
