Account Management
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Account Management Account Management Document Transcript

  • ACCOUNT MANAGEMENT 1. Who knows what is accont management? (Delegates start to answer and their answers we write down on the board as a circle). Than I give short explanation: Is account management an art or science? This is a critical question: The answer determines whether the sales process can be systematized and subjected to constant improvement.The answer, not surprisingly, is that both aspects are important. The prime responsibility of a company's management is to provide its sales reps with a systematic, effective process through which they can understand how to succeed. The essence of sales rep effectiveness is to have an extremely clear understanding of what task needs to be accomplished in every account call. This process is the science of account management. We Don't need to make account management more complex than it needs to be! The basic goal is to maximize account penetration (in this point I put big SIGN in the middle of all others suggestions). The best is to look for opportunities to sell every product and service in your portfolio to every business entity (business unit, department, division, etc.) in the account. Make maximum use of referrals and testimonials to help you initiate new relationships. If you want to set deep contacts with your account (company) regularly remind all of your contacts of the full breadth of your portfolio of products and services and also be organized and keep meticulous records. PPT slide 2 2. What is a need in AIESEC and in others companies to have Account managers? PPT slide 3 -5 with short explanations 3. Actions for creating account management on local/national level The science of account management has four key elements: (1) profitability management; (2) account relationship selection; (3) product migration paths; and (4) account planning. With these four elements in place, plus aligned sales compensation, the sales process will produce great results. An effective account plan should cover at least six critical sales rep actions. Here's a checklist for sales reps and their managers. Develop an account profile. This should include potential sales volume, margin potential, operating fit (customer service needs), relationship versus transactional buyer behavior, and account history. Identify whom you are hunting. Profile the key individuals in the buying center, including influencers. Generally, a surprisingly large number of individuals are involved. Identify their needs. Determine what each individual needs to make your product or service most buyable. Is it support? Resale amount and quickness? Lifetime value of a customer relationship? Price? Endorsements? Quick visits or lengthy talks? Often this will vary by individual.
  • Determine how to open each door. For each individual in the account's buying center, what is the key reason why he or she will listen to you? What questions will be most compelling and show that you are in tune with his or her key needs or worries? This is a critical step, and the answers are not obvious. If this is not done well, the sales process turns into simply going in and asking for business; this is especially fatal when dealing with an account's top managers. Create an action plan with steps, resources, metrics, and milestones. This should be a program that is tough, thorough, and robust. It should follow directly from the previous analysis. In the absence of a tight link, the action plan again will amount to simply going in and asking for business. The plan should have expected outcomes (volumes, likelihood) that can justify the investment of time and resources. Specify clearly what support or resources are needed from other departments in your company. Create a coaching plan. It is critical that the sales rep identify the key points at which sales manager coaching will be needed by the sales rep to ensure the success of the account management process. Sales reps must be proactive in using their sales managers as one of their most valuable resources. Successful account management The essence of successful account management is to structure a very well thought-out process to ensure that the sales reps have extreme clarity about what task needs to be accomplished in each and every customer interaction, and to ensure that this process will consistently produce the most profitable results. PPT 6-7 Question to the members: What selling/raising steps can do ER in your LC? And ICX? PPT 8,9 3. ICX Bible PPT 11-13 4. Conclusion PPT 14-15 1laptop,1 beamer,2 people,3 piece of paper,markers,few flipcharts 5. Simulation “Marketing Call Simulation”. All participants are devided into 3 groups. Each griup gets it’s specific task:to make and find good suggestion for the company ,action steps of Account Management and Ecpected results. There are 3 representetives of the companies (faci,co-faci and one more person). After the group finished discussion they choose one person who goes to this representetives with suggestion. The main task for FACI is to SHOW what the group did cool and what was not right by questions and some marks. Each group visits just one company representetive.
  • Final words