In the area of industrial and institutional selling just making a transaction is not enough. The account captured has to be nurtured and developed to yield the best possible results over time.

1. Account Management

2. a. Have a large number of clients
b. Have healthy business with selected clients
THE TWO APPROACHES

3. Advantages of a large number of clients
Advantages of a selected number
Disadvantages of the large number
Disadvantages of the selected number
The balance is somewhere in between
ON THE BALANCE

4. Strengthening your relationship
Using your credibility
Thinking on behalf of client
Better understanding of client need
Proactive approach
ADVANTAGES
(Selected focused accounts)

5. ADVANTAGES
(Selected focused accounts)
Time ultilisation
Ease of follow up
Depth of knowledge
Less room for competitors
TOM (top of mind)

6. TRANSACTIONS VS SALES
Apples and oranges ?

7. DIFFERENCE IN TRANSACTION AND SELLING
Selling the land on the Moon (Lunar Embassy)
Selling Eiffel Tower (Victor Lustig)
What would a salesman do for the above two ?
Who will be better off ?

8. Be a patient listener (no fast talking, that gets a con man his coups).
Never look bored (be genuinely interested)
Wait for the other to give political opinions, then agree.
Let them give person religious views, then have the same.
TEN COMMANDMENTS OF CON ARTISTS

9. Hint at dirty talk, let the other person show an interest.
Never discuss illness, unless some concern is shown.
Never pry into personal things -(they'll tell you eventually).
Never boast -Just let your importance be quietly obvious.
Never be untidy.
Never get drunk.
(Don’t get cosy with them)
TEN COMMANDMENTS OF CON ARTISTS- Contd

10. TRANSACTIONS VS ACCOUNT MANAGEMENT
TRANSACTIONS ACCOUNT MANAGEMENT
 Narrow focus on
opportunities
 Focus is shorter term
 Buyers are defensive and
secretive
 No long term perspective
 Growing my business
 Creating value above specific
opportunities
 Value co-creation, customer
satisfaction , operational and
structural alignment
 Buyers are open and trusting
 Long term goals defined
jointly
 Growing his business

11. Client’s Single Point of Contact

12. Understand Account
 Structure
 Decision making
 Process
 Dynamics
 Brands & products
 Spend & budgets

13. THE MUST HAVE INFO
Organogram
Employee progress route
Buying and purchase patterns
Grouping in the corporate world
Products not yet launched

14. Understand Brands
 Positioning
 Personality
 Market share
 Brand competitors
 PLC

15. HISTORY AND GEOGRAPHY
Sales history of client
Geographic spread of his initiatives
Struggling brands
BCG analysis of his brands
Focus

16. ANALYSIS AS A COLLABORATOR
Across category on competitors activity
Territory wise analysis on activity
News items on related fields
Government/International trends and news
New items developed by your team

17. BENDS ALONG THE ROAD
Deeper understanding of industry
Thinking ahead
Risks and opportunities
Road map for future needs of client

18. FOCUS
Educate and add value
Collaborate and have mutual goals
Spend quality time
Understand needs
Foresee potential pitfalls
Solution selling

19. INTERNAL COORDINATION
Communications with internal players
Pick the brains of your internal team
You are the deliverer !
Track you order

20. Expectations from Account Manager
 Devise a plan focusing on numbers and questions
 Nurture relationships
 Understand customer business problems
 Educate customer with content
 Get internal referrals – horizontal and vertical
 Create mechanisms for delivery and support
 Assist customer in budgetary planning
 Introduce new products

21. Evaluating Accounts Managers
 Total Revenue
 Share of business
 Gross margin
 Revenue growth in existing channels
 Growth potential in new channels
 Comparison with other accounts