• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Managing the customers you can't afford to lose Part 2
 

Managing the customers you can't afford to lose Part 2

on

  • 350 views

Learn how to monitor the health of key account relationships and grow sales and profits

Learn how to monitor the health of key account relationships and grow sales and profits

Statistics

Views

Total Views
350
Views on SlideShare
350
Embed Views
0

Actions

Likes
2
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Managing the customers you can't afford to lose Part 2 Managing the customers you can't afford to lose Part 2 Presentation Transcript

    • Managing thecustomersyou can’tafford to losePart 2 : How to• Monitor Health of the Relationships• Grow Sales & ProfitsThis webinar will give you insights and atool to help you manage the customers thatgenerate most of your revenue or most ofyour profit.
    • Gary PeacockMBA, MSc, GAICD, Grad. Cert. Change Management & BEngHead of Innovation and Research, Gordian BusinessA specialist in improving and sustaining business performance. Gary works with senior managers onstrategic issues to change private and public organisations to produce better results.Gary has over 20 years experience having worked in the UK and Australia in various capacities, includingsales, engineering, production and service. This enables him to understand the challenges of changingthe daily behaviours of staff. Gary’s latest book, Persuading for Results, published in 2011, is alsoavailable as an ebook.Gary has a Masters degree from Cranfield, a leading technology school in the UK and an MBA fromleading business school in Australia - The Australian Graduate School of Management. Gary teachesChange Management online at The Australian Graduate School of Management. He is a member of theAustralian Institute of Company Directors. Gary presents the Macquarie Graduate School Of ManagementProgram, Strategic Account Management. +61 2 9450 1040 www.gordianbusiness.com.au
    • Poll for WebinarPlease indicate % share of totalrevenue from your Top 5 accounts: 0% - 20% 20% - 40% 40% - 60% > 60% Don’t know +61 2 9450 1040 www.gordianbusiness.com.au
    • Agenda for Webinar • Monitoring the health of key relationships, both strategically and operationally • Linking account management to the performance of sales revenue and profits +61 2 9450 1040 www.gordianbusiness.com.au
    • Agenda for Webinar • Monitoring the health of key relationships, both strategically and operationally • Linking account management to the performance of sales revenue and profits +61 2 9450 1040 www.gordianbusiness.com.au
    • Whatever got you to where you are today will not be sufficient to keep you there! +61 2 9450 1040 www.gordianbusiness.com.au
    • The secret of developingstronger relationships is… …building a better fit between the potential value and current value your business offers to a specific account (or prospect).
    • MOREThan Products & Services
    • The Account Value ChainA series of activities your business undertakes to serve their customers(and use your products). Your business has the opportunity to ‘addvalue’ at any links in that chain.Financial Services Source &Create new Borrow Lend Operate manage products money money branches customersManufacturing Design Make Deliver Service Sell products products products products
    • What processes do you need toensure you have good relationships?• A value proposition for each key account; Yes, really! +61 2 9450 1040 www.gordianbusiness.com.au
    • A Value Proposition: Some Tips• The one or two points different from competitors that deliver the greatest value to this customer• Concentrate on what you have already delivered up to now; not what you could deliver in the future +61 2 9450 1040 www.gordianbusiness.com.au
    • Poll for WebinarDo you have an account plan thatis reviewed: Every 3 months or less Every 6 months Every 9 months Every 12 months Don’t have a plan or don’t review +61 2 9450 1040 www.gordianbusiness.com.au
    • Poll for WebinarIs your account plan reviewed withother departments: Yes, reviewed with other departments No, not reviewed with other departments Don’t have a plan or don’t review +61 2 9450 1040 www.gordianbusiness.com.au
    • What processes do you need toensure you have good relationships?• A value proposition for each key account; Yes, really!• An account plan• A 90 day account review in your organisation – Not just sales – Attended by senior managers – Attended by department representatives +61 2 9450 1040 www.gordianbusiness.com.au
    • Agree different meetings; Don’t mix operational and strategicForum Your Customer(Frequency) OrganisationOperational Name (1) Name (1) STRATEGIC:(Weekly, 2 Weekly, Name (2) Name (2) For example, ideas,every month, every 3 Name (3) Name (3) information andmonths, every 6 Name (4) Name (4)months) contacts to…Commercial Name (5) Name (5) Improve the customer’s(Weekly, 2 Weekly, Name (6) Name (6) competitive advantageevery month, every 3 Name (7) Name (7) Improve customer’smonths, every 6 customer satisfactionmonths)Strategic Name (8) Name (8) Improve customer’s(Every month, every 3 Name (9) Name (9) employee satisfactionmonths, every 6 Name (10) Name (10) Reduce the customersmonths, every 12 costsmonths)
    • Watch for any early warning signals ofdeteriorating relationships. • Look at the last quarter and the last year. How much resource (time, money and people) – are the customer committing to the relationship? – are your organisation committing to the relationship? • Don’t listen to the words, watch the commitment of resource (time, money and people) • Watch out for one-sided relationships +61 2 9450 1040 www.gordianbusiness.com.au
    • Agenda for Webinar • Monitoring the health of key relationships, both strategically and operationally • Linking account management to the performance of sales revenue and profits +61 2 9450 1040 www.gordianbusiness.com.au
    • Insanity is doing the same thing, in the same way, and expecting a different outcome. Einstein
    • A common mistakeMORE SALESORMORE STRATEGIC
    • Manufacturing Company $600 million Sales 65 Customers 6 59 Customers, 47 Customers, 53 % %5 Customers growing at market rate1 growing at 30% above market rate, In 5 years,already 10% of sales 1=30% of sales?
    • Some questions about growing sales1. Do you know which customers you would What processes prefer to grow? do you have to ensure the answers to2. Which customers do you make special offers to? questions 2 and 33. Which customers do you are the same as rely on for last minute the answers to orders to meet your budgets? question 1? +61 2 9450 1040 www.gordianbusiness.com.au
    • A final question about growing sales Do we know if ourcustomers make moremoney doing business with us versus the competitor? Owen Cornings Question +61 2 9450 1040 www.gordianbusiness.com.au
    • Client Activity: Value-Cost Matrix Leverage Great High opportunityHow much Reduce Cost?does thecustomervalue the Fair Questionactivity? Low Why? Low High Cost to provide by you +61 2 9450 1040 www.gordianbusiness.com.au
    • Let us not becontent to wait andsee what willhappen,but give us thedetermination tomake the rightthings happen.Peter Marshall +61 2 9450 1040 www.gordianbusiness.com.au
    • Thank you