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Key accounts overview

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Key account management is going to become more important than even solutions selling as more and more buyers look to hook up with preferred suppliers.

Key account management is going to become more important than even solutions selling as more and more buyers look to hook up with preferred suppliers.

Published in: Business, Career

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  • 1. T +61 3 9532 7677 PO Box 277 F +61 3 9532 7388 782 Glenhuntly Road contact@barrett.com.au Caulfield South VIC 3162 www.barrett.com.au ABN 13 067 951 188Implementing Key AccountsManagement Copyright © Barrett - 2012
  • 2. The Modern Day Challenge!• Business is more complex• Less time to make a correct decision• More choice and access to information• Risk is greater• Buyers want to reduce the number of suppliers• Cost of sale increasing• Market more competitive• Products less differentiated• Simply selling is more complex Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
  • 3. Misconceptions…• The objective of key accounts management is to build relationships with customers• All national and major accounts are “key accounts”• Every company has to have key accounts• Key accounts is simply another selling style• Any salesperson can be Key Accounts Managers Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
  • 4. KAM – A Summary• Key accounts is a strategic sales initiative• It is customer-centric rather than internally focused• It’s main purpose is to capture share of mind• It results in improved margins share of spend• It is not a home for would-be pensioners• It demands strategic thinking capabilities• It also demands commitment from buyer and seller Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
  • 5. Organisational Challenge• Be more flexible in what and how it does things• Adapt process to satisfy customers• Form strategic alliances to add value• Deliver exceptional pre-sales / post service• Focus externally – deliver what buyers expect• Provide sustained quality of post-sales service• Accept fallibility and work fast to correct any error Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
  • 6. Organisational Challenge Key Accounts National Accounts Major Accounts Transactional Accounts Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
  • 7. What is a Key Account?“A customer that has strategic value; that usually involves selling into a complex environment; that includes interaction with more than one buying influence; that has the capacity to sustain long- term, profitable growth; where buyers are prepared to develop mutually beneficial business partnerships…” Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
  • 8. Partnerships “A mutuality of dependence in which both buyer and seller work in partnership to ensure that each receives full value from the relationship; that each has their needs fulfilled; and that in the process, neither disadvantages the other…” Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
  • 9. The KAM’s Profile Diplomat Business Analyst Manage Process Trainer Planner Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
  • 10. Relationships Supplier Distribution Production Distribution Marketing Production Buyer Marketing Finance Finance Admin Sales Admin Buyer CEO CEO Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
  • 11. Relationships Buyer Supplier CEO CEO Finance Finance Production Production Distribution Distribution Marketing Marketing Admin Admin Buyer Sales Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations
  • 12. Key Account Management Finance Administration IT Needs Desires Market Production Key Accounts Conventional Selling ManagementImage Aims Politics ProcurementPerformance Ambitions EconomicsFinance Aspirations Growth Management Vision Legislation New future Globalisation Marketing Competition Customers Distribution Copyright © Barrett – 2012 – Partnering with our clients to improve their sales operations