KEY ACCOUNT MANAGEMENT
WHAT IS KAM??? Key account management is a  strategic business  approach with the objective of ensuring long-term and sust...
STRATEGIC IMPLICATIONS KAM as core to business:  For KAM to be able to deploy its full potential and benefits,  it is cruc...
OBJECTIVES OF KAM <ul><li>Maximizing the sales velocity , this improves the utilization of the sales resources and underst...
THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Bussiness Acquisition & Retention
HOW TO GO ABOUT IN KAM??? penetration New Product Development Market Extension On Product Lines Market Development
THE BUSINESS PARADIGM
MANAGING KEY ACCOUNTS Business resources Business objective Mrkting Oppurinities Managing the future must be continual pro...
SELLING MILLIPORE SERVICE
THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Understanding what customer really wants
THE NEED VS RESULT ANALYSIS Current State Desired Future state “ c” buys what they need to,so they can get what they want....
THE BUSINESS ACTION DRIVERS
WHY KAM??? 1.KAM is a process for  “finding new opportunities” 2.KAM is a means to provide  uniform service and selling so...
THE KAM PROCESS
WHO IS OUR PROSPECT??? ASSESSMENT CRITERIA POINTS SCORE <ul><li>P resent contributions </li></ul><ul><li>C ustomer expansi...
THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Selling to key accounts
PORTER’S ANALYSIS Competitive rivalry Threat Of  New entrants Bargaining power of buyer’s Bargaining power of supplier Thr...
SELLING TO KEY ACCOUNTS
ASPECTS OF SOLUTION SELLING <ul><li>Relatively  long period of time </li></ul><ul><li>Unclear  needs and demands </li></ul...
THE DIMENSIONS OF SOLUTION SELLING  No. of efforts normal large critical choice Std. products New solu adaptation Small ad...
SOLUTION SELLING
THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Managing key accounts
LET’S CONSIDER SIX POSSIBLE OBJECTIVES <ul><li>Retention of customers  in a competitive environment </li></ul><ul><li>Grow...
ACCOUNT STRATEGY PLAN
THE KEY ACCOUNT RELATIONSHIP DEVELOPMENT MODEL HIGH LOW HIGH LOW KAR SUCCESS % STRATEGY
 
KEY ACCOUNT MANAGEMENT THANK YOU
Upcoming SlideShare
Loading in...5
×

Key Account Management

29,476

Published on

Published in: Business, Technology
5 Comments
24 Likes
Statistics
Notes
No Downloads
Views
Total Views
29,476
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2,788
Comments
5
Likes
24
Embeds 0
No embeds

No notes for slide

Transcript of "Key Account Management"

  1. 1. KEY ACCOUNT MANAGEMENT
  2. 2. WHAT IS KAM??? Key account management is a strategic business approach with the objective of ensuring long-term and sustainable business development through profitable partnerships with strategically important customers Key account management is not an isolated business process . It is an intégrative élément of the business strategy .
  3. 3. STRATEGIC IMPLICATIONS KAM as core to business: For KAM to be able to deploy its full potential and benefits, it is crucial that it be positioned in the organization as a core to the business. C apacity building: Developing internal capabilities and capacity in terms of knowledge, structures, systems and tools is a requirement for long-term success
  4. 4. OBJECTIVES OF KAM <ul><li>Maximizing the sales velocity , this improves the utilization of the sales resources and understanding the importance and nuances of managing account. </li></ul><ul><li>Increasing average deal size or the wallet share,we achieve with each customer, while at the same time minimize price erosion by developing specific process to build and manage accounts </li></ul><ul><li>Increasing customer loyalty and customer retention ,this in turn drives down overall cost of sales. </li></ul><ul><li>Thereby, be value partners to our customer. </li></ul>
  5. 5. THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Bussiness Acquisition & Retention
  6. 6. HOW TO GO ABOUT IN KAM??? penetration New Product Development Market Extension On Product Lines Market Development
  7. 7. THE BUSINESS PARADIGM
  8. 8. MANAGING KEY ACCOUNTS Business resources Business objective Mrkting Oppurinities Managing the future must be continual process of analysis, reassessment and change KAM is about managing people
  9. 9. SELLING MILLIPORE SERVICE
  10. 10. THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Understanding what customer really wants
  11. 11. THE NEED VS RESULT ANALYSIS Current State Desired Future state “ c” buys what they need to,so they can get what they want. They don’t want a solution ,what they want is result.
  12. 12. THE BUSINESS ACTION DRIVERS
  13. 13. WHY KAM??? 1.KAM is a process for “finding new opportunities” 2.KAM is a means to provide uniform service and selling solutions 3. KAM is a means which focuses on providing solutions for overcoming barriers
  14. 14. THE KAM PROCESS
  15. 15. WHO IS OUR PROSPECT??? ASSESSMENT CRITERIA POINTS SCORE <ul><li>P resent contributions </li></ul><ul><li>C ustomer expansion/ diversification </li></ul><ul><li>R eferrals </li></ul><ul><li>C onformation to regulatory norms </li></ul><ul><li>C redit worthiness </li></ul><ul><li>R & D </li></ul><ul><li>G eo- reachability </li></ul><ul><li>P ricing & profitability </li></ul>
  16. 16. THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Selling to key accounts
  17. 17. PORTER’S ANALYSIS Competitive rivalry Threat Of New entrants Bargaining power of buyer’s Bargaining power of supplier Threat of New substitute
  18. 18. SELLING TO KEY ACCOUNTS
  19. 19. ASPECTS OF SOLUTION SELLING <ul><li>Relatively long period of time </li></ul><ul><li>Unclear needs and demands </li></ul><ul><li>What is the right solution. </li></ul><ul><li>Large number of people are involved both in the customer’s organization and our company </li></ul><ul><li>More efforts are required to form a tailor made solution and “sell” it to the customer. </li></ul><ul><li>There is a need for a more structured planning. </li></ul>
  20. 20. THE DIMENSIONS OF SOLUTION SELLING No. of efforts normal large critical choice Std. products New solu adaptation Small adaptation Selling solutions Marginal sales efforts sellers
  21. 21. SOLUTION SELLING
  22. 22. THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Managing key accounts
  23. 23. LET’S CONSIDER SIX POSSIBLE OBJECTIVES <ul><li>Retention of customers in a competitive environment </li></ul><ul><li>Growth through entry into new customers </li></ul><ul><li>Growth with existing customers </li></ul><ul><li>Managing customers with a cross territory perspective </li></ul><ul><li>Going beyond product and benefit selling . </li></ul>
  24. 24. ACCOUNT STRATEGY PLAN
  25. 25. THE KEY ACCOUNT RELATIONSHIP DEVELOPMENT MODEL HIGH LOW HIGH LOW KAR SUCCESS % STRATEGY
  26. 27. KEY ACCOUNT MANAGEMENT THANK YOU
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×