Key Account Management - Teresa Alvarez Cerdeiros

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KEY ACCOUNT MANAGEMENT …

KEY ACCOUNT MANAGEMENT
The customer IN
European Sales & Marketing Effectiveness in Chemicals Forum - Amsterdam, November 2013

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  • 1. KEY ACCOUNT MANAGEMENT The customer IN Teresa Álvarez Cerdeiros former Key Account Manager | Dow Chemical European Sales & Marketing Effectiveness in Chemicals Forum - Amsterdam, November 2013
  • 2. KEY ACCOUNT MANAGEMENT  Why?  What? Teresa Álvarez Cerdeiros
  • 3. Critical SUCCESS FACTORS to approach the customer  Manage customers NOT sales Teresa Álvarez Cerdeiros
  • 4. Critical SUCCESS FACTORS to approach the customer  Manage customers not sales  Internal Teamwork TRIGGER Teresa Álvarez Cerdeiros
  • 5. Critical SUCCESS FACTORSs to approach the customer  Manage customers not sales  Internal Teamwork trigger  Fed from OUT to IN Teresa Álvarez Cerdeiros
  • 6. The road towards the CUSTOMER–CENTRIC business  SERVING attitude Teresa Álvarez Cerdeiros
  • 7. The road towards the CUSTOMER–CENTRIC business  Serving attitude  Selling solutions CUSTOMIZATION Teresa Álvarez Cerdeiros
  • 8. The road towards the CUSTOMER–CENTRIC business  Serving attitude  Selling solutions customization  Customer CENTRIC Teresa Álvarez Cerdeiros
  • 9. The road towards the CUSTOMER–CENTRIC business Customer Needs Satisfied Product Customer centric Share of Customer Centric Market share Customers Reached Teresa Álvarez Cerdeiros
  • 10. The road towards the CUSTOMER–CENTRIC business  Serving attitude  Selling solutions customization  Customer centric  GLOCAL vision Teresa Álvarez Cerdeiros
  • 11. KAM profile with market evolution HUNTER to FARMER Sales are the VANITY and Contribution Margin the HEALTH Teresa Álvarez Cerdeiros
  • 12. KAM profile with market evolution  From hunter to farmer  Value PERCEPTION Teresa Álvarez Cerdeiros
  • 13. KAM profile with market evolution Teresa Álvarez Cerdeiros
  • 14. KEY ACCOUNT MANAGEMENT The customer IN Thank you! Teresa Álvarez Cerdeiros teresa.alvarez@cerdeiros.com Teresa Álvarez Cerdeiros