Key Account Management - Teresa Alvarez Cerdeiros

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

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Key Account Management - Teresa Alvarez Cerdeiros

  1. 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. 2. KEY ACCOUNT MANAGEMENT  Why?  What? Teresa Álvarez Cerdeiros
  3. 3. Critical SUCCESS FACTORS to approach the customer  Manage customers NOT sales Teresa Álvarez Cerdeiros
  4. 4. Critical SUCCESS FACTORS to approach the customer  Manage customers not sales  Internal Teamwork TRIGGER Teresa Álvarez Cerdeiros
  5. 5. Critical SUCCESS FACTORSs to approach the customer  Manage customers not sales  Internal Teamwork trigger  Fed from OUT to IN Teresa Álvarez Cerdeiros
  6. 6. The road towards the CUSTOMER–CENTRIC business  SERVING attitude Teresa Álvarez Cerdeiros
  7. 7. The road towards the CUSTOMER–CENTRIC business  Serving attitude  Selling solutions CUSTOMIZATION Teresa Álvarez Cerdeiros
  8. 8. The road towards the CUSTOMER–CENTRIC business  Serving attitude  Selling solutions customization  Customer CENTRIC Teresa Álvarez Cerdeiros
  9. 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. 10. The road towards the CUSTOMER–CENTRIC business  Serving attitude  Selling solutions customization  Customer centric  GLOCAL vision Teresa Álvarez Cerdeiros
  11. 11. KAM profile with market evolution HUNTER to FARMER Sales are the VANITY and Contribution Margin the HEALTH Teresa Álvarez Cerdeiros
  12. 12. KAM profile with market evolution  From hunter to farmer  Value PERCEPTION Teresa Álvarez Cerdeiros
  13. 13. KAM profile with market evolution Teresa Álvarez Cerdeiros
  14. 14. KEY ACCOUNT MANAGEMENT The customer IN Thank you! Teresa Álvarez Cerdeiros teresa.alvarez@cerdeiros.com Teresa Álvarez Cerdeiros

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