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KEY ACCOUNT MANAGEMENT

The customer IN
Teresa Álvarez Cerdeiros
former Key Account Manager | Dow Chemical
European Sales ...
KEY ACCOUNT MANAGEMENT

 Why?
 What?

Teresa Álvarez Cerdeiros
Critical SUCCESS FACTORS to approach
the customer

 Manage customers
NOT sales

Teresa Álvarez Cerdeiros
Critical SUCCESS FACTORS to approach
the customer

 Manage customers
not sales
 Internal Teamwork
TRIGGER

Teresa Álvare...
Critical SUCCESS FACTORSs to approach
the customer

 Manage customers
not sales
 Internal Teamwork
trigger
 Fed from OU...
The road towards
the CUSTOMER–CENTRIC business

 SERVING attitude

Teresa Álvarez Cerdeiros
The road towards
the CUSTOMER–CENTRIC business

 Serving attitude
 Selling solutions
CUSTOMIZATION

Teresa Álvarez Cerde...
The road towards
the CUSTOMER–CENTRIC business
 Serving attitude

 Selling solutions
customization
 Customer CENTRIC

T...
The road towards
the CUSTOMER–CENTRIC business

Customer
Needs
Satisfied

Product

Customer centric

Share of
Customer

Ce...
The road towards
the CUSTOMER–CENTRIC business
 Serving attitude

 Selling solutions
customization

 Customer centric

...
KAM profile with market evolution

HUNTER

to

FARMER

Sales are the VANITY and Contribution Margin the HEALTH
Teresa Álva...
KAM profile with market evolution

 From hunter to
farmer
 Value

PERCEPTION

Teresa Álvarez Cerdeiros
KAM profile with market evolution

Teresa Álvarez Cerdeiros
KEY ACCOUNT MANAGEMENT
The customer IN

Thank you!
Teresa Álvarez Cerdeiros
teresa.alvarez@cerdeiros.com

Teresa Álvarez C...
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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

Published in: Business, Technology
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Transcript of "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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