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Managing the customers you can't afford to lose
- 1. Managing the customers you can’t afford to lose This webinar will give you insights and a tool to help you manage the customers that generate most of your revenue or most of your profit.
- 2. Peter Browne is Head of Strategy at Gordian Business, an international consulting firm focused on increasing productivity and profitability for global corporate clients. • 20 years in leadership roles in Australia and New Zealand • Experienced in the development and implementation of transformational strategy • Sales leadership managing some of the region’s largest and most complex companies • Has achieved significant revenue and profit growth by applying Strategic Account Management practices
- 3. Poll for Webinar Please indicate % share of total revenue from your Top 10 accounts: 0% - 20% 20% - 40% 40% - 60% > 60% Don’t know
- 4. “Why should we manage a select number of key accounts in a strategic way?”
- 5. The New Normality Products & Services The Playing Field is almost level Competition Customers Intensifying Your team - Your Big getting bigger the Real Source of Firm Global Value-Add Online Pricing Pressures Increasingly knowledgeable buyers
- 6. Strategic Account revenue trends 100% 40% 60% Large customers % of 70% 80% 90% total revenues 1970’s 1980’s 1990’s 2000’s Today
- 7. Revenue distribution profile 100% % of revenue 0% 20 40 140 Number of customers
- 8. 2009 US B$ 95.75 2011 US B$ 99.9 No single account represented 10% or more in revenue in 2008, 2009, 2010 or 2011
- 9. Agenda for Webinar • Defining a portfolio of accounts your company wants to serve • Developing and implementing relationship management strategies
- 11. Choose some selection criteria • Revenue • Profitability • Account potential • Product mix • Geography • Prestige value • Relationships • Cultural fit between companies • Fit with your strategy
- 12. Strategic Account Matrix High Relational Partnership R Exceed Relationship value Exceed account Expectations E L A T I O N Transactional Technical S Meet account Expectations Exceed Technical value H I P Low High VALUE
- 14. Real Account Intimacy Cost Revenue
- 15. Agenda for Webinar • Defining a portfolio of accounts your company wants to serve • Developing and implementing relationship management strategies
- 16. Managing Accounts in a Rapidly Changing World Transactions and Partnerships Transaction Selling Partnership 1. Selling dominates learning. 1. Learning about the account is intense and dominates selling. 2. Talking dominates listening. 2. Listening dominates talking. 3. Persuading the account is product driven and benefits 3. Teaching the account is need focused. driven and problem focused. 4. The goal is to build buyers 4. The goal is to build and sales through persuasion, relationships through value, price, presence and terms. credibility, responsiveness and trust.
- 17. Poll for Webinar Do you have a structured approach to identify your most important clients? Yes No Sort of – we do it ad hoc
- 18. Why are our customer’s in business? • To make a profit… • Why?.. • To get a return on investment… Unless you are assisting them at the strategic level to achieve this outcome you are a commodity
- 19. Strategic Relationships “ Too many people think only of their own profit. But business opportunity seldom knocks on the door of self- centered people. ” No customer ever goes to a store merely to please the storekeeper. Kazuo Inamori
- 20. Strategic Accounts – Questions are the Answers! Do we have a deep relationship with the account? Do we know what drives their buying decisions? How are we investing to differentiate our value proposition with them? Do we deliver the customer experience we intend to deliver – consistently? (do we even know?) How is the “voice” of the customer heard within our organisation? Do we have a streamlined process to refresh our value propositions every 3 months with our top clients?
- 21. Traditional Account Management Model Account’s Internal Resources Account Primary Contact Your Account Manager Your Internal Resources Communications are managed primarily Point-to-Point
- 22. 21st Century Account Management Model Account’s Primary Contact Account Internal Resources Your Internal Resources Your Account Manager Account’s Primary Contact and Your Account Manager Facilitate (vs. control) Cross-functional Dialogue
- 23. 80% of companies believe they deliver a superior customer experience…… but only 8% of their accounts agree Bain & Company
- 24. Value of Relationships “ Business relationships are becoming a new form of wealth and differentiation. Two companies can have similar products and cost structures, but the one with strong ” supplier relationships can lock out competitors. Michael Porter
- 25. Don't measure yourself by what you have accomplished, but by what you should have accomplished with your ability. John Wooden
- 26. Value Disciplines 1. Redefine value with critical clients. 2. Create business processes that deliver more value. 3. Ensure relationships are strategic not operational. 4. Raise expectations beyond competitors’ reach.
- 27. Common Mistakes • Using revenue as the only selection criteria • Selecting too many accounts to manage strategically • Focussing on the short term • Focussing on your priorities rather than solving the customers problems • Analysis paralysis – trying to perfect your SAM program before implementing anything