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. 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.
Capacity building: Developing internal capabilities
and capacity in terms of knowledge, structures,
systems and tools is a requirement for long-term
success
4. OBJECTIVES OF KAM
•Maximizing the sales velocity, this improves the
utilization of the sales resources and understanding
the importance and nuances of managing account.
•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
•Increasing customer loyalty and customer retention
,this in turn drives down overall cost of sales.
•Thereby, be value partners to our customer.
5. THINK LIKE YOUR CUSTOMER:
Managing & selling to key accounts
Bussiness Acquisition & Retention
6. HOW TO GO ABOUT IN KAM???
penetration
New Product
Development
Market Extension
On Product
Lines
Market
Development
8. Business resources
MANAGING KEY ACCOUNTS
Managing the future
must be continual
process of analysis,
reassessment and
change
KAM is
about
managing
people
Business objective
Mrkting Oppurinities
10. THINK LIKE YOUR CUSTOMER:
Managing & selling to key accounts
Understanding what customer
really wants
11. THE NEED VS RESULT ANALYSIS
“c” buys what they need to,so
they can get what they want.
They don’t want a
solution ,what they want is
result.
Current State Desired Future state
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
19. ASPECTS OF SOLUTION SELLING
• Relatively long period of time
• Unclear needs and demands
• What is the right solution.
• Large number of people are involved both in the customer’s
organization and our company
• More efforts are required to form a tailor made solution and “sell” it
to the customer.
• There is a need for a more structured planning.
20. THE DIMENSIONS OF
SOLUTION SELLING
Selling solutions
Marginal sales
efforts
sellers
No. of
efforts
normal large critical
choice
Std.
products
New solu
adaptation
Small
adaptation
22. THINK LIKE YOUR CUSTOMER:
Managing & selling to key accounts
Managing key accounts
23. LET’S CONSIDER SIX POSSIBLE
OBJECTIVES
• Retention of customers in a competitive environment
• Growth through entry into new customers
• Growth with existing customers
• Managing customers with a cross territory perspective
• Going beyond product and benefit selling .
