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Power series key account management
This document discusses key account management. It begins by outlining Richard Mulvey's 2019 Power Series on various sales topics, with July focused on key account management. The presentation covers finding and securing key business accounts, developing sales strategies for key accounts, and the responsibilities of key account managers in developing and maintaining long-term relationships with clients. The history of key account management and selling is reviewed, moving from an emphasis on products to focusing on customer needs and solutions. Strategies are presented for prospecting, creating a client profile, maintaining contact, and keeping key accounts as customers forever through personal relationships and knowledge of their business.
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Power series key account management
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- 2. The Power Series2019 Feb - Getting New Customers Mar - Selling over the Telephone Apr - Winning Sales Presentations May - Handling Objections / Closing the sale Jun - Sales Negotiation Jul - Key Account Management Aug - Double up Sept - Selling at your Higher Price Oct - Selling Face to Face Nov - Creating Raving Fans
- 3. Today’s Presentation Finding andsecuring key account business Developing sales strategies for key accounts Responsibilities of the key account manager Developing the growth of your key account Communications and relationship building Keeping key accounts forever
- 4. KAM Responcibilities To buildand nurture long-lasting relationships To build trust To continuously propose solutions that meet their objectives To become their strategic advisor To play an integral role in new business development
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- 6. History of Selling J.H.Patterson Sales Primer 1887
- 7. Sales Primer Sell toAnybody who wants to Buy Focus on your Product and its benefits Use the Selling Scripts Handle Objections this way Always Be Closing The Hunter
- 8. History of Selling FrankWatts 1975 Michael Bosworth 1984
- 9. Selling Solutions Prospecting Diagnosing customerneeds Crafting a potential solution Establishing value Proof, ROI and the total solution Negotiating to Win-Win Following up to ensure customer success Forming Relationships The Farmer
- 10. The Future ofKAM September 4th 1998
- 11. The Future ofKAM "Big Data" Everything is interconnected. Email is on it's way out Face to face visits are on their way out Skype will soon translate on the fly
- 12. The Future ofKAM New Prospecting Research - Research - Research Becoming a Colleague Working with the Clients Solutions Regular long Distance Contact Becoming part of their Team Becoming Part of their Business Profitability
- 13. Prospecting Cold Calling Advertising Referrals Walk Ins/ Phone Ins Networking
- 14. New Prospecting Hot Calling BrandingYourself the Expert Targeted Referrals Click Ins Social Networking
- 15. Good Morning Sir,Please sit and wait for Mr Smith Good Morning Sir, are you here for Mr Smith? Morning John, Mr Smith said go right through Hi John, You know where to go Hi John, How was your weekend? The Reception Test Becoming part of their Team
- 16. Who do wesell to? Decision Makers
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- 18. X Junior Management Middle Management Directors Finance Production Transport XX X KAM Sales Strategy
- 19. X Junior Management Middle Management Directors Finance Production Transport XX X X X X John Brian Pete Jean Pam Jill Fred KAM Sales Strategy
- 20. Strategy is filling thegap Where we are now Where we want to be KAM Sales Strategy
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- 22. Top 12 Questions 1.Company- contact details, employees, etc. 2.Who are the Decision Makers? 3.Who are the Influencers? 4.Who is their current supplier? 5.Why? 6.What is the business worth?
- 23. 7.When is thedecision going to be made? 8.What experience of us have they had? 9.What is their current project? 10.What are their major challenges? 11.How can we add value to their team? 12.What additional benefits can we offer? Top 12 Questions
- 24. 1.Qualify the prospect. 2.Makecontact 3.Is the buying window open 4.Appointment with the decision maker 5.Create more value 6.Written Proposal - Give three alternatives Top 12 Actions
- 25. 7.Present your proposal 8.Prepare to close 9.Deliver - Follow up - Get paid 10.Keep in contact 11.Up-sell or cross-sell 12.Referrals Top 12 Actions
- 26. How do youkeep your Key Accounts forever? Make Close Personal Friends with them Knowledge / Contact
- 27. How do youkeep your customers? The Customer Profile Name Notes A B C Address Phone E-Mail Spouse Children Hobbies Sports Culture Likes/Dislikes Birthday Home Address Car
- 28. How do youkeep your customers? The Contact Organizer A B C Visit Phone Call Social Media E-mail Lunch Factory Visit Mail Shot Birthday Secretary’s Day 12/12 6/12 1/12 3/12 12/12 6/12 x 1/12 2/12 1/12 1/12 12/12 6/12 2/12 1/12 4/12 1/12 1/12 12/12 6/12 1/12 1/12 3/12 1/12 1/12 1/12 x
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