This document discusses key account management. It covers finding and securing key business accounts, developing sales strategies for key accounts, and the responsibilities of key account managers which include building long-lasting relationships and becoming a strategic advisor. The history of key account management and selling is reviewed. New approaches to prospecting and maintaining customer relationships are proposed, including using social networking and customer profiling.

1. Key Account
Management
by Richard Mulvey

2. The Power Series 2018
Feb - Getting New Customers
Mar - Selling at your Higher Price
Apr - Selling over the Telephone
May - Sales Presentations
Jun - Closing the Sale and Objections
Jul - Key Account Management
Aug - Double up
Sept - Sales Negotiation
Oct - Selling Face to Face
Nov - Creating Raving Fans

3. Today’s Presentation
Finding and securing 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 build and 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

5. History of KAM

6. History of Selling
J.H. Patterson
Sales Primer 1887

7. Sales Primer
Sell to Anybody 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
Frank Watts 1975
Michael Bosworth 1984

9. Selling Solutions
Prospecting
Diagnosing customer needs
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 of KAM

11. The Future of KAM
"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 of KAM
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
The Chef

13. Prospecting
Cold Calling
Advertising
Referrals
Walk Ins / Phone Ins
Networking

14. New Prospecting
Hot Calling
Branding Yourself 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 we sell to?
Decision
Makers

17. X
Junior
Management
Middle
Management
Directors
Finance Production Transport
X
X
XX
KAM Sales Strategy

18. X
Junior
Management
Middle
Management
Directors
Finance Production Transport
X X X
KAM Sales Strategy

19. X
Junior
Management
Middle
Management
Directors
Finance Production Transport
X X X
X X
X
John Brian Pete
Jean
Pam
Jill
Fred
KAM Sales Strategy

20. Strategy is
filling the gap
Where we
are now
Where we
want to be
KAM Sales Strategy

21. KAM Sales Strategy

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 the decision 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.Make contact
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 you keep your
Key Accounts forever?
Make Close Personal
Friends with them
Knowledge / Contact

27. How do you keep 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 you keep 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

29. Key Account
Management
by Richard Mulvey