KAM

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By
Rasha Abd Al Rehim
How is your market?

Price quotation

Customer Access to information

Margin premium

Account share

Independent market threaten your relationship

Loosing complex account

Difficult access to decision makers

Competition outspending

When the price is not theonly factor
Hidden services ,needs custom appreciate
Value proposition
Strategic
partner
Consultative
Value creation
Price sensitivity
Sales cost
strategic
Account
management
transactional
Product sales
competitors
Customer,
industry
Customer profile
Gathering
information
Analyze
information
company
Position assessment
Develop account
strategy
Objectives and action plan
Targeting process

Optimal account

Optimal need

Account need criteria

Ranking criteria against reality
Targeting process
Attractiveness of the
account
High
Invest
Hold
Divest
Low
Ability to
serve
High
Managing key account
aggregate needs

Satisfying the aggregate needs of DMU
4 types of Customer Needs
Economic
buyers
Strategic
buyers
Technical
buyers
The
coach
Cost effective
What cost ?
Authority release
funds
Credibility
guarantee on safety
Details
References
Regular follow-up
Who used it before
ego
Credibility on
brand image
Who own the
vision?
The coach
Patient satisfaction
Trust
Travelling
Advisor
Who?

Typical responsibilities of the account manager
include:

Building and maintaining strong, long-lasting
customer relationships

Forecasting and tracking key account metrics

Identifying and growing opportunities within territory
and collaborate with sales teams to ensure growth
attainment
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
Personnel success factors
Technical export
Relationship management
Result driven
Innovator
Key Account Challenges
Key Account Challenges
Key account plan
Define the business objective
Conduct a swot analysis,competitor analysis
Identify strategic opportunities
Evaluate strategic alternatives
Establish specfic objectives and allocate resources
Develop plan of actions to implement strategy
Evaluate performance
Value delivery and cost of
ownership
Price
Fear Uncertainty and Doubt
How customer relationships
evolve
Courtship
Engagement
Wedlock
Honeymoon
Customer life cycle
courtship
wedlock
engagement
honey moon
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