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…..Making relationships fly

…..Making relationships fly. Why Key Account Management can Often Underdeliver…. Misconception of what it means Another word for “selling” Monthly reporting mechanism Corporate entertaining/”get to know” people Form filling Total accountability placed with the lead salesperson

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…..Making relationships fly

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  1. …..Making relationships fly

  2. Why Key Account Management can Often Underdeliver….... • Misconception of what it means • Another word for “selling” • Monthly reporting mechanism • Corporate entertaining/”get to know” people • Form filling • Total accountability placed with the lead salesperson • Sponsor misunderstands and/or does not ‘sponsor’ and/or gets sidetracked • Inability to influence across an organisation………..the virtual team • Objectives/payplans/incentives • ‘Fear’ of challenging objectives • Inadequate progress monitoring and/or acceptance of underperformance • Believing it is a “one way street”……….you can’t “do it” to a customer • General lethargy, cynicism and lack of commitment ……AME helps remove these barriers to success

  3. The Cornerstones of Account Management Excellence…. • Understanding, identifying and growing value • Forging collaborative relationships • Understanding the customer’s economics, issues and objectives • Organising for success - the internal team is as important as the external team • Senior executive involvement and sponsorship • Aligned incentive systems • Ambition • Investing “wisely”

  4. Relationships are not Easy……. Most business relationships end up here • Over time, different levels of relationship develop, depending on the relative states of trust and shared interest that exist between parties • Most talk about “partnership” but few understand it, even fewer get close to it • Customer perceptions are everything, and they are difficult to change • It is very important to understand those perceptions before implementing a key account or sales and marketing strategy ……AME provides the foundations for successful relationships High Effective Relationship with High Potential for Partnership Effective Business Partnership Trust Effective Supplier Relationship Ineffective Relationship Low Low High Shared Interest

  5. You Need to be Honest About Current Relationships…... We establish (honestly) where you are with the account relationship, and where you realistically want to get to… ……and ideally compare with your customers’ opinions

  6. We measure relationships……then agree strategies 1 = Strongly Disagree 2 = Disagree 3 = Partially agree/disagree 4 = Agree 5 = Strongly Agree Desired (26) Current (16) JAPP INFORMATION SOURCE PROBLEM SOLVER PARTNER

  7. The Value Matrix Creates a Focus on Areas of Joint Value Creation….. Influence Carefully Focus Value to You Avoid Manage Carefully Value to Customer

  8. Yardsticks of Success

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