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Key Account Management
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Key Account Management
- 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. C apacity building: Developing internal capabilities and capacity in terms of knowledge, structures, systems and tools is a requirement for long-term success
- 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. MANAGING KEY ACCOUNTS Business resources Business objective Mrkting Oppurinities Managing the future must be continual process of analysis, reassessment and change KAM is about managing people
- 10. THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Understanding what customer really wants
- 11. THE NEED VS RESULT ANALYSIS Current State Desired Future state “ c” buys what they need to,so they can get what they want. They don’t want a solution ,what they want is result.
- 12. THE BUSINESS ACTION DRIVERS
- 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
- 14. THE KAM PROCESS
- 16. THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Selling to key accounts
- 17. PORTER’S ANALYSIS Competitive rivalry Threat Of New entrants Bargaining power of buyer’s Bargaining power of supplier Threat of New substitute
- 18. SELLING TO KEY ACCOUNTS
- 20. THE DIMENSIONS OF SOLUTION SELLING No. of efforts normal large critical choice Std. products New solu adaptation Small adaptation Selling solutions Marginal sales efforts sellers
- 21. SOLUTION SELLING
- 22. THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Managing key accounts
- 25. THE KEY ACCOUNT RELATIONSHIP DEVELOPMENT MODEL HIGH LOW HIGH LOW KAR SUCCESS % STRATEGY
- 27. KEY ACCOUNT MANAGEMENT THANK YOU