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Key or strategic accounts are your most important clients. Not only are they your most important clients; they are also the ones that are at most risk of being wooed by your competition. For most companies, reducing prices to compete has become a staple sales strategy. However, this strategy seriously threatens the survival of the organization. This is why managing and developing key accounts is an essential skill to have, if we want to stay ahead of the competition! We have to realize that, in today’s market place, price alone does not determine sales or profitability. It is essential for you to be able to differentiate yourself and your products and services in order to survive it this cut-throat environment. If you can’t compel, you won’t sell. If you can’t maintain your influence over your key clients, you may as well kiss them goodbye. Our Knowledge Asia’s “Dynamic Key Accounts Management” training course will help you develop strategic account management techniques that ensure not only the protection of your existing clients from competitive attack, but, more significantly, build long and sustainable relationships resulting in excellent customer retention, improved sales, increasing margins and ongoing customer loyalty
Citation preview
steps to
effective
key account
management
define your key accounts
1
who is your key account?
is he the customer
with a lot of money?
is he the customer
who brings you
more business?
is he the customer
who brings value
to your business?
or…
or is he the customer
you actually like?
let’s determine your key accounts
first we
determine how much
they like you
conduct a customer
satisfaction survey
use a 10-point system for your CSS
we have prepared
more information for you
in the official slides
next let us
determine how
attractive they are
accomplish an account
attractiveness report
we have prepared
more information for you
in the official slides
let’s move to the next step
rank your key accounts
2
results of your
CSS and AAR
client CSI AAR
a 8.50 8.00
b 5.00 7.50
c 7.00 8.00
d 2.00 3.00
e 6.00 4.75
f 6.00 6.00
g 7.75 3.00
let’s plot them this way…
HIGH = 10 LOW = 1
HIGH = 10
LOW = 1
Customer Satisfaction
Acc
ou
nt
Att
ract
ive
ne
ss
a
g
b
e
d
f
c
6
5
6 5
the key account selection matrix
now, what do we do?
create your strategies
3
activity
case of
the
zombie
actors
what did you learn from this?
let’s develop our strategies
we have prepared
more information for you
in the official slides
here’s what we’ll do next
take action
4
we have prepared
more information for you
in the official slides
here’s the last step
evaluate your process
5
again…
we have prepared
more information for you
in the official slides
that was an excerpt
on our module on
key account management
to find out more
about this course
contact us here…
+63-917-593-1494
info@ourknowledge.asia
+63-2-213-8944
or…
connect with us on…
www.OurKnowledge.Asia
www.Linkedin.com/Company/Our-Knowledge-Consulting-Asia-
www.Facebook.com/OurKnowledgeAsia
www.twitter.com/OurKnowledgePH
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