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Nine-Grid Key Account Management

Managing and developing your accounts is the key to sustainable business. As such, sales people and account managers need to be able to create strategic business relationships with their clients in order for the clients to remain loyal to them and the company. Sadly, most sales people and account managers treat their relationship with their clients as transactional instead of strategic.

In this short “Nine-Grid Key Account Management” training course, we will focus on creating strategic business relationships with clients by understanding how to manage their time and activities to better serve their key accounts.

By the end of this training course, participants will be able to:
1. Select and rank their key accounts
2. Create strategies to handling the different levels of key accounts
3. Manage time and activities for each type of key account

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Nine-Grid Key Account Management

  1. 1. Nine-GridKeyAccount Management Copyright©2019 Boom SanAgustin SalesEdgePro
  2. 2. So,whatarethefunctionsofaKeyAccountManager?
  3. 3. Let’sfindout.
  4. 4. ACTIVITY List Your Job Functions
  5. 5. Beforewecontinue,let’slookatyourfunctionsasKeyAccountManagers.
  6. 6. TheSixAccountManagementFunctions Account Management
  7. 7. TheSixAccountManagementFunctions Account Management Plan& Manage Activities Account Managersshould: • Planandscheduleactivities • Havegoalsandobjectivesforeach clientvisitorsalesactivity • Prepareforallpossiblescenarios
  8. 8. TheSixAccountManagementFunctions Account Management Maintain& Build Relationship Plan& Manage Activities Account Managersshould: • Maintainafriendlybusiness relationshipwithclients • Developpartnershipswithkey clients • Rankandprioritizekeyaccounts
  9. 9. TheSixAccountManagementFunctions Account Management Improve Market Position Maintain& Build Relationship Plan& Manage Activities Account Managersshould: • Makesuresalestargetsareexceeded • Workonbuildingtheircompany’sbrand • Trytomaketheirproductsbecomethe preferredproductsinthemarket
  10. 10. TheSixAccountManagementFunctions Account Management Monitor& Report Results Improve Market Position Maintain& Build Relationship Plan& Manage Activities Account Managersshould: • Observeandtakeaccountofall relevanteventssurroundingtheir clients’business • Understandhowclientactivitieswill affecttheircompany’smarketposition • Monitorandanalyzecompetitor activities • Reportallrelevantactivitiestotheir management
  11. 11. TheSixAccountManagementFunctions Account Management Negotiate& Coordinate Deals Monitor& Report Results Improve Market Position Maintain& Build Relationship Plan& Manage Activities Account Managersshould: • Understandclients’needsandgoals • Offersolutions(usingtheirproducts)to helpsolvecustomerissuesor concerns • Managediscountsandpricingwhen negotiating • Createwin-winscenariosthatbenefit bothyouandyourclients
  12. 12. TheSixAccountManagementFunctions Account Management Generate NewLeads & Accounts Negotiate& Coordinate Deals Monitor& Report Results Improve Market Position Maintain & Build Relationship Plan & Manage Activities Account Managersshould: • Generateleadsthathavenotyet beentappedbythecompany • Workonturningnewleadsinto customers • Rankandmanagecustomers
  13. 13. Now,plotwhatyou’ve writtenonthe corresponding function.
  14. 14. Whathaveyounoticed?
  15. 15. Let’stalkaboutthecommonmistakes ofAccountManagers.
  16. 16. Forthis,we’llneedtheAvengers!
  17. 17. ACTIVITY Assemble the Avengers
  18. 18. Whatarewedoingwrong? Those withthehighestpotential are notdesignated askey Too manyaccountsaredesignatedas key Toooften keyaccountsare transactionalratherthanstrategic
  19. 19. Whatshouldwebedoing? Knowyourcustomer'sbusinessandbusinessculture Understandwhythecustomeravailedofyourservice Considerhowyourcustomerusesyourservice Findoutwhatyourcustomerthinksaboutyou Findouthowyoustack-upagainstyourcompetitors Learnaboutyourcustomer'sdecision-makingprocess
  20. 20. Now,wehavetodetermine thecriteriaforclassifyingourkeyaccounts.
  21. 21. Therearetwocriteria neededto determine yourkeyaccounts. Theclient’s performance Theclient’s potential
  22. 22. Thefirstthingwehavetodetermineis performance.
  23. 23. Particulars Score(1-10) Weight Grade TOTAL: SalesVolume Profitability LoyaltytoOurCompany 60% 20% 10% =100% AccountManager’sRating 10% DeterminingCustomerPerformance
  24. 24. Particulars Score(1-10) Weight Grade TOTAL: SalesVolume Profitability LoyaltytoOurCompany 60% 20% 10% 7 8 5 AccountManager’sRating 10%6 DeterminingCustomerPerformance
  25. 25. Particulars Score(1-10) Weight Grade TOTAL: SalesVolume Profitability LoyaltytoOurCompany 60% 20% 10% 5 7 8 3.00 1.40 0.80 5.80 10%AccountManager’sRating 6 0.60 DeterminingCustomerPerformance X =
  26. 26. Clients withascorefrom 8.00 to10.00 Clients withascorefrom 5.50to 7.99 Clients withascorefrom 1.00to 5.49 Ourclients’ performancerankingsareasfollows: DeterminingCustomerPerformance
  27. 27. Now,rankallyouraccountsonperformance.
  28. 28. ACTIVITY Determine Client Performance
  29. 29. So,howmanyA,BorCclients doyouhave?
  30. 30. 10%oftheCustomersusuallyachieve around50%ofthevolume 30%oftheCustomersusuallyachievearound 40%ofthevolume 60%of theCustomersusuallyachievearound10% ofthevolumeC B A TheThreeTierCustomerPerformanceConcept
  31. 31. Now,let’s determineyourclients’ potential.
  32. 32. Particulars Score(1-10) Weight Grade TOTAL: Customergrowthtrendvspreviousperiod Customerannualpotentialforgrowth Ourcurrentshareofthecustomer'srequirements 20% 20% 30% =100% Ourabilitytoincreaseourvolumesaleswiththeclient 30% DeterminingCustomerPotential
  33. 33. Particulars Score(1-10) Weight Grade TOTAL: Customergrowthtrendvspreviousperiod Customerannualpotentialforgrowth Ourcurrentshareofthecustomer'srequirements 20% 20% 30% Ourabilitytoincreaseourvolumesaleswiththeclient 30% 7 8 7 4 DeterminingCustomerPotential
  34. 34. Particulars Score(1-10) Weight Grade TOTAL: Customergrowthtrendvspreviousperiod Customerannualpotentialforgrowth Ourcurrentshareofthecustomer'srequirements 20% 20% 30% Ourabilitytoincreaseourvolumesaleswiththeclient 30% 7 8 7 4 1.40 1.40 2.40 6.40 1.20 DeterminingCustomerPotential X =
  35. 35. Clients withascorefrom 8.00 to10.00 Clients withascorefrom 5.50to 7.99 Clients withascorefrom 1.00to 5.49 Ourclients’ “potential”rankingsareasfollows: DeterminingCustomerPotential
  36. 36. Now,rankallyouraccountsonpotential.
  37. 37. ACTIVITY Determine Client Potential
  38. 38. So,howmany1,2or3clients doyouhave?
  39. 39. Onceyoudetermine the“Performance” and“Potential” scores,youcan,now,plotthem ona9-gridtable.
  40. 40. 3 2 1 A A3 A2 A1 B B3 B2 B1 C C3 C2 C1 Potential Performance 9-GridAccountRanking
  41. 41. 3 2 1 A A3 A2 A1 B B3 B2 B1 C C3 C2 C1 Potential Performance 9-GridAccountRanking
  42. 42. Let’s,now,calculate howmuchtimewehaveforoursalesactivities.
  43. 43. Details No.of Days Numberofdaysperyear 365 Weekends (104) Trainings (4) Vacationleaves (15) Holidays (12) Seminars(technical) (2) Sickleaves(estimated) (2) Numberofavailabledaysforselling: 225 Multiplybynumberofworkhours: x9 TOTALNUMBEROFHOURSFORALLOCATION: 2,025 TimeAllocation Table
  44. 44. Details No.of Hours Totalnumberofworkhourstobeallocated 2,025 Lunchandbeaks (337.5) Traveltime (450) Office Meetings (90) Administrativework (225) Numberofavailablehoursfor actualselling: 922.5 TimeAllocation Table
  45. 45. TimeAllocation Table Considerallocating apercentage oftimefor: Phonecalls toexisting clients Visits toexisting clients Cold callstoprospects Visits toprospects
  46. 46. Now,it’stimetoallocateourtimetooursalesactivities.
  47. 47. ACTIVITY Allocate Time for Your Key Clients
  48. 48. 3 2 1 A A3 A2 A1 B B3 B2 B1 C C3 C2 C1 Potential Performance 9-GridAccountRanking
  49. 49. Now,weneedtoplanourAccountManagementstrategies.
  50. 50. So,howdowemakeAccountManagement strategies?
  51. 51. ACTIVITY Case of the Zombified Actors
  52. 52. Let’s,now,makeourKeyAccountManagement strategies.
  53. 53. 3 2 1 A A3 Maintain A2 Intensify A1 Intensify B B3 Maintain B2 Optimize B1 Intensify C C3 Reduce C2 Reduce C1 Optimize Potential Performance CreatingAccountManagementStrategies
  54. 54. Now,let’s makethosestrategies.
  55. 55. ACTIVITY Create Account Management Strategies
  56. 56. Nine-GridKeyAccount Management Copyright©2019 Boom SanAgustin SalesEdgePro

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