Acct Mgmt And Loyalty Management

Productivity
through
effectiveness

The Ultimate Sales executive Resource

How Account Managers Can Grow and Keep Their
Strategic Assets: Loyal Customers

Christian Maurer

Why Loyal Customers Are Important
Loyal Customer Account Management

• Acquisition cost amortized over • Acquisition cost amortized over
several buying cycles several buying cycles
• Lower selling cost • Lower selling cost
– Know process
– Know process
– Less Education Effort
– Less education effort
• Provide Up sell and cross sell
• Provide up sell and cross sell opportunities
opportunities
• Lower cost to win new customers

The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

Agenda

0
What is a Loyal Customer?

45

Q&A

How to Manage
Q&A Loyalty?

Take Away



“Customer Loyalty in general is the behavior
which clients exhibit when they make frequent repeat
purchases of a brand “

Sales Process


Sales Cycle

EIV >CV
CS<CP

Sales Process


Buying Cycle
Pain EIV=PIV

Status Quo

CS = Cost of Solution
Develop Vision

CP = Cost of Problem

Put to Use
EIV = Expected In Use Value
CV = Cash Value
PIV = Perceived In Use Value

EIV >CV
CS<CP

Sales Process


Buying Cycle
Pain EIV=PIV

Status Quo
Develop Vision

Put to Use
EIV >CV
CS<CP

Sales Process
Hedge Price/Risk



“’Promoters’ are loyal enthusiasts who keep
buying from a company and urge their friends to do
the same.”

Sales Process


Promoter
Pain EIV=PIV

Status Quo

I
Recommend!
Develop Vision

Put to Use
EIV >CV
CS<CP

Sales Process
Hedge Price/Risk



2009 No 2


Decision Roadmap
Pain EIV=PIV

Status Quo
Develop Vision

Lo
ya

Put to Use
lt yB
yp
as
s

EIV >CV
CS<CP

Loyalty Bypass

Sales Process
Hedge Price/Risk


Decision Roadmap
Pain EIV=PIV

Status Quo
Develop Vision

! Lo
ya

Put to Use
lt yB
yp
as
s

EIV >CV
CS<CP

Loyalty Bypass

Sales Process
Hedge Price/Risk


Decision Roadmap
Pain EIV=PIV
Pre-Purchase Post-Purchase

Status Quo
Develop Vision

Lo
ya

Put to Use
lt yB
yp
as
s

EIV >CV
CS<CP

Loyalty Bypass

Sales Process
Hedge Price/Risk


Pre-Purchase Phase

Pain Threshold
Reached Not reached


Account Manager’s Strategic Decisions

Pain Threshold
Reached Not reached

Business (Attack) Pre-emptive strike Pre-purchase
Advisor Counterattack
Rel’ship Status/

Or
Damage Control Delay Post-purchase
Comp. Pos

Specialist
Business

Attack
Counterattack
Or
Damage Control

Pre-Purchase


Purchasing Phase

EIV >CV
CS<CP

Loyalty By Path

Sales Process
Hedge Price/Risk


How Can You Use The Green Lanes?


Not Necessarily Bad News

EIV=PIV
Privileged
Treatment and
Trust earned from
Customer
Develop Vision

Real
Or
Virtual
CS<CP EIV >CV

Loyalty Bypass

Sales Process
Hedge Price/Risk


Post-Purchase Phase
EIV=PIV
Post-Purchase

Status Quo

Put to Use
EIV >CV


Account Manager’s Duty

When you have formed “partnerships” with strategic
suppliers, what benefits
did you expect and what did you actually receive?


Account Manager’s Duty

When you have formed “partnerships” with strategic suppliers,
what benefits
did you expect and what did you actually receive?
70%

60% 63%
Loyalty
Expected Benefit Benefit Received
50% Gap
47%
40%
37%
30% 33% 32%
28%
20%

10%

23% 28% 11% 6% 11% 6%
0%
Integrated Commitment Deeper insight Gain Sharing Reduce lead
information of dedicated into product competitive price/cost time for
systems personnel plans advantage risks product
development


Take Away
• Focus on the pre-purchase and post-purchase
phases
• Enter the pre-purchase phase as early as
possible
• Be honest in what you promise
• Do not close deals. Instead develop and foster
relationships


Productivity
through
effectiveness

c_a_maurer@ceoexpress.com
http://ultimatesalesexecresource.blogspot.com/


Acct Mgmt And Loyalty Management

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