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6/24/22 Account Management Training Business, Government, Munis & Co- Ops
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Transcript of High Impact Account Management_v3 0
May 1, 2023
Account Management TrainingBusiness, Government, Munis & Co-Ops
May 1, 2023 2
Account Management Training
Account Management & Core Principles
Roles and Responsibilities
Differentiating Customer Needs
Advancing the Solution: Obtaining Commitment
Tools of the Trade
May 1, 2023 3
Account Management & Core Principles
May 1, 2023 4
What is Account Management at NYPA?
Is a practice whereby the account executive is the customers’ trusted energy advisor and inherently the New York Power Authority is the supplier of choice.
May 1, 2023 5
What is Account Management at NYPA?
Best-in-class Account Management consists of: Handles specific needs & interest of customer through positive
relationship management methods Serves as the primary interface between the customer and
NYPA Provides clear accountability & coordinated customer
communication
May 1, 2023 6
Core Principles
Trust
BuildRelationships
Communication Problem Solve
May 1, 2023 7
Core Principles - Trust
o Build a strong relationshipo Establish and maintain credibilityo Deliver for the customer on what was promised or
agreed upono Make the customer aware of benefits / value proposition
Trust is not given, its earned!
May 1, 2023 8
Core Principles – Build Relationships
o Starts with a positive introductiono Understand the customer’s business and the issues that
they faceo Be an advocate for your customero Create company–wide relationships at multiple levels
May 1, 2023 9
Core Principles – Communications
o Continuous contact through meaningful touch pointso Respond to customer questions/concerns/issues
Acknowledge request with 24 hours Timely response with information Follow-up to ensure issue is resolved
o Strive to be Proactive instead of Reactive
May 1, 2023 10
Core Principles – Problem Solving
o Own the issueo Be able to respond accordingly or know who within NYPA
and/or external entities has the answero What is in the best interest of NYPA while still meeting
the needs of the customer
Differentiating Customer Needs
May 1, 2023 11
Roles & Responsibilities
May 1, 2023 12
Roles and Responsibilities
o Relationship Managemento Account Planningo Communicationso Market Positiono Monitoringo Negotiating and Coordinating
May 1, 2023 13
Relationship Management
Identify Key Stakeholders
Determine Influencers and Decision Makers
Evaluate business relationships
Develop and intensify
relationships
May 1, 2023 14
Account Planning
o Create plans for Tier 1 accountso Follow Communication Plan (Gov’t, Business &
Munis/Co-Ops)o Develop a strategy for each customer o Refresh Account Management Plans as neededo NYPA services evolveso customer need/wants changeo Annual Account Reviews
May 1, 2023 15
Communications
Rules of Communication Customers place a higher value on what they say and what they
conclude vs. what they are told Customers place a higher value on what they request than they
do on what is freely offered
May 1, 2023 16
Communications
Characteristics of Successful Calls/Visits Customers talk more than Account Executives; Account
Executives listen more Account Executives ask more questions and THEN offer
solutions later in the account management cycle
May 1, 2023 17
Market Position
o Maintain market position to ensure the optimization of low-cost power and energy related services
o Engaging external/internal resources to maintain market position
May 1, 2023 18
Monitoring
o External factors impacting market positon such as NYISO, FERC, IOUs, etc…
o Understanding changes in customer strategies, trends, organization, etc…
o Proactively alerting customers to economic/market conditions
o Emerging technologies/regulatory/legislative trends
May 1, 2023 19
Negotiating and Coordinating
Promoting the NYPA/Customer Partnership: Build trust through mutual respect Actively listening to customer 2-way exchange of information Constructing creative solutions of mutual benefit Frank and open discussion on difficult issues
May 1, 2023 20
Differentiating Customer Needs
May 1, 2023 21
Value Scale
Need Cost
Political Risk
Hassle
Price Tag
Does the value outweigh the cost of change?
Does it justify action?
How big is it?
Do we have an issue, problem or opportunity
May 1, 2023 22
Value Perception Trap
NYPA’s View
Need Cost
Customer’s View
CostNeed
May 1, 2023 23
Tipping the Value Scale
o Reveal the Unrecognized Problem to achieve the shared understanding-VALUE
Need Cost
May 1, 2023 24
Types of Needs
Needs
Unaware Dissatisfaction Real Problem Desire to Act
Almost Perfect
Problem, but can live with it
Bigger problem than I realize
Want to take action to resolve
Implied NeedsProblems, difficulties or dissatisfaction
Explicit NeedsStrong wants or desires
May 1, 2023 25
Stages of Needs Development
Needs
Unaware Dissatisfaction Real Problem Desire to Act
Almost Perfect
Problem, but can live with it
Bigger problem than I realize
Want to take action to resolve
Weak StrongCustomers Needs
Impa
ct o
f Sol
utio
n
High
Low
May 1, 2023 26
Understanding the Grey Area
I would like to lower my energy bills
I need automated utility invoicing
Action to
resolve
Saying is one thing…
…Acting on what you say is another
May 1, 2023 27
Is There Intent to Act?
o Explicit Needs often must be: Validated Evaluated Further Developed
o Make a judgment call
Action to
resolve
Solution here has HIGH impact
May 1, 2023 28
Criteria for Intent to Act
o Has the customer expressed: The full extent of the problem Implications of not acting A sense of urgency to address the issue The payoffs of addressing the issue A vision for a potential solution
May 1, 2023 29
Advancing the Solution:Obtaining Commitment
May 1, 2023 30
Call/Visit Outcomes – Account Management
Implement Solution
Customer agrees to action that moves the solution forward
Advance SolutionPlan for Advances, not Continuations
No SolutionDiscussion may continue but no customer action is agreed upon
SUCCESS
CHALLENGE
May 1, 2023 31
Converting Continuations
Account Executive proposes an Advance
Customer responds with a Continuation
Account Executive Customer
ADVANCE
CONTINUATION
May 1, 2023 32
Use SMART Criteria to Strengthen the Advance
SpecificMeasurableCustomer Action–OrientedRealisticTime-based
May 1, 2023 33
Converting Continuations
o Plan an Alternative Advance to prepare for unexpected Continuations
Account Executive Agreement
Account Executive Customer
ALTERNATIVE ADVANCE
CONTINUATION
May 1, 2023 34
Tools of the Trade
May 1, 2023 35
Tools of the Trade
o Agendao Goals & Objectiveso Contractso Tariffso Fact Sheets (historical billing, savings report)o Application (if applicable)
