Key AccountsKey AccountsStrategies for different categoriesStrategies for different categories

A – Key AccountA – Key Account – Max 3 main accounts, with some work into developmental area. – Max 3 main accounts, with some work into developmental area. High level of personal contact through organisation both ways. Identify needs, gather information, High level of personal contact through organisation both ways. Identify needs, gather information, regularity of contact. Minimum standards: Face to face 2 to 3 months, teleconference monthly. regularity of contact. Minimum standards: Face to face 2 to 3 months, teleconference monthly. Document action plans, action reviews, forecasting, business plan development. Document action plans, action reviews, forecasting, business plan development. Work on building a partnership with development and design activities. Work on building a partnership with development and design activities.

B – Key Development AccountB – Key Development Account – Up to 10 accounts with short term growth – Up to 10 accounts with short term growth potential. potential.

Segment on new products, new markets. Investment of time & other resources needed. Understand Segment on new products, new markets. Investment of time & other resources needed. Understand key account business and needs, build relationships. Build business and product development plans key account business and needs, build relationships. Build business and product development plans

C – Maintenance AccountC – Maintenance Account – 10 accounts. Good regular current business, not – 10 accounts. Good regular current business, not requiring a lot of support. requiring a lot of support.

Forecast and communication on company strategy, industry news. Discuss new opportunities. Forecast and communication on company strategy, industry news. Discuss new opportunities.

D – Opportunistic AccountD – Opportunistic Account – any number. Sales from various sources. – any number. Sales from various sources. Recording and collecting of information. 6 monthly review. Level of contact – quick and reactive. Recording and collecting of information. 6 monthly review. Level of contact – quick and reactive. Likely to be mix of tenders; contract manufacturing opportunities; new markets; specialist product Likely to be mix of tenders; contract manufacturing opportunities; new markets; specialist product needs.needs.

Customer Attractiveness Customer Attractiveness Mix of factorsMix of factors

Identify and rank on…………Identify and rank on…………Size – volume, value, profit opportunitySize – volume, value, profit opportunityGrowth potentialGrowth potentialFinancial stabilityFinancial stabilityEase of accessEase of accessCloseness to existing relationshipsCloseness to existing relationshipsStrategic fitStrategic fitAre they early adoptersAre they early adoptersDo they value your offerDo they value your offerLevel of competition in sectorLevel of competition in sectorTheir market standingTheir market standing

Place into customer matrix to identify target accounts…Place into customer matrix to identify target accounts…

Key Accounts MatrixKey Accounts Matrix

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OPPORTUNISTICACCOUNT

MAINTENANCEACCOUNT

KEY DEVELOPMENT ACCOUNT KEY ACCOUNT

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Key Account Manager roleKey Account Manager role

Appoint person to become champion within your Appoint person to become champion within your company…..company…..

Overview of accountOverview of accountResponsible for gathering all relevant infoResponsible for gathering all relevant infoPerson may or may not be technicalPerson may or may not be technicalRequires to lead b2b commercial activityRequires to lead b2b commercial activityDrives action plans Drives action plans Pulls in or makes case for resources as requiredPulls in or makes case for resources as requiredLeads sales meeting updatesLeads sales meeting updatesUnderstand culture; customer; countryUnderstand culture; customer; country