The supplier’s objectives with an account will depend on whether he or she is selling products for re-distribution (retail) or for use in industrial establishments.Effective key account penetration is essential if the account is to be managed to maximize your sales and profits from each key account. Account penetration revolves around two aspects of knowledge:
It takes time to build up knowledge in both these areas. Knowledge is added to rather as building blocks in Figure. The key account manager should develop the edge over competition by ensuring he or she works to develop knowledge at the level offline detail on each key account, and then to use that in planning his or her sales and marketing strategies and proposals. Checklists at the end of this chapter expand on the range of key account information useful for developing account penetration strategies.
Agreeing a modus operandi for account management
It is important when managing a key account to have a framework of standard systems and procedures – a modus operandi. This provides meaning and focus to meetings. Issues to be agreed by discussion with the account will include:
A formalized structure to account management meetings reduces the risk of time wasting meetings. Every meeting should have a selling purpose: the account manager should avoid falling into the trap of ‘courtesy meetings’,just calling on the account to pass the time of day with casual conversation – the common excuse for this is maintaining relationships,but it quickly slides into a negative form of relationship where the buyer learns that he or she can have a meeting and avoid discussing business issues or making commitments.
It is useful with most accounts to schedule ahead quarterly review meetings, specifically:
Preparation for meaningful key account meetings is time consuming, but essential if the role is to be conducted in a serious business development fashion, and not just be treated as any routine call on a smaller customer.
Sales Management Related Tutorials
|Marketing Management Tutorial|
Sales Management Tutorial
Roles And Functions In The Sales Force
Sales Structures And Organization
Motivational Management In The Sales Force
Sales Management By Objectives
Motivating Through Rewards And Incentives
Providing Appraisals And Feedback For Motivation, Training And Discipline
Communication In The Sales Force
Sales Meetings And Conferences
Recruitment And Selection In The Sales Force
Basic Sales Training
Field Sales Training
The Planning Process
Sales Force Administration
Sales Management Control
Merchandising At The Point Of Sale
Key Account Management
Alternative Sales Or Distribution Operations
Developing International Markets
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