![What if you are the
SELLER BUYER
Cannot match on price 55% - 60% 40% - 50%
& not flexible on contract terms
Other reason 45% - 40% 60% - 50%
perhaps such as -
1] you didn't manage situation well I dont think you
2] you are not sure why you lost know your solution
WHAT DO well; or You didnt
3] non-business related needs
THESE MEAN? convince me
4] no body chemistry enough; or You
talk only business](https://image.slidesharecdn.com/eyesonsalessellingvalueagainstprice-12609745905424-phpapp02/85/Eyes-On-Sales-Selling-Value-Against-Price-3-320.jpg)
![BRAND Building [With] Your Customer
Values build branding;
Brand carries value and class.
Price is not the bottomline.
Your Value is !](https://image.slidesharecdn.com/eyesonsalessellingvalueagainstprice-12609745905424-phpapp02/85/Eyes-On-Sales-Selling-Value-Against-Price-28-320.jpg)
Eyes On Sales Selling Value Against Price
- 1. Kenneth Lam
- 2. Price Objection Price Sensitivity Your PRICE is too HIGH ! We are beaten on PRICE !
- 3. What if you are the SELLER BUYER Cannot match on price 55% - 60% 40% - 50% & not flexible on contract terms Other reason 45% - 40% 60% - 50% perhaps such as - 1] you didn't manage situation well I dont think you 2] you are not sure why you lost know your solution WHAT DO well; or You didnt 3] non-business related needs THESE MEAN? convince me 4] no body chemistry enough; or You talk only business
- 4. VALUE of TIME- the value of ONE year! Close your eyes and think about it for 1 minute !!!!! .. ask a sales executive who MISSED his budget
- 5. WHO actually Controls our PRICE?
- 6. Our Price is what they are going to pay We !!! We DO. We do.
- 7. What do you see inside this white rectangle?
- 8. Do you see anything else here?
- 9. People will Pay for VALUE and BRAND We give Value. We deliver a Brand.
- 10. Why should someone do business with You?
- 11. Can we achieve a Win / Win situation for us all ? Deliver your value-chain
- 12. Value Creation In the Eyes of: Customers Best Place to Buy from Most Reliable Place to Buy from
- 13. Customer knows PRICE is only one factor
- 14. Premium Brand carries Premium Value Good sales pros always welcome the price difference.
- 15. Business cannot be handled via just phone or emails
- 16. Building Value and The Sale DURING It is not just money; its also Dependency relationship & Trust
- 17. Building Value Before The Sale
- 18. Building Value Before The Sale Demonstrates our interest in serving their needs.
- 19. Building Value During The Sale LISTEN to your customer. Dont leave your meeting or your presentation without UNCOVER an acceptable what the response or commitment from customer them toward the next is not telling you. course of action. Close the plan for them!
- 20. Building Value During The Sale Knowledgeable Professional with Integrity ? Never ever bad-mouth competitors; just say we dont talk about others
- 21. Building Value During The Sale Over-deliver is better than over-promise.
- 22. Building Value During The Sale
- 23. Building Value During The Sale Customer Excellence and satisfaction bring Corporate Excellence and health that build Personal Excellence and stability.
- 24. Building Value During The Sale Write the List down for them to see ! Gross Profit = measure of Value a company creates for customers Give adequate facts to support our Price premiums.
- 25. Building Value After The Sale YOU are the Value; you are the delivery.
- 26. Building Value After The Sale Note that problems bring unsolved Opportunities.
- 27. Building Value After The Sale You are the Value in their maze.
- 28. BRAND Building [With] Your Customer Values build branding; Brand carries value and class. Price is not the bottomline. Your Value is !
- 29. Building Our Value Statement
- 30. Delivering Value & Building Relationship VaR can also mean Value at Risk! Do not let this happen
- 31. Delivering Value & Building Relationship Value and Relationship = C1 x C x C x C
- 32. Delivering Value & Building Relationship Value and Relationship = C1 x C2 x C x C
- 33. Delivering Value & Building Relationship Value and Relationship = C x C x C3 x C
- 34. Delivering Value & Building Relationship Value and Relationship = C x C x C x C4
- 36. The VALUE of TIME -- the value of each day! Close your eyes and think hard about it for 1 minute. ask yourself, now sitting in this room!
- 37. YES, We Beat Competition YOUR YOU YOUR PARTNER COMPETITION It Takes A Lot Of Work To Beat You.
- 39. Key Account Management (KAM) means the systematic analysis, selection and management of actual and potential strategically important customers to achieve comparative competitive advantage for both parties concerned.
- 40. Customer Development Account Management has become a crucial issue for many companies. Key account management is also known as strategic account management. Driven by the Pareto belief of 80/20 rule 80% of current/potential revenue comes from 20% of customers; These 20% customers must be treated differently or require more of our attention from other customers.
- 41. We strive to answer these questions Should we have a key account program? How many customers should we include in the key account program? How we decide which customers to include in the key account program? Should all of these key accounts have equivalent status? What value should a key account program offer our customers?
- 42. Or these questions How should we organize to address key accounts? How should key account management interface with the sales force and other organizational units? How should we recruit, select, train and retain our key account mangers? How should we compensate our key account managers? What is the appropriate role for key account teams? What is the best way to develop strategy for our individual key accounts? What systems and process should we put in place to manage our key accounts?
- 43. Account Management Expand Share Current Expand Business Current Streams Business Future Today Good Account Management is Your Bridge to Growth and Expansion
- 44. Account Management is a Strategy Execution KEY ACCOUNT STRATEGY Bridge Steps Opportunities & Threats Planning Assumptions Key account fundamentals Situational Analysis Key Account Key account analysis Insight Fulfillment order process Customer value satisfaction Performance & Objectives Competitive Strategy & Action Plans Market Supply SWOT Analysis Insight Company-to-customer support Insight Resources & Outsourcing
- 45. Best Practice Account Management Implementation KEY ACCOUNT STRATEGY Execution Execution Relationship Managing Customization Pricing Strap Development Supply Chain Operational Delivery Execution Performance Monitoring & Adaptive Change
- 46. Identify accounts you can grow relationship with Account Management Process Steps to optimize our ability to secure and grow business profitability, and to achieve total customer satisfaction
- 47. Like all good models it works on a Your customers number of Our company levels Understand & analyse Operational Plan & realise KAM Integrate & organise Corporate KAM Align corporate strategy, structure & culture
- 48. Operational KAM for Account Manager and team PEOPLE MANAGEMENT SOLUTIONS Understand the competence and Understand how we Understand this make-up of the team that will be are working with this customers needed for this account. Bring team account today. Agree current and how the team should together and ensure they are equipped be organised sell potential usage and communicate. and competitive Establish clear situation. Design processes, protocols and deliver the and guidelines. right solutions in the right way MEASUREMENT Understand the key STRATEGIES performance indicators Understand this for this account. customers Ensure they are business and set measured and the multi-level results used to objectives and strengthen relationship an overall strategy
- 49. KAM for senior management 3. PEOPLE 2. SOLUTIONS How can we ensure we are giving our 4. MANAGEMENT How do we integrate key account Managers the What is the best way the special development they need? for us to manage our requirements we What are the broader people issues key Account make to our K.A.s into related to the challenges of KAM? managers? our standard product recruitment, training, incentives, What are the or solution career planning etc.. organizational and development. process implications To what extent are we of this KAM? ready to adjust and widen our offerings and solutions to key accounts requests? 5. MEASUREMENT How do we gather 1. STRATEGIES our key account What part should information quickly the Key Account and accurately? play in our overall What does top strategy? management need What makes this to know in order to customer a key achieve excellence account? in strategic account management?
- 50. Culture The way we do things round here People Finance Strategies Activities Structure Markets Relationship
- 51. Understand the products and services that are being offered to the customer Analyse the customers requirements Analyse the competitive strengths of your products and services Identify possible improvements Identify possible future requirements that the customer might have in the future (possibly not yet recognised by the customer themselves)
- 52. Understanding customer better with Account Management solution WHAT Platinum Gold Silver Lead Loyalty High Medium Medium Low Importance Significant High Moderate Low Strong, Good, Weak or Position Strong Offensive Defensive Unknown Potential Very High High Moderate Explore Organization Opportunity/ Penetration Opportunity Low Proactive Reactive
- 53. Action: Tier your accounts Platinum - Top 20 customers Customers Vertical Gold Next top 30 customers Silver Next top 50 customers Lead -- Explore or leave Non Vertical Customers
- 54. Require High Management Focus Develop Corporate Level relationships Acquisition and Fulfillment Team Based Account Management Your Long Term Growth Producers
- 55. Form core and wider account team. Implement and review Negotiate resources required from business Review once account objectives and strategy agreed Establish initial core team Understand and analyse current team
- 56. Maximum Next 30 Customers Moderate Management Focus Acquisition and Fulfillment Team Account Management Build Gold Customers to Platinum
- 57. Silver Next 50 Customers maximum Low Management concentration Small acquisition and fulfillment team account management Target Silver for Future Gold Lead / Dormant/Explore Very low sales or management focus Order taking accounts
- 58. For Each Account Manager: No more than 25 accounts total No more than 5 Platinum 20 Combined total Platinum / Gold / Silver
- 59. Each Account should have Customer Organization Chart Quality and quantity of targeted Customer Calls to build relationships at multiple customer levels Each Customer Call should include Who Executive/Management/Technical What Message of Value Proposition When Timing and Sequence of opportunity Why Linkage to Trane Business Solutions and Customer Relationship Strategies
- 60. Account Maturity Path guide Requirements: -Full Account Team Present -Completed Account Planner Three Step Process Account overview lead by the account team leader Clarifying Questions Strengthening the Plan
- 61. Account Review Lead by the Account Team Manager Overview of Account Planner 30 Minutes Customer Information Section Review Customer Organization Chart Overview of Customer Profile Section Account Goals and Programs Strategies and Tactics Value Statement Competitive Overview
- 62. Clarifying Questions Lead by the Account Review Team Clarify Content 15 Minutes Led by Account Manager Clarify content presented in the Account Planner If it is NOT in the Account Planner it does NOT exist Everyone on the team has opportunity to ask questions Not challenges to the plan Not personal confrontations and personal criticisms
- 63. Strengthening the Plan Lead by the Sales Manager Strengthen the Account Plan 15 Minutes Not a personal challenge I see a weakness in the plan and the weakness is.. If it is not in the plan it does not exist Create the account action plan Celebrate Completion of the Session with a Team Building Event!
- 64. ANY QUESTIONS ? if not, ANY COMMENTS ? IF not, we go to the next slide !
- 65. Thank You for your Order. Be Safe, Be Healthy, Do Great Things and Have Fun! 茹