什么是关键客户管理What is Key Account Management【国外优秀ppt模板】.ppt

Presentation by Steve Williams What is Key Account Management (KAM) ? KAM is an approach which includes developing long term relationships with strategic customers whose needs you understand in depth, and for whom you develop a special offer with a differential advantage over the offers of competitors. Quote taken from McDonald, Millman, Rogers 1996 Who creates the need for KAM ? Market Conditions – downturns typically result in less new customers and a need to offset the reductions through existing customers = Strategic / Key relationships Customers – the size and nature of a customer may require the allocation of a KAM to manage them to ensure satisfaction. Switched on management – customers have cycles – both in terms of business and employees – KAM reduces the likelihood of a solution being removed by a competitor at a later date. Developing customer relationships A companies greatest assets are its customers. Without customers there is no company ! The future behaviour of a customer depends largely on consequences of past and present behaviour. The rewarded customer buys, multiplies and comes back for more. The most important goal of any salesperson is to create and keep customers by rewarding them for their behaviour. What is the reward ? 1) The ‘good feeling’ they get from the purchase. Customers will only exchange their money for two rewards; 2) A ‘solution’ to a problem they had, have or will have. In an ideal sale both conditions will be met ! Developing maintaining the ‘good feeling’ The ‘good feeling’ People are ruled by emotions which they back up with logic Cognitive dissonance vs. cognitive consonance – pre and post sale ‘Good feeling’ only exists with a state of cognitive consonance. Four basic emotions – Glad, Sad, Mad and Scared Customers spend money most easily when they are glad. The goal of any Key Account Manager is to keep customers feeling ‘glad’ about their relationship including any purchase(s) by ensu