KEY ACCOUNT MANAGEMENT
The customer IN
Teresa Álvarez Cerdeiros
former Key Account Manager | Dow Chemical
European Sales & Marketing Effectiveness in Chemicals Forum - Amsterdam, November 2013
KEY ACCOUNT MANAGEMENT
Why?
What?
Teresa Álvarez Cerdeiros
Critical SUCCESS FACTORS to approach
the customer
Manage customers
NOT sales
Teresa Álvarez Cerdeiros
Manage customers
not sales
Critical SUCCESS FACTORS to approach
the customer
Internal Teamwork TRIGGER
Teresa Álvarez Cerdeiros
Internal Teamwork
trigger
Critical SUCCESS FACTORSs to approach
the customer
Fed from OUT
to IN
Teresa Álvarez Cerdeiros
Manage customers
not sales
SERVING attitude
The road towards
the CUSTOMER–CENTRIC business
Teresa Álvarez Cerdeiros
Serving attitude
The road towards
the CUSTOMER–CENTRIC business
Selling solutions
CUSTOMIZATION
Teresa Álvarez Cerdeiros
Serving attitude
The road towards
the CUSTOMER–CENTRIC business
Selling solutions
customization
Teresa Álvarez Cerdeiros
Customer CENTRIC
Customer
Needs
Satisfied
Customers Reached
Product Centric
Market share
Cu
sto
me
r c
en
tric
Share of
Customer
The road towards
the CUSTOMER–CENTRIC business
Teresa Álvarez Cerdeiros
The road towards
the CUSTOMER–CENTRIC business
Teresa Álvarez Cerdeiros
GLOCAL vision
Serving attitude
Selling solutions
customization
Customer centric
HUNTER FARMER to
KAM profile with market evolution
Teresa Álvarez Cerdeiros
Sales are the VANITY and Contribution Margin the HEALTH
KAM profile with market evolution
From hunter to
farmer
Value
PERCEPTION
Teresa Álvarez Cerdeiros
KAM profile with market evolution
Teresa Álvarez Cerdeiros
KEY ACCOUNT MANAGEMENT
Thank you!
The customer IN
Teresa Álvarez Cerdeiros
Teresa Álvarez Cerdeiros
