KEY ACCOUNT MANAGEMENT The customer IN European Sales & Marketing Effectiveness in Chemicals Forum - Amsterdam, November 2013

1. 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

2. KEY ACCOUNT MANAGEMENT
 Why?
 What?
Teresa Álvarez Cerdeiros

3. Critical SUCCESS FACTORS to approach
the customer
 Manage customers
NOT sales
Teresa Álvarez Cerdeiros

4. Critical SUCCESS FACTORS to approach
the customer
 Manage customers
not sales
 Internal Teamwork
TRIGGER
Teresa Álvarez Cerdeiros

5. Critical SUCCESS FACTORSs to approach
the customer
 Manage customers
not sales
 Internal Teamwork
trigger
 Fed from OUT
to IN
Teresa Álvarez Cerdeiros

6. The road towards
the CUSTOMER–CENTRIC business
 SERVING attitude
Teresa Álvarez Cerdeiros

7. The road towards
the CUSTOMER–CENTRIC business
 Serving attitude
 Selling solutions
CUSTOMIZATION
Teresa Álvarez Cerdeiros

8. The road towards
the CUSTOMER–CENTRIC business
 Serving attitude
 Selling solutions
customization
 Customer CENTRIC
Teresa Álvarez Cerdeiros

9. The road towards
the CUSTOMER–CENTRIC business
Customer
Needs
Satisfied
Product
Customer centric
Share of
Customer
Centric
Market share
Customers Reached
Teresa Álvarez Cerdeiros

10. The road towards
the CUSTOMER–CENTRIC business
 Serving attitude
 Selling solutions
customization
 Customer centric
 GLOCAL vision
Teresa Álvarez Cerdeiros

11. KAM profile with market evolution
HUNTER
to
FARMER
Sales are the VANITY and Contribution Margin the HEALTH
Teresa Álvarez Cerdeiros

12. KAM profile with market evolution
 From hunter to
farmer
 Value
PERCEPTION
Teresa Álvarez Cerdeiros

13. KAM profile with market evolution
Teresa Álvarez Cerdeiros

14. KEY ACCOUNT MANAGEMENT
The customer IN
Thank you!
Teresa Álvarez Cerdeiros
teresa.alvarez@cerdeiros.com
Teresa Álvarez Cerdeiros