Global Key Account Management

Transkript

1 Manage the major step up in complexity and lead a global, cross-cultural and multidisciplinied selling center to create high value for both your global key accounts and your organisation. Top Level Community Leadership + Empowerment The business to be or to become the no. 1 Think global and act as one team Klaus Schein Strategic Sales Management 2014 DELTA PROJEKT

2 Best Practices strategies, planning, organisation and coordination for managing global accounts Global Accounts Global accounts will choose suppliers who can provide a global integration of their national key account management in order to enhance the value added, reduce the total cost of ownership (TOC) and increase the speed of the decisionmaking process. Suppliers can meet their demands and expectations by implementing an efficient global account management program. Objective The seminar will provide you with a comprehensive understanding and best practices on strategic development, organisation and coordination of an efficiently global account management program. Participants Sales manager, global key account manager, strategic account manager, key account manager. Formulate a vision of a Global Business Partnership Create new ideas for growth and cost reduction Build multidiscipline trustful peer-to-peer relationships Become a Prime Business Partner Establish a Value Creating Team and a global Selling Center Sell this co-created values to top executives Roadmap to become a Prime Business Partner for your Global Key Accounts 2

3 The Five Elements of Global Account Management The strategic, quantitative and qualitative targets. The key focus, elements and player of the communication strategy. The two key planning processes hunting and farming. The main task of coordinating your global selling center to the global buying center. The basic to increase your success: your own controlling system Strategy Planning Target Coordination Controlling 3

4 The Four Levels of the Communication Strategy 1 Key Target Prime Business Partner 2 Key Focus Trust Relation Value Benefit Brand Promise 3 Key Elements Networking Peer-to-Peer ValueCreation Management Positioning Company 4 Key Player Selling Center Strategic Team Buying Center Global Accounts 1 Key Target To become the Most Competitive Ally: The Prime Business Partner 2 Key Focus To communicate performance commitments - based on Trust, provable Value and the consistent communication of your Brand (claim, messages, reason to believe). 3 Key Elements A Network of internal and external professionals A Value Creation Management, to create high competitive, sustainable value A Position, on which your selling center is welcomed, to discuss both the value creation process and the decision-making process. 4 Key Player To be linked together: Your Selling Center peer-to-peer to the counterpart: accordingly to the specific Buying Center of each project. 4

5 The Role and Empowerment of a Global Account Manager To establish a sales-oriented Value Creation Team To link the Selling Center to the Buying Center To be yourself an active value creater for improving the processes To position your company and your team as 1 To lead your virtual team to success Selling Center Buying Center The Prime Resource Assembling and lead a Global Selling Center to communicate peer-to-peer with your counterparts: Global Buying Center Management Sales Production Global Selling Center Marketing Global KAM National KAM R&D 5

6 The Top Level Community Peer-to-Peer Communication CEO CEO CFO COO CFO COO CTO GAM CTO Selling Center Buying Center Management Marketing Finance Sales Production R&D Multidisciplinary Selling Center Management Strategic Decision Maker Economic Decision Maker User Decision Maker Technical Decision Maker R&D Multidisciplinary Buying Center The Prime Tasks Identify the real decision-maker and the decision-making process Go exactly the way your global accounts wants to be served Mobilize internal resources and organize peer-to-peer communications on executive levels 6

7 Key Factors that Influence Your Opportunity to Win CEO Strategic CFO Economic COO User CTO Technical Consider each member of the buying center The quality of the relationships (entire selling center) Your knowledge of the key decision criteria The response mode The match of their expertations and your solution The trust in your promised results The match of their budget and your proposal The better value you can deliver in comparison to your competitors Your knowledge of your position on each decisionmaking level Effective actions to increase or hold your position Your coach, who lead you through the decision process Your skills to present and to negotiate your solution Strategic Buyer User Buyer Economic Buyer Technical Buyer Selling Center Coach 7

8 Monitor Your Current Positionings To win the current project you need allies who strive for your solution! Analysis Objective Find Solution Evaluation Decision CEO Strategic Different view CFO Economic COO User Same view CTO Technical Monitor your current position on each decision-making level Identify your allys and support them Convince all members of the buying center that your solution will bring the best value 8

9 Verify and Increase Your Skills Intercultural Competence Networking Leadership Executive Level Selling Presentation Skills Negotiation Skills Powers of Persuasion basic excellent Make Excellent Decisions Strategy Status Next steps Positioning Planning Feedback analyse decide provide your team Priorities Targets Scheduling Resouces Support Intuition 9

10 Strategic Goals Develop Acquire Open Up Develop the potential of your Key Accounts Acquire new Global Accounts Open up markets in new countries 10

11 GAM Global Account Management Global Key Accounts demand a single point of contact who is responsable for consistency in pricing, commercial agreements and delivery standards. Suppliers can meet their expertations by installing a global account management program. In this seminar you will learn how to establish a powerful and effective global selling center lead a multidisciplinary value creation team improve in selling to top-level executives reach resp. defend the status of a value grower identify bottlenecks and to maintain effective sales GAM think global and act as one team 11

12 Agenda GKAM 1st Day am Welcome participants and introduction of the workshop instructor Introduction of all participants and their objectives for the workshop am The fundamental objectives, tasks and added values of global account management am Break Strategic, functional and organisational levels of GAM. Value-added, to be offered to Global Key Accounts. How GAM can significantly improve your business and contribute to a secure future of your company am The specific goals of Global Account Management pm Lunch break Strategic objectives Quantitative targets Qualitative targets Resources required to achieve these goals 1.00 pm Main emphasis, elements, and stakeholders of both the communication and sales strategy 2.30 pm Break Focus, credibility and promise to perform Networking, value creation management und positioning Structure of a global buying center 2.45 pm Implementing und management of a selling center Criteria for the formation of a selling center Peer to peer communication at decision-making level Opportunity-oriented allocation of resources 4.00 pm The role of a global account manager 5.00 pm End 1st day Run a virtual global team Empowerment Tasks, priorities and responsibility 12

13 Agenda GKAM 2nd Day 9.00 am The two major planning processes Acquisition of new projects (hunting) Continuous relationship management (farming) am Break am Coordinating of global selling centers at eye level to globally operating buying centers pm Lunch break Analyse: status vs. objectives; current positioning vs. competition Decide: future activities, priorities, resources Support: to-do-lists, scheduling, preparation for presentations and negotiations 1.00 pm Basis for continuous success: your personal controlling system How suitable defined are your current global sales strategies? What are the expected constraints and how can you recognise and eliminate their causes? What needs to be changed in order to become more efficient and effective? 2.30 pm Break 2.45 pm Five steps towards implementing a custom-made GAM program Identify specific expectations of major global accounts Develop a GAM concept and organize for managing global selling center Definine and select global key accounts in relation to size, profitability and growth Develop further GAM competencies Gradual implementation of the planned change processes 4.00 pm Discussion Round 5.00 pm End Q&A Session Feedback on workshop 13

14 Training Places for Public Seminars Schedules: Price of the 2 day public seminar 1st participant 1, nd participant rd participant : plus 19% VAT for orders within Germany, including documentation, lunch and beverages Inhouse Seminar Phone: seminar@delta-projekt.com 14

15 FAX-Registration +49 (0) I enroll bindingly for the following seminar: Title: Date: Number of participants: GKAM Place: 1 participant price: 1, participants price: 2, participants price: 2, Room reservation: Yes No Nonsmoker Smoker from: to: All the prices indicated are subject to VAT at the prevailing rate for orders within germany. Our GTCs shall apply only toward contractors in the meaning of section 310 I German Civil Code. If the participant cancels up to 2 days before seminar begin, 100% of the seminar fee is due; up to 14 days before seminar begin, 50% of the seminar fee is due; Participants can withdraw from the contract to attend without charge up to four weeks before the start of the event. Upon availability, we try to allow rescheduling and/or an alternate to participate. Invoice recipient Company: Full name: Dept.: Street / Number: Zip / Town: Phone: Fax: I explain hereby that I accept the General Business Terms (GTCs) Place, date Signature We will gladly answer all detailed questions via phone or seminar@delta-projekt.com The price for the seminar includes lunch, food and drinks during the breaks and seminar documents; other expenses such as accommodation costs, parking charges etc. shall not be covered. The accommodation costs are settled by the participants directly with the corresponding hotel. 15

16 Contact Please do not hesitate to contact us for a personal conversation and further informations. Facilitator Klaus Schein Mobil: klaus.schein@delta-projekt.com Central Office DELTA PROJEKT Dorfring 9 D Dötlingen Tel Fax info@delta-projekt.com copyright: 2013 DELTA PROJEKT Klaus Schein 16

17 SAM Strategic Account Management Implementing a Global Account Management Progam GAM KAM VCM GTM 1 Design the Strategic Objectives Consulting 2 Analyse the Required Improvements Consulting 3 Set the Cornerstones of the Roadmap Consulting 4 Pursue the New Objectives Training 5 Foster the Prime Business Partnership Coaching copyright: 2013 DELTA PROJEKT Klaus Schein 17

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