When you look at a key account company for your business, and then look at the various members of the account, you can quickly see the necessity to have your top executive team involved in the contact process at a high level.
Don’t leave the contact process to just one person in your business, particularly with the larger company accounts. Get multiple people from your team involved at different levels. Certainly have one key account manager as the point of main contact and coordination, but recognise the need to have your top people talking to their top people.
The higher the level of contact that you make with a key customer the greater the amount of information that is likely to be gleaned. They say that information is a valuable resource and that is very much the case in Key Account Development and Management. Capture and interpret information from all of your clients and start a master file on your database so all members of your account team can be made fully aware of critical information and current orders. Develop a sales attitude to match the needs of your Key Accounts.
Here are some ideas to help you with your client contact:
- Put a member of your team into the clients business for a week to see what they do and how you can help further with their business processes.
- Seed some ideas into the client’s processes where you can identify advantages for them. A simple graph or a set of statistics may be all that is required to attract their attention.
- Many clients will have priorities that are complex and driven from their business model and plan. Every six months or so look at your performance indicators for servicing the client; ensure that you are meeting their business needs and expectations.
A well-managed key client will lead to more new business, other orders and potential referral business.