We accompany you with innovative, yet practical methods, that are highly efficient and which secure quick results. And we do not only integrate your internal stakeholders, but the voice of your most important customers. Because building a KAM-Organisation has significant consequences for your whole organization and therefore needs a systematic change management approach. Because KAM is not Sales.
1. Step: The right KAM Strategy
Every company needs a spelled out strategy - based on its corporate strategy and reflecting market conditions - for the design of a professional and long-term successful Strategic Account Management.
The development of such a SAM-Strategy can naturally only succeed with the necessary precision and depth, if we have a clear understanding of the current position of the company with its key customers.
In order to achieve this, we survey with mpc Positioning Analysis the 5 strategic challenges & 15 core competences responsible for your success.
The results of the customer survey then serve as input for a 2-day workshop for developing a strategy that has the objective to establish the Strategic Account Management as a growth engine of your company. The SAM-Strategy is developed with the help of the highly efficient software-based mpc Strategic Development tool, which from the very beginning secures the participation and alignment of all stakeholders responsible for the success and insures full transparency of objectives and measures.
2. Step: The right Key Accounts
Not every customer with big sales potential fulfills the requirements of a strategic account, especially not, when the corporate strategy is biased towards operational efficiency and securing comparative price advantages against competition.
The criteria for selecting strategic Key Accounts need to be defined on the basis of your specific company- and SAM-Strategy.
To this end, mp consulting provides you with a proven methodology and approach - mpc Account Targeting - that leads to a clear classification of your accounts.
3. Step: The right Key Account Managers
Even in times of the „digital transformation“, KAM continues to be "peoples business".
The Key Account Manager has to fulfill special requirements in terms of his professional and conceptual competencies and his personality structure, that requires an assertive and at the same time integrative leadership style.
The quality of the leaders and collaborators that are involved in Strategic Account Management are a decisive success factor. This process has to start with the “right” personnel recruitment and should be based on the following elements:
definition of the role and the profile for the position of Account Manager
determination of the degree of aptitude and suitability of the candidate or the internally nominated Key Account Managers
agreement on the necessary development measures
These elements are developed in structured way through our mpc Profile & Development process.
4. Step: The right Account Strategy
Developing strategic partnerships with Key Accounts is the objective of a professional Key Account Management. The primary motivation is to move from the status of a replaceable supplier to the one of a strategic partner for the customer, by helping the customer to strengthen his position in his market. The conceptual approach of the Key Account Manager must be geared towards integrating his company into the value creation process of the customer, thus making his company indispensable.
Against this stands the often very complex and broad decision structure and the highly competitive situation of large accounts, which demands a structured and systematic process for winning and developing such customers (9 steps of mpc Account MAPping for the development, communication and management of the Account Strategy) and jointly developing innovative concepts with the customer (mpc Partnering).
The mpc Account MAPping method is not taught with a classical training approach, but through practical workshops with the regional or worldwide Account Team under the leadership of the Key Account Manager. During these workshops the Account Team develops real Account Strategies and Partnership Concepts for real Target Accounts with high attractiveness and business potential (please refer also to step 2: “The right Accounts”). After the workshops we support the Key Account Manager in the implementation of the Account Strategy through personal coaching, thus actively supporting him in the practical application of the method, overcoming external and internal barriers and creating tangible business results.
Depending on the level of qualification of the Key Account Managers and their teams, it might be necessary to raise their competence in strategic selling skills. The mpc Pre-MAPping Training contains the following elements:
Value-/Solution-/Consultative Selling: "Moving away from classical transactional selling"
Dialog comtence: "Develop and leverage contact quality as fast as possible"
Team-Leadership und -development: "Leading the internal network without disciplinary responsibility"
Gaining access to C-Level: "Acting on the strategic level of the customer"
Market- & Customer Intelligence: "Thinking in the head of your customer"
5. Step: The right Implementation
In order to insure the highest level of quality of your KAM Organization, mp consulting accompanies the process of building your KAM Organization and implementing the specific Account Strategies through an array of performance indicators and personal coaching of the Account Managers and their teams.
The proven methods that we employ to secure implementation, monitoring of success and effectiveness and efficiency of the Key Account Manager are mpc QM, mpc Coaching und mpc Personal Catalyst.
Please send us a short message or give us a call, if you would like to learn more about the 5 steps for building a successful KAM-organization and/or the different methodologies we employ.