Transcript Key Account Manager Interview

Key Account Manager
Interview
Presented by: Anna Ho, Laura Davis, and Peter Choi
Agenda
• Company Background
• Key Account Manager
• Theory and Analysis
• Communication Skills and Relationship Management
• Personal Selling and Self Discipline
• Assessing Account Needs
•
Conclusion
Xantrex
• Division of Schneider Electric
• Solar and Mobile divisions
• Commercial, residential, and military
Key Account Manager
• Esmat Sarwary
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Previous sales experience: Telus
Xantrex
Current sales quota: 7.5M
Manages national and international accounts
Communication Skills and
Relationship Management
• Getting to know the customer
• Building the relationship
Personal Selling and SelfDiscipline
• What is personal selling for a KAM?
• What are the essential personal qualities?
Assessing Account Needs
• Account management
• Account knowledge
• Lifetime value
Account Opportunity
Low
High
BCG Matrix
Competitive Position
High
Low
Strategic/Key
Stars
Accounts
Generate considerable income
Problem
Question
Accounts
Marks
Generate considerable income. Need to be
Strategy: Invest more funds for future
protected from competition.
Growth
Strategy: Intensive Account Coverage
Attractive
Have potential
only ifto
competitive
become stars
weakness
or cash
can
be addressed. Deserve
cows
some effort based on
their potential
Strategy: Either
invest more funds for
Strategy:
Moderate
Account
Coverage
future growth
or consider
divesting
Hold Accounts
Drag Accounts
Moderately attractive.
Try to maintain current sales with limited
commitment of resources
Strategy: Moderate Account Coverage
Generate little profit. Not very attractive.
Could be better managed by methods other
than personal selling
Strategy: Limited Account Coverage
Account Opportunity
Low
High
Answers
Competitive Position
High
Strategic/Key
Accounts
Egyptian Military
Low
Problem Accounts
Personal mobile products
Hold Accounts
Drag Accounts
Trucking Company
Apple Store
Recommendations
• Meeting clients in person
• Product knowledge
• Use of account analysis tools
• BCG Matrix
• Key Account Plan
The End