Webinar

In this webinar, Dominique Seguin, CEO of Kestio and Professor of Business Strategy at ESCP, answers all your questions about key account sales strategy.

How do you spot the real decision-makers?

Should C-levels or operational staff enter the account?

The basics of key account sales strategy

Several elements are important in a key account approach:

-Significant economic impact for both parties (buyer and seller)

-The number of stakeholders involved in the purchasing process: between 5 and 10 people

The notion of building a made-to-measure offer: we need to adapt the offer to meet the customer's specific needs as closely as possible.

Key account sales: complex sales

Key account selling is not a simple transactional sale, but a complex one.

This is a complex sale, because it has a major impact on both the customer and the seller, and involves a large number of stakeholders.

The key elements of a key account sales strategy

Organization chart

C-levels don't face the same challenges as operational staff.

Concerns according to hierarchical level :

-C-levels: performance and results

-Managers: processes, their quality, reliability and ability to predict results

-Managers: concrete actions, prioritization of projects and tasks to be carried out

-Operational: details in an activity and task logic

A key account salesperson needs to make sure he or she has the right level of discourse to speak to everyone at every level of the organization chart.

Complex sales in the age of COVID

At this time, a key account sales strategy can become more complex to implement.

We therefore need to develop other channels: WhatsApp, sms, Zoom, etc., in order to multiply opportunities for contact that are different from physical contact.

Complex sales stages

The complex sale takes place in two stages:

-Step ¹: Defining specifications

-^2nd step: The customer's final decision