Webinar
Questions - Answers : Key Account Sales Strategy
Hosted by Dominique Seguin,
Managing Director of Kestio
In this webinar, Dominique Seguin, CEO of Kestio and professor of business strategy at ESCP, answers all the questions concerning key account sales strategy.
How to detect the real decision-makers?
Should the account be entered by C-levels or by operational staff?
The basics of key account sales strategy
Several elements are important in the case of a key account approach:
The important economic impact for both actors (buyer and seller)
The number of stakeholders involved in the procurement process: between 5 and 10 people
The notion of building a tailor-made offer: the offer must be adapted to meet the specific needs of the client as closely as possible
Key account selling: complex selling
Key account selling is not a simple transactional sale but a complex one.
This is a complex sale because the impact is significant for the customer and for the seller, the number of stakeholders involved is large.
Important elements in a key account sales strategy
The organisation chart
C-levels do not have the same issues as operational staff.
Concerns according to hierarchical levels :
C-levels: performance and results
Managers: processes, their quality, reliability and ability to predict outcomes
Managers: concrete actions, prioritisation of projects and tasks
The operational: elements of detail in an activity and task logic
A key account salesperson must ensure that he or she has the right level of discourse to speak to all people at each level of the organisation chart.
Complex selling in the age of COVID
At this time, a key account sales strategy can become more complex to implement.
It is therefore necessary to develop other channels: WhatsApp, sms, Zoom, etc. in order to multiply the opportunities for contact other than physical contact.
The stages of complex selling
The complex sale is done in two stages:
1st step: Definition of the specifications
2nd step: The client's final decision
