KAMKey Account Management

A Programme designed for the Irish Hardware Industry.

The Facilitators Robert Mc Kernan has spent over 25years working in commercial sales roles in Ireland for large multinationals, setting up 7 sales teams from scratch and running teams in size of 3 to 64. These businesses turned over between €100 and €250 million annually. In 2002 Robert set up Mc Kernan Training Solutions and since 2003, 95% of the business is either repeat or referral business. His clients come from across all categories of business in Ireland. In 2009 Robert will speak at sales seminars in Paris, Frankfort and London.Mobile 087 - 6774000

Jim Coffey has 35 years experience in Senior Management. He commenced his career in Guinness Ireland, moving on to become Sales Director of Kraft Ireland during the volatile 70’s and 80’s. He was appointed Managing Director of R.S.Sales in 1987, where he grew the business through developing a strong sales team and launching numerous successful new brands into the Irish Hardware Market. In 2002 he lead a successful MBO and subsequently sold the business in 2007. He brings huge passion and experience to the programme and he believes that energy, enthusiasm and commitment make up the driving force that fuels the motivation necessary to win in business.Mobile 087 -9191457

Day 1 KAM Programme

• Trade expectations and frustrations as outlined by key trade buyers.

• Overview of the KAM role.

• Building Relationships at Head Office.

• Category Management.

• Advanced Selling.

Day 2 KAM Programme

• Review the previous Day.• Presentation by Key Account Director.• Creating a Key Account Annual working

Plan.• Trade Issues and resolutions

– Case studies.• Next steps and your implementation plans

and follow up with your facilitators

Trade Trade KAMKAM Frustrations FrustrationsAs per other sectorsAs per other sectors

• Lack of preparation for meetings–No agreed agenda–Confrontational Stance–Poor account plans–Inappropriate/Inaccurate information, Poor timings–Product Sample not available–POS arriving late

• Avoiding Major account issues–Sales–Margin–Investment–Service levels–De listings–Promotional Mechanics

Trade KAM ExpectationsTrade KAM ExpectationsAs per other sectorsAs per other sectors

• A clear understanding of–Account overall performance–Account size GSV & Profit–Account strategy

• International• Promotional strategy• Trading strategy • Ranging strategy• Discounter strategy

• Future development plans–Store development–Format development

• Knowledge of customer culture–Listing requirements–Logistic requirements–Merchandising requirements–It requirements–Accountancy requirements–Administration requirements

Customer Merchandising

Customer Stock Control

Trade Communication

Customer Buying

Trade Promotion

Other Activities

Trade Research

Consumer Marketing

Sales Dept.

Financial Dept.

Distribution Dept.

Customer Finance Dept.

Customer Distribution Dept.

KAMCEO

CO-ORDINATING ROLE OF KAM

Customer Supplier MD MD

Sales Dir. Buying Dir.

• • Delivery - Depot Staff Interface

KAM - Buyer Interface

Merchandising

PlanningFinance

Logistics

SalesProd.

Marketing Logistics

Finance .

Operations

The Multilevel/Multifunctional Relationship

The KAM and Buyer as Managers and Co-ordinators of theMultilevel/Multifunctional Supplier-Customer Relationship

From a Suppliers Viewpoint.

Perceptive Communication

Why do 10% to 25% of YourCustomers not Support You

Range

Theatre

SpaceSiting

Promotions

Price

New Products

Layout

Site in High TrafficFlow

Pick the right range for the consumer

Allocate Space according to sales

Excite the consumer using Theatre

Help drive sales

Lay the fixture out using the decision hierarchy

Keep prices consistent with RRP

People want to try new products

Your Role In The Category Levers

Prepare - Breathing

Performance Review

Plans for the year ahead

Agenda

• Introduction New Key Accounts Personnel• Sales Report this year v last year.• By Branch• By Brand• By Gross Margin• Key Promotions• Strategic Positioning Seasonal• Sales Objectives• Sales Forecast• Next Steps• Questions

The Successful Key Accounts Manager.

The ability to prepare and plan.

Be persistent - keep going despite knock-backs.

A thirst for knowledge - of your company, your products, your industry and yourself

Superb questioning and negotiation skills – listening skills.

Powerful presentation skills - to persuade and influence

Confidence to handle general objections.

Marketing Skills – right product , right place, right time at the right price.

Selling skills asking for the business and closing the order. Complete the business - neatly and professionally

Growing the business - Adding to your team, talent, prospects and products.

18

AnywayAnonymous, found on the wall of Mother Teresa’s office

People are often unreasonable, illogical and self-centred Forgive them anyway.

If you are kind, people may accuse you of selfish, ulterior motives; Be kind anyway.

If you are successful, you will win some false friends and some true enemies; Succeed anyway.

If you are honest and frank, people may cheat you; Be honest and frank anyway.

What you spend years building, someone could destroy overnight. Build anyway.

If you find serenity and happiness, they may be jealous; Be happy anyway.

The good you do today, people will often forget tomorrow; Do good anyway.

Give the world the best you have, and it may never be enough; Give the world the best you’ve got anyway.

You see in the final analysis, it’s between you and God; It was never between you and them anyway.