Account Manager's role with Loyalty Management

1. Productivity
through
effectiveness
The Ultimate Sales executive Resource
How Account Managers Can Grow and Keep Their
Strategic Assets: Loyal Customers
Christian Maurer

2. Why Loyal Customers Are Important
Loyal Customer Account Management
• Acquisition cost amortized over • Acquisition cost amortized over
several buying cycles several buying cycles
• Lower selling cost • Lower selling cost
– Know process
– Know process
– Less Education Effort
– Less education effort
• Provide Up sell and cross sell
• Provide up sell and cross sell opportunities
opportunities
• Lower cost to win new customers
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

3. Agenda
0
What is a Loyal Customer?
45
Q&A
How to Manage
Q&A Loyalty?
Take Away
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

4. What is a Loyal Customer?
“Customer Loyalty in general is the behavior
which clients exhibit when they make frequent repeat
purchases of a brand “
Sales Process
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

5. Sales Cycle
EIV >CV
CS<CP
Sales Process
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

6. Buying Cycle
Pain EIV=PIV
Status Quo
CS = Cost of Solution
Develop Vision
CP = Cost of Problem
Put to Use
EIV = Expected In Use Value
CV = Cash Value
PIV = Perceived In Use Value
EIV >CV
CS<CP
Sales Process
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

7. Buying Cycle
Pain EIV=PIV
Status Quo
Develop Vision
Put to Use
EIV >CV
CS<CP
Sales Process
Hedge Price/Risk
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

8. What is a Loyal Customer?
“’Promoters’ are loyal enthusiasts who keep
buying from a company and urge their friends to do
the same.”
Sales Process
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

9. Promoter
Pain EIV=PIV
Status Quo
I
Recommend!
Develop Vision
Put to Use
EIV >CV
CS<CP
Sales Process
Hedge Price/Risk
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

10. What is a Loyal Customer?
2009 No 2
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

11. Decision Roadmap
Pain EIV=PIV
Status Quo
Develop Vision
Lo
ya
Put to Use
lt yB
yp
as
s
EIV >CV
CS<CP
Loyalty Bypass
Sales Process
Hedge Price/Risk
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

12. Decision Roadmap
Pain EIV=PIV
Status Quo
Develop Vision
! Lo
ya
Put to Use
lt yB
yp
as
s
EIV >CV
CS<CP
Loyalty Bypass
Sales Process
Hedge Price/Risk
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

13. Agenda
0
What is a Loyal Customer?
45
Q&A
How to Manage
Q&A Loyalty?
Take Away
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

14. Decision Roadmap
Pain EIV=PIV
Pre-Purchase Post-Purchase
Status Quo
Develop Vision
Lo
ya
Put to Use
lt yB
yp
as
s
EIV >CV
CS<CP
Loyalty Bypass
Sales Process
Hedge Price/Risk
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

15. Pre-Purchase Phase
Pain Threshold
Reached Not reached
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

16. Account Manager’s Strategic Decisions
Pain Threshold
Reached Not reached
Business (Attack) Pre-emptive strike Pre-purchase
Advisor Counterattack
Rel’ship Status/
Or
Damage Control Delay Post-purchase
Comp. Pos
Specialist
Business
Attack
Counterattack
Or
Damage Control
Pre-Purchase
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

17. Purchasing Phase
EIV >CV
CS<CP
Loyalty By Path
Sales Process
Hedge Price/Risk
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

18. How Can You Use The Green Lanes?
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

19. Not Necessarily Bad News
EIV=PIV
Privileged
Treatment and
Trust earned from
Customer
Develop Vision
Real
Or
Virtual
CS<CP EIV >CV
Loyalty Bypass
Sales Process
Hedge Price/Risk
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

20. Post-Purchase Phase
EIV=PIV
Post-Purchase
Status Quo
Put to Use
EIV >CV
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

21. Account Manager’s Duty
When you have formed “partnerships” with strategic
suppliers, what benefits
did you expect and what did you actually receive?
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

22. Account Manager’s Duty
When you have formed “partnerships” with strategic suppliers,
what benefits
did you expect and what did you actually receive?
70%
60% 63%
Loyalty
Expected Benefit Benefit Received
50% Gap
47%
40%
37%
30% 33% 32%
28%
20%
10%
23% 28% 11% 6% 11% 6%
0%
Integrated Commitment Deeper insight Gain Sharing Reduce lead
information of dedicated into product competitive price/cost time for
systems personnel plans advantage risks product
development
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

23. Agenda
0
What is a Loyal Customer?
45
Q&A
How to Manage
Q&A Loyalty?
Take Away
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

24. Take Away
• Focus on the pre-purchase and post-purchase
phases
• Enter the pre-purchase phase as early as
possible
• Be honest in what you promise
• Do not close deals. Instead develop and foster
relationships
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

25. Productivity
through
effectiveness
The Ultimate Sales Executive Resource
c_a_maurer@ceoexpress.com
http://ultimatesalesexecresource.blogspot.com/
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved