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Maximizing Profitability in Key Accounts: Align the Opportunity Strategy With Customers' Buying Profiles
Author: Janis Lipsitz, Wilson Learning
Presentation Handout | April 25, 2010
A major challenge of managing a key customer account is to make good decisions about how to approach new opportunities within the account. Learn how to use tools that help predict what is most important to decision makers in different opportunities, how to target resources to maximize profitability and how to align the offering with the way customers want to buy. Please bring information about an opportunity to the session. You will learn: * The business drivers for transaction-oriented buyers and long-term relationship buyers * A way to analyze the buying characteristics of decision makers for a specific business opportunity in a major account * How the twin levers of switching costs and systems benefits can affect how customers buy * A strategy for creating an offering that aligns with the customer's buying profile to increase sales and maximize profitability
Available to SAMA members only
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