$how me the Money
Your top accounts want value
Speaker: Stephen Kozicki
Clearly, this will be a year of enormous change and challenges for all executives and managers. The key to thrive and grow is to ensure that any change you make works for your best customers.
Put yourself in your best customer's shoes - your top accounts in a B2B world want more value now than ever before. If you want to make your relationship with your best customers even more 'sticky', competitor-proof and price-defendable, then you need to make it broader, deeper and more valuable - to your best customers. And for that, you need to understand their business and the measures they use to quantify financial success. Moving from a product focus to a value-added approach requires a significant mind-shift in your team: replace customer-focused with customer-results-focused.
You need to $how them how value makes them successful - ROI makes you relevant!
Apart from the obvious mindset shift required, your team will need to acquire some new financial and business skills. By far, the most difficult of these is financial literacy. The financial language informs much of the success measurements used in business. Frankly, if you are not ROI literate, you are excluding yourself from the financial conversation that you need to have with your top accounts.
Your best customers want you to help them internally, explain the value of your products to decision makers and the purchasing team. Only by understanding what financial metrics matter to your key accounts, can you begin to have strategic dialogue. Many companies deliver great value but fail to monitor and report this value. It is critical to implement processes that regularly capture this calculation of value.
Remember, it's not your best customers' responsibility to understand your full value; it's your responsibility to make sure they understand. To make sure they understand, you must be literate in accounting language.
The session will be highly interactive, challenging you with live examples on how you can apply this to your best customers.
Gary Peacock is a leading consultant and author who has worked with some of Australia's biggest businesses in the pharmaceutical, medical products and financial services. With over 20 years' experience in senior management roles, his practical experience enables him to understand the challenges of changing behaviours and sustaining the high-growth business.
When not delivering keynotes, Gary is working with executives and senior managers to improve their results faster.
If you are serious about your future, this is a session you can't afford to miss at your conference!
This keynote is a must for everyone in your organisation, in fact anyone who is already good at managing accounts and wants to get better. The strategies, techniques and tactics you'll learn are advanced and complex.
Discussion points for conversation at the keynote:
- Why manage a select group of accounts strategically?
- The benefit of SAM and growth
- Why top accounts want value, not products
- The C-Suite wants results
Each person attending the keynote will receive a copy of the highly acclaimed ebook: Sales or SAM: Just the Same?