New Sample 2 Day Key Account Managers Irish Hardware Trade.
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The document outlines an Irish Hardware Industry Key Account Management program over 2 days that will address trade expectations and frustrations, the role of a KAM, building relationships, category management, and advanced selling. It provides biographies of the two facilitators of the program and an agenda that will cover creating annual working plans, case studies, and implementation strategies. The program aims to help participants better coordinate roles between suppliers and key account customers to improve relationships, sales, and business performance.
New Sample 2 Day Key Account Managers Irish Hardware Trade.
- 1. KAM Key Account Management A Programme designed for the Irish Hardware Industry.
- 2. 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
- 3. 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.
- 4. 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
- 5. Trade KAM Frustrations As 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
- 6. Trade KAM Expectations As 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
- 7. CO-ORDINATING ROLE OF KAM 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. KAM CEO
- 8. Customer Supplier MD MD Sales Dir. Buying Dir. Delivery - Depot Staff Interface KAM - Buyer Interface Merchandising Planning Finance Logistics Sales Prod. Marketing Logistics Finance . Operations The Multilevel/Multifunctional Relationship The KAM and Buyer as Managers and Co-ordinators of the Multilevel/Multifunctional Supplier-Customer Relationship
- 9. From a Suppliers Viewpoint.
- 11. Why do 10% to 25% of Your Customers not Support You
- 13. Range Theatre Space Siting Promotions Price New Products Layout Site in High Traffic Flow 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
- 15. Prepare - Breathing Stressor 20 to 60 Mins Go Green Perception / Thoughts Self Talk Emotional/Physical Response Fight or Flight
- 16. Performance Review Plans for the year ahead
- 17. 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
- 18. 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.
- 19. Anyway Anonymous, 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 .
Editor's Notes
- #14: These are the key levers we use in category management to ensure we are addressing all of our consumer needs in your particular store You need to bear in mind that different stores may have different consumers such as close to a school would lend itself to having more kids products These are the levers we concentrate on :