“Teamwork is the ability to harness the skills of 2 or more people collectively to a common purpose to achieve better and greater results faster”
If you’re in Key Account or customer managing roles you may be about to roll your eyes, and say I know, I know.
But, how many of us in Key Account or customer managing roles actually look to intentionally build an effective team around our existing customers.
Why should you? Other people slow you down and they can make your already challenging role more difficult. Isn’t it easier simpler to do it all yourself?
As much as I would like to believe that to be true it simply isn’t possible to experience true explosive Key account growth, deepen customer perceived value of you and your business and actually deliver on that value consistently without a good team working with you.
Let me be real. Just like me you will have experienced success through your own graft, creativity, skill, planning and persistence. You should never lack in applying those skills and behaviors daily for your success and your customers benefit. What we do need to do is refocus them for greater and better results.
In 91% of identified experiences of explosive KAM growth you can see up to 3-5X or in some cases 10 times more in spending from existing clients that is directly attributed to effective teams working together with their customer at different levels of their business. Effective and strategic multiple touch points means greater insight that will help you make more sales. According to research by CEB
What does this mean for us?
It simply means every time we attempt to push through on our own we’re potentially leaving money on the table and missing our opportunity to get bigger, better and more profitable growth with our customers.
Deep down you know this needs to happen. Some of you may already have working teams and structures in place which is fantastic. Some of you may have people you can call on but no specific structure, some of you may not have much at all or are unsure how to get the right people involved.
Whatever stage you’re at the next section is for you and offers a clear view on how to identify the right team based on the accounts you’re serving today and the things you might need to consider to get their involvement.
Identifying and building your team
The size and complexity of your account may determine the size and seniority of those people in the team that you’ll need.
Your team needs to reflect the identified people in your clients business you believe if connected with will greatly add value to your customer and deepen the position and value of your company in their business.
Here are five steps you might consider to help you identify and build an effective team within your business.
- Have some understanding of what your contacts might need that someone else in your business could add richer insight or value to e.g. if your contact is a Financial Director why not bring someone Senior from your finance team who may better understand his/her issues
- Know your goals and use this to strategically guide your view of what you might need to accomplish it e.g. Is your goal to renew contract, replace it with a more profitable one? Engage with your service department, managers to see if you can create a package that would benefit your client and create a strong level of action and commitment to your services
- Link people early in the process and connect individuals with that client g.where you identify a need where it may need technical expertise. Work with your colleagues on the role you can both play to support each other and your client for mutual results.
- View your business as it was a client. Get clear on the one common and strongest value that connects you, your customer and your colleagues from other departments together. Share this with your colleagues and agree a structured way of working collaboratively together that will benefit them their goals, wants, desires) and the client (service and value they deserve from you). Not an easy task but powerful if connections are made. One way to start this off is to find one ally and work 1-2-1 through the departments if needed.
- Set expectations with particular departments. Let them know that you may copy them into communication with the client. Do this from the perspective of leveraging their expertise, clearly communicating their role and how important they are in it. All people want to be recognised and affirmed so don’t forget to say thanks.
Note: Don’t always think the team needs to be in your own business. Sometimes in can be another client, someone else in your network. Sometimes you have to get creative. This wont happen over night but the results of a team that works will far exceed the effort.
How do you build teams and ensure you have the right people on board to deliver awesome results for your clients?
Leave a comment and all the best with building teams that generate results for you and your clients