In today’s world we could categorise organisations into two camps: those that add value, and those that add COST.
With value being undefinable to many and different to each of your accounts, I wanted to peel back a few layers of this really big onion and explore value with our guest for this episode: Warwick Brown.
As a fellow KAM “Activist”, Warwick’s mission is to help organisations leverage the power of key account management to accelerate client retention and revenue.
He has more than 15 years’ experience in the field, leading business development and account management teams in Australia and Europe and working with some of the world's most prestigious firms, including Merck & Co, Deutsche Bank, McKinsey & Company and Vodafone.
He has also recently launched The KAM Club – a private learning community that helps busy account managers get results.
Listen to this episode to hear Warwick’s definition of value; where he feels the most mistakes are made by account managers when it comes to value; how we track and demonstrate what we are achieving for clients; and what today’s market has done to the value playing field in the B2B world.
So, are you a value creator or a cost creator? Let us know once you have digested this packed episode.
If you can hold your hand on your heart and say that you create value for your key accounts…Do they know? Are you telling them? And, are you measuring it in the business?
In a world where clients want and need more from you than ever before, Warwick shares his three tips, which are a great place to start:
With differentiation being a real challenge for so many businesses, what is your business the best at doing, the first to do or the only one doing?
Value really isn’t a one size fits all and our job as key account managers is to identify what is important to different stakeholders and customise the value for each of them. Warwick reminds us to always ask the “so, what’s next” question.
In each episode we ask you, our listener, a killer question that is designed to get you reflecting on your business, your KAM Culture and where changes in thinking and behaviour could lead to increased customer success.
In this episode we asked Warwick to give us his killer question which was:
“Write down two or three things, that make your company completely different. Unique qualities that nobody else can claim to do.”
It’s a good place to start when trying to nail down your value.
In line with this topic, we have designed a quick, free 5 PART KAM health check tool for you – if you want to temperature check how your organisation, team and systems fare on some of the topics we covered in this episode. The health check is delivered as short, bite size videos with some prompting questions to ask yourself and your team.
