Successful account planning requires an ongoing proactive approach on behalf of key account managers. Managing your existing customer base as client questions arise is no longer a sufficient way to ensure that your customers remain committed to your brand.
Key account managers must supplement reactive strategies with proactive outreach in order to maintain an edge in an increasingly competitive business world. Below are five proactive strategies designed to help key account managers increase satisfaction and loyalty among key accounts.
Many companies offer seasonal or time-specific discounts to their customers. These opportunities typically occur during slow periods or times when companies need to reduce their inventory. Examples of special time-sensitive opportunities that customers can take advantage of include the following:
Roll out the red carpet for your key accounts by giving them a personal tour of your corporate offices or manufacturing facility. Be sure to introduce them to your colleagues and company executives, and show them how quality control is executed. Depending upon your budget and the size of the account, you can offer to subtract travel expenses from the cost of the customer’s pending order. This strategy helps to solidify and personalize your relationship with key accounts.
Participating in industry trade shows is an excellent strategy to help you remain connected with your key accounts. Ask your key account contacts which trade shows they typically attend, and consider promoting your products or services at one or more of those shows. Then, approximately two weeks prior to the trade show, proactively reach out to your key accounts and remind them of the following:
This key account strategy offers multiple benefits. In addition to building your brand’s authority, customer testimonials can help develop a sense of trust among prospective customers. The strategy benefits key accounts, as most customers enjoy the free publicity they receive from your company’s advertisements and testimonials. Customer testimonials can be provided in multiple formats, including video and audio clips. Testimonials can be featured on your company’s blog, on product literature sheets, and within customer email blasts.
Do not wait for your key accounts to find out from a competitor about a software upgrade, new application, or other new product development. If you strive to be an educator and trusted resource for your key accounts, your customers will be less likely to contact a competitor for information or support. Below are some ways to proactively notify your customers about the emergence of new products or services:
By remaining a proactive force in the lives of their customers, key account managers can increase customer satisfaction and maintain customer loyalty. Proactive strategies also encourage customers to invest in your product upgrades and new offerings.