HOW TO PLAN A SUCCESSFUL YEAR WITH VIP CUSTOMERS: STEP-BY-STEP KAM STRATEGY

They need more than just a regular supply of products. They want a partner who understands them, follows their needs and helps them achieve their business goals in a somewhat exclusive way. How do you plan the coming year with your VIP clients so that the business relationship becomes a true partnership?

Key account management. What do you mean by that? I'd say above-standard relationships, above-standard loyal customers. But you need to be able to plan your cooperation with them in detail and stick to a mutually beneficial strategy. You know how?

Who is the VIP customer?

If you have divided your ideal customers into three layers, the VIP customer is in the third layer. It's someone who does a lot of business with you. They already buy from you, so they logically need you. It's someone who doesn't care about change, because change generates a lot of angry people, changing production schedules, and other complications. VIP customers are interested in a long-term relationship and are looking for more than just a supplier.

Quite often you offer them something that doesn't quite live up to expectations. But that's part of the process. They don't want to see a perfect offer. They want effort. An effort to get to know them and adapt.

What does the VIP customer want from you?

Understanding of the business, proactivity, help to achieve its goals, long-term strategic partnerships and above all an exclusive approach. But that doesn't necessarily mean an exclusive price. Rather, these customers want special service or priority delivery.

As per the KAM strategy

It's not the most enticing reading for the evening, but corporate annual reports or

reports have a background to them. Study them. Because then you're fulfilling the main point - you're being proactive! And I guarantee you'll often know more about your customer's business than they do.

Communicate regularly with stakeholders. Most of the time they say no. And that's why we need them. Because we're gonna make that no a yes. Take the time for in-depth conversations and feedback.

And create a KAM team to do it all. The more people in the company know the counterpart, the more stable the partnership you will create. Link the CFo to the CFO. The sales person with purchasing. Service with service. You will build the loyalty of the other party and resistance to the will to replace you. After all, who needs change, right?

Then proceed step by step:

1. Evaluate the current relationship with the customer

Look at what successes you've achieved together, where there have been problems and what the customer feedback is. Ask:

• What did we do well last year? What was the key?

• How do we build on this and where can we take it further?

• What awaits the customer? What will be the biggest challenge for them?

2. Define common goals

It's certainly not just an increase in sales. It's more about better communication, collaboration and efficiency. And don't forget yourself, set goals that are realistic, achievable and most importantly - mutually beneficial.

Key elements:

• Jointly formulated business objectives

• Prioritization of customer needs

• Agreement on the key metrics you will use to measure success

3. Create a personalized KAM plan

Every VIP customer needs a different approach. Developing an individual plan that takes into account their specific needs and expectations is the key to success. Be sure to include regular revisions to the plan so you can respond flexibly to any changes throughout the year.

What should the KAM plan contain?

1. Analysis of the current state of play

2. Defining client priorities and needs

3. Common goals for next year

4. Plan of activities and events

5. KPIs and measurement indicators

6. Schedule and communication plan

4. Set up regular communication and feedback

Arrange regular meetings (ideally monthly or quarterly) to review progress, discuss new ideas and address any problems.

What will help you:

• Create a clear communication plan.

• Ensure that all key people on the customer side have access to

  information about your plans.

• Monitor customer satisfaction and adjust the plan according to their feedback.

KAM Strategy is in the world

VIP customers expect you to be one step ahead. Be proactive, monitor the market and make suggestions that can help your customer grow or streamline their operations.

Don't be caught off guard by a customer coming in with a need - be the one to suggest a solution before the customer even realizes they need it.