The KAM Club Podcast

Ever wonder how you can build trust with clients you rarely meet in person? This episode unveils simple CRM strategies that key account managers use to create strong, trustworthy relationships, even from afar. Tune in to learn how you can too!

KEY POINTS:

• Emphasize Long-Term Thinking: Approach every client relationship with a long-term perspective, thinking of it as a decade-long partnership rather than focusing on immediate transactions.

• Start Small to Build Trust: Begin relationships with small, manageable projects to build trust and credibility before moving on to larger deals.

• Simplify CRM Use: Use a simplified CRM system that focuses on the essentials—contacts, notes, and reminders—to avoid overwhelm and increase usability.

• Record Personal Details: Make note of personal details and follow up on them in future interactions to show genuine interest and care.

• Utilize Visual Reminders: Use photos or screenshots from meetings to help remember details and maintain a personal connection.

• Establish Regular Cadences: Set up a regular communication schedule to stay in touch with clients and ensure you are top of mind.

• Focus on Incremental Wins: Aim for small victories that demonstrate your reliability and deepen trust over time.

• Think Customer-First: Always consider the client’s perspective and potential concerns, especially in a remote setting.

• Keep It Simple: Reduce complexity in your CRM and relationship management strategies to make maintaining relationships easier and more effective.

RESOURCES:

Feeling overwhelmed and lost in your new Key Account Manager role? Don't worry, Agent Rookie KAM, this episode is your mission briefing. We'll equip you with five launchpad ideas to propel you past confusion and into the success stratosphere

KEY POINTS:

Be a news hound: Immerse yourself in industry publications and attend conferences to stay up-to-date and establish yourself as a trusted advisor.

Cultivate depth, not just breadth: Build strong relationships with key stakeholders within your client's organization.

Master the art of storytelling, not just a spreadsheet: Use data to tell compelling narratives that showcase the impact of your solutions.

Embrace the power of collaboration: Build relationships with colleagues from other departments to gain internal support and expertise.

Invest in continuous learning: Take courses, seek mentors, and be open to feedback to improve your skills and knowledge.

BONUS INTEL:

Uncover tactical tips for navigating handovers, taking initiative, and staying organized.

Learn how to manage your most important client: your boss.

Discover the secret to securing quick wins and building momentum in your first few months.

RESOURCES & LINKS:

Show notes: https://tkcpodcast.com/037

Notion 30/60/90 Day Success Plan template: https://store.thekamcoach.com/l/90dayplan

The Best 90 Day Success Plan Every New Account Manager Needs [+ Template]: https://www.thekamcoach.com/30-60-90-day-plan-for-account-managers/

Relationship Mapping for Key Account Management [+ Templates]: https://www.thekamcoach.com/relationship-mapping/

A Simple Guide to Data Analysis For Key Account Managers: https://www.thekamcoach.com/data-analysis-for-busy-account-managers/

ABOUT THE KAM CLUB: The KAM Club podcast is dedicated to helping busy key account managers get one step ahead. Listen for news, trends, tips, best practices and advice on how to have a successful career in key account management.

Unlock the mysteries of key account management (KAM)! This episode tackles 5 common misconceptions, revealing the realities and challenges KAMs face. Buckle up for insights and action steps to level up your game

• Myth 1: KAM is all about maintaining relationships, not sales.
• Myth 2: Key account managers only handle a few clients.
• Myth 3: KAMs always side with the client, avoiding conflict.
• Myth 4: KAMs are isolated from the rest of the organisation.
• Myth 5: The role of key account management is becoming obsolete with AI and automation.

Resources & Links:

Stop the turf war! Key Account Managers and Customer Success Managers aren't rivals; they're a power duo. Discover how their unique skills combine to drive unbeatable customer value. Tune in and unlock the secrets to their success.

KEY POINTS:

Distinct Yet Interconnected: Explore the essential differences and mutual goals of KAM and CS roles.

Revenue Growth vs. Value Delivery: How KAM's strategic partnerships contrast with CS's focus on maximizing product usage.

Bridging the Gap: Strategies for fostering better collaboration between KAM and CS teams.

The Debate on Customer Retention: Analyzing each role's contribution to customer loyalty and business expansion.

Towards Unified Success: Practical steps for integrating the efforts of KAM and CS for holistic customer success.

RESOURCES:

Ever wonder if your key account management skills could unlock doors in any industry? Dive into this episode as discuss transferrable skill across sectors, revealing tailored strategies for success no matter where you're at.

In This Episode:

• The Nuances of Key Account Management: Discover whether key account management skills are universally applicable across different industries or if customization is needed.

• The Core Similarities and Differences: Understand how key account management stays consistent yet demands adaptability in strategy across various sectors.

• Industry-specific Strategies: Learn about the unique approaches required in SaaS, manufacturing, and pharmaceuticals.

  • SaaS Focus: Insights on the importance of upselling and the need for agility.
  • Manufacturing Emphasis: How CAMs ensure efficiency and reliability.
  • Pharmaceutical Sector: The critical role of regulatory compliance and clinical knowledge.

• Adapting to a New Industry: Tips for key account managers moving into unfamiliar industry territories.

• Exclusive Insights for Success:

  • Industry Research: The cornerstone of effective strategy.
  • Customisation and Continuous Learning: Essential for staying relevant.
  • Networking and Flexibility: Building connections and being adaptable.

• Resource Highlight: Grab your free copy of the 21-page Complete Account Manager’s Guide to Client Research, offering resources and checklists.

Resources:

Ever wondered if you're cut out to be a key account manager? In this episode, we dive deep into the qualities that make a good key account manager and reveal how you can unlock your potential in this dynamic role. Join us as we explore the essential skills, strategies, and mindset that set exceptional account managers apart.

Key Account Management vs Sales: Different roles or two sides of the same coin? In this episode we take a provocative look at what sets sales and key account management apart. And the surprising similarities that unite them. Get ready to unravel the mysteries of sales and key account management, and learn the answer to the age-old question, "What is the difference between key account management and sales?"

Episode Description:

Feeling a lack of enthusiasm for what you're selling? Don't worry, you're not alone. In this game-changing episode, we'll provide valuable insights and practical tips to help you rediscover your passion and excel in sales. From evaluating your mindset to celebrating success and embracing challenges, we've got you covered. Join us as we explore how to reignite your excitement, no matter what you're selling.

What You'll Learn:

• Discover strategies to find passion for what you sell
• Identify and assess your current mindset
• Evaluate your job and explore ways to enhance it
• Gain industry knowledge and stay updated
• Focus on the benefits of your products/services
• Get to know your customers and their needs
• Celebrate your successes to fuel motivation
• Surround yourself with positive people for inspiration
• Set realistic goals to stay motivated and achieve growth
• Learn from others in the field for continuous improvement
• Practice gratitude to cultivate a positive mindset
• Take regular breaks for rejuvenation and balance
• Develop new skills to stay competitive
• Learn about The KAM Club and its resources
• Connect with colleagues for support and collaboration
• Embrace challenges as opportunities for growth
• Find purpose and meaning in your work by connecting it to a larger vision

Tune in now to reignite your passion and unlock your full sales potential!

We're delving into the world of key account management and uncovering the top 10 common mistakes that can hinder your success as a KAM. Whether you're a seasoned professional or just starting out, this episode is packed with valuable insights to take your key account management skills to the next level. Whether you're looking to avoid these common pitfalls or enhance your existing skills, this episode is a must-listen for anyone in the world of key account management. Let's dive in and transform your approach to KAM!

Craving a career that combines passion and success? Listen as we uncover the 15 awe-inspiring reasons why being a key account manager is an unbeatable choice.

In this episode you will gain valuable insights into the world of key account management. We'll explore the reasons why becoming a key account manager is not only an exciting professional choice but also a pathway to long-term success. From unparalleled opportunities for career growth and high earning potential to the chance to work with diverse industries and build strong relationships, this role offers a dynamic and fulfilling journey.

Join us as we discuss why being a key account manager could unlock your professional dreams.

• [00:50] Introduction
• [01:32] Opportunity for career growth and advancement within the organization
• [02:19] High earning potential through performance-based incentives and bonuses
• [03:01] Exposure to a diverse range of industries and clients
• [03:52] Opportunity to develop strong relationships with clients and stakeholders
• [04:49] Ability to work with and learn from experienced professionals in the field
• [05:50] Access to valuable training and development programs
• [06:45] About The KAM Club
• [07:23] Opportunities for travel and global experiences
• [08:10] Chance to work on high-profile projects and initiatives
• [09:03] Opportunity to make a tangible impact on the growth and success of the organization
• [09:37] Opportunities to work with cross-functional teams and collaborate with other departments
• [10:32] Ability to develop a deep understanding of clients' needs and challenges
• [*****] Opportunity to develop and implement innovative solutions to meet clients' needs
• [11:05] Chance to work with cutting-edge technologies and tools
• [12:13] Ability to build a strong personal brand within the industry
• [13:10] Opportunity to build a robust professional network of contacts and connections.
• [14:08] Outro

* Apologies - on editing the podcast I realised I forgot to talk about the 12th reason, that you get to develop and implement creative solutions.

In today’s fast-paced world, it’s easy to feel overwhelmed with work and responsibilities. Many of us struggle to keep up with the demands of our jobs, which can lead to stress, burnout, and a decrease in productivity. Listen to the episode as we explore 15 ways to simplify your work and make your life easier. Get ready to learn some valuable tips that will help make your work life easier and reclaim your time and energy.

• [00:53] The inspiration for this episode
• [02:26] Prioritise tasks.
• [02:37] Focus on one task at a time.
• [03:03] Delegate tasks.
• [03:34] Use a task list.
• [06:07] Minimise distractions.
• [06:31] Take breaks
• [06:58] Learn to say done.
• [07:09] Continuously evaluate and improve.
• [08:12] Use templates
• [09:45] Manage time spent on email.
• [10:38] Get feedback.
• [11:00] Learn to say “not now”
• [11:47] Take advantage of technology.
• [12:21] Stay organized
• [13:09] Celebrate small wins.

In this episode of The KAM Club podcast we’re diving into the world of client-supplier relationships to uncover the top 13 things clients won’t tell their suppliers. From hidden agendas to unspoken expectations, get ready to discover the secrets that could transform your business partnerships.

Remember, often it’s not what your client’s say—but what they don’t say—that matters.

Find out why clients may not be eager to share information with their suppliers, and why it’s important that you find out. Knowledge is not only power, but helps you make important decisions about how to best work with your client to help them get maximum results from your partnership.

RESOURCES:

What are your options when you're a key account manager and ready for your next move? Working in the same job for a long time can cause you to feel uninspired. To keep yourself motivated and happy in your work, it’s important to switch things up every now and then. We discuss how in this episode of The KAM Club:

Some of your career options for key account managers:

• Strategic Account Manager. Look after bigger, more complex, more prestigious accounts.
• Global account manager. Manage accounts in multiple regions, where decision making and policies are centrally decided.
• Manager/Director. Move into leadership roles
• Business Development or Sales. Focused on lead generation and account acquisition and growth.
• Customer Success. Customer success is focused on working proactively in partnership with customers to help them get more value out of your solutions over time. (check out Grow Gain Retain Customer Success Community)
• Change industries. Maybe you still like your job, just not the industry it's in?
• Job craft. Take proactive steps and actions to redesign what we do at work, essentially changing tasks, relationships, and perceptions of our jobs

LINKS MENTIONED

If you've worked with any client ever, you know they often have very clear ideas of what they want. But what they want, isn't always what's best for them. This can be a challenge for any key account manager, but it also presents an opportunity. Disagreements can be a catalyst to improve collaboration and produce outstanding work. 

So let's talk about how to disagree with your client, the right way.

Telling our clients what they need to hear, not what they want to hear, is our responsibility as key account managers. That can sometimes cause conflict. But that's how pearls are created; an oyster is irritated by a little piece of sand, and a beautiful creation is the result.

Disagreements may be uncomfortable, but don't put off the hard conversations. They won't get any easier and it'll just lead to communication breakdowns and harms your ability to collaborate. Decisions get delayed, and you could miss out on big opportunities for your business.

LINKS MENTIONED

It's easy to lose sight of the big picture in the day-to-day grind. Sit down, take stock and say these four words to your clients to understand what they need from you right now.

It's Q4 and the end of the year is in sight, so everyone is busy. Many of our clients are measured on annual targets and have a short few months to catch up and get the kind of results that delivers a bonus and a pay raise.

It's also important that you finish the year strong so your client sees a clear return on investment from your partnership.

(and also so YOU get a bonus and a pay raise).

Listen to the episode to hear the magic four words you need to ask your client now to get everyone across the finish line.

LINKS MENTIONED

Is your inbox taking over your life? 

A McKinsey study found that we're distracted from work every 10 minutes (56 times a day) and it takes about 25 minutes to get back into the zone again and focus on the task.

So about 2 hours a day is spent just recovering your concentration.

And email is one of the main culprits. 

In this episode I share 12 email management hacks to tame your inbox, stop it from getting out of control and give you time back in your day.

LINKS MENTIONED

We all have favourites. Those clients we absolutely adore! In fact if work wasn't in the way we'd probably be besties. But as a key account manager, finding friends isn't your number one priority. And being too close to your clients can cause problems. And in this episode we talk about them all:

📍You neglect your other clients.
📍You over-service (bend the rules)
📍You say too much.
📍Difficult conversations are made even harder
📍You step over boundaries.
📍You slack off.
📍You stop expanding your network.
📍Your judgement is clouded.

Remember, with clients you should be friendly, not friends.

LINKS MENTIONED

If there's one thing I can guarantee in you career as a key account manager, you will someday work with a client who doesn't like you (and often the feeling is mutual). It can make working with them unbearable, so ignoring the situation is not an option. So in this episode we're going to talk about how to turn them around and establish a professional, productive business relationship.

6 ways to turnaround an unfriendly client

1. Listen more, talk less
2. Meet more often in person
3. Do things by the book
4. Accept criticism
5. Ask their opinion
6. Set expectations

The client is not always right! In fact they are quite regularly wrong! And when they are wrong, as a key account manager you are in the awkward position of choosing to defend your position or take it on the chin and apologize anyway - even when it's not your fault.

And for the sake of peace and customer retention, we say sorry!

Well not today. In this episode I'm sharing 5 times you should never say sorry. 

1. You need their help to do your job (a decision, information)
2. You're product doesn't do what they want it to do.
3. Issues arise because they didn't do their part (implementation, project, deadlines).
4. When you can't meet a deadline.
5. You're chasing payment.

LINKS MENTIONED

More and more companies expect their key account managers to be thought leaders. If you’re smart, you’ll start building your personal brand now. In this episode:

• Why key account managers need a personal brand
• Why I started to build my personal brand (and you can too)
• Three steps process to build your personal brand
• Join the Personal Branding Playbook Course

LINKS MENTIONED

It's important to stand out from the crowd if you want to attract and retain clients. But how do do you differentiate from competitors when everyone is the same?

"You're too expensive" or "I can get more, for less, somewhere else"

Ever heard that before?

That's because most businesses blend in, not stick out. Even when they do deliver something innovative, it's not for long. Competitors catch up fast.

So, it's up to you to figure out how to differentiate your solutions in this market of sameness. Give your client a reason to choose you over everyone else.

In this episode you'll learn to  customize your value proposition and apply a variety of differentiation best practices so your client won’t even think about your competitors.

LINKS MENTIONED

Chrome extensions are a fantastic way to customise the functionality and behaviour of your browser to do just about anything.

In this episode I share 16 of my personal favourites, guaranteed to massively improve your workflow (and life).

As a key account manager, you not only need to keep your clients, you need to keep them profitable. To do that, you need sales negotiation skills to convince them to buy more and, when the time comes, to renew. 

So here's my best advice.

The most straightforward sales negotiation tactic I know is to make the first move.

Psychological research suggests making the first offer gives you a bargaining advantage.

When you start the sales negotiation, you control one end of the negotiating spectrum — either the high or the low price.

And that's what we're discussing in this episode of The KAM Club podcast.

LINKS MENTIONED

If you’re in sales or account management, you know how challenging it is to convince your client to buy your services. And is there anything more frustrating than when you think you’ve navigated all the potential hurdles that could get in the way of the client signing off on your proposal and then they say they’re not ready to move forward or are mulling things over.

What do you do if your deal stalls. How do you get your client moving forward and get momentum back into your deal? That’s what we’re talking about in this episode of The KAM Club podcast:

• Discover 19 steps in the sales process. Maybe you missed one that could unlock the deal and get your client to move forward.
• Learn how to establish momentum by securing the next commitment
• Useful books and podcasts to help you keep deals moving.

LINKS MENTIONED

Working with clients can be a tricky process. Especially when you’re trying to sell them on something. You need your client engaged and communicating, to move forward with ideas and projects. Yet sometimes, it feels like you’re constantly chasing them for the simplest of answers.

In an ideal world, everyone would get everything they needed in a single interaction. That’s not how it works. No matter what the scenario, there’s constant backwards and forwards between stakeholder. We need to follow up with clients for lots of reasons: to close a sale, to ask a question, to get a decision, to share information or reminders.

In this episode of The KAM Club podcast, we explore the best ways to follow up with your clients, without being annoying.

Links mentioned:

Key account management is a role that requires both sales skills and strategic thinking. You need to be able to identify opportunities, build rapport with key contacts, negotiate favourable contracts, and work collaboratively with your team.

In other words, it’s not an easy job.

And it’s why key account managers can struggle when faced with common problems that stop them from doing their job

Listen to see if you’re experiencing any of the same struggles as other key account managers. Knowing what the problem is the first step to finding a solution.

Links mentioned:

Not every deal will go your way. I guess that's why they say, "you win some, you lose some!" 

But, it's also why we need to keep a close eye on our sales process to identify where we might be falling short and to keep doing what works. Episode 10 of The KAM Club podcast explores why you're losing sales opportunities and what to do about it.

The drivers of sales failure

• Lack of flexibility
• Poor relationships
• Excessive costs

We also discuss win/loss reviews and why you must do them even for the small deals along with some additional resources to help you gain insights that will improve sales performance

I hear the word “value” all the time. “I deliver value, I create value, our clients value us.” But what does it actually mean to create value? In fact, what does it mean to co-create value with our customers and why does it matter?

Value comes in many forms – price, convenience, reliability, quality, service, and so on. But creating value requires more than a positive experience and happy customers.

We want to the kind of value that brings mutually beneficial outcomes. 

In this episode:

• The definition of co-creating value with customers
• 20 ways to encourage value co-creation
• Best app for value co-creation.
• And lots more

Sales negotiations are challenging. Even the most experienced negotiators can struggle when things get tough. And when the going does get tough, it’s tempting to just to fold and give the client what they want. At least you closed the deal right?

But what we want is a deal where everyone wins. And that’s not so easy, especially for those of us not in pure sales roles. We’re not wheeling and dealing every day.

The secret to win-win is knowing what to expect and in this episode of The KAM Club podcast we discuss how to prepare for a sales negotiation.

In this episode:

• How to create a negotiation plan. Follow this 8-step process to develop your negotiation strategy to create fair value and make balanced compromises so everyone wins.
• 5 negotiation tactics that work. There are lots of ways to approach a negotiation, and I share my favourite 5 tactics that have proven to work for me over and over again.
• Resources. Additional ways to sharpen your sales negotiation skills.

If your clients don't respond to your emails, it could be you're part of the problem. Learn some practical and easy tips for writing effective emails your clients will actually read.

Remember, a great email conveys the right message and tone and doesn't waste the readers time. It says what you want, why it matters and what your client should do.

Before you start an email, be clear on why you're sending it. Without purpose, it won't matter how well written it is.

Key account managers need help from internal teams to get results for clients. But the path to cooperation is full of conflict. Find out why and what to do about it.

In this episode:

• Find out why there is so much internal conflict
• Why is it important internal teams and key account managers collaborate.
• How to improve the way teams work together by adapting styles, creating alignment, developing strategy and systems.

And lots more.

Is it easy to sell to existing customers? The answer is NO. We bust some myths on why it's actually very difficult to sell more to existing clients and some practical tips to help you close deals. 

• The importance of mindset.
• Why you should become a student of sales.
• How to prepare your message.
• Closing techniques to ask for more of your client's business.
• A trust and credibility checklist to improve your chances of getting deals across the line.
• Why it's not as easy to sell to existing customers as you've been led to believe.

And a whole lot more.

Every sales conversation will inevitably involve procurement at some point. So if you're selling to procurement, you need to think like them.  In this episode we discuss:

• What procurement are looking for from suppliers
• Why cold outreach never works
• Current challenges facing procurement
• The 7-step strategic sourcing process

And a bonus workshop replay just for listeners, Procurement is Changing, Are You? 

After listening you'll gain a much better understanding of how procurement works and ideas on how to be a better partner to them.

The KAM Club podcast is dedicated to helping busy key account managers get one step ahead. Listen for news, trends, tips, best practices and advice on how to have a successful career in key account management.

Be sure to follow @thekamclub on social and check out our website https://www.thekamclub.com.

We joke all the time about meetings that could have been emails, but like all good humour, there's an element of truth. In this episode we ask the question, should we ban meetings? One company has done away with meetings, so it's possible. Instead of meetings, here's what they do instead:

• No meetings other than exceptional circumstances.
• For a meeting to go ahead, a detailed meeting agenda must be written 24 hours in advance, only two people can attend and they must last no longer than half an hour.
• No internal emails - everything must be discussed on a public slack channel.
• Company Wiki used for reference material and to store documents.
• Project management tools like Asana keep teams focused on the task at hand.

We also discuss how to stop spending time with the wrong people, if beards make you more trustworthy and lots more.

The KAM Club podcast is dedicated to helping busy key account managers get one step ahead. Listen for news, trends, tips, best practices and advice on how to have a successful career in key account management.

Resources:

Sick of Clients Ignoring Your Advice? Here's How to Get Them Listening.

We've all been there. You make thoughtful recommendations to help your client get the most out of your solution. But they ignore you and instead spend big bucks bringing in outside consultants who just regurgitate what you already said!

Discover how to turn basic information into valuable insights your clients can't ignore. Learn how to structure strategic conversations that make executives sit up and take notice.

Key Topics Covered

• The value of key account managers positioning themselves as experts
• Clients hiring expensive consultants instead of listening to their account manager's advice
• Transforming information into useful knowledge for clients
• Strategies for filtering, validating, analyzing, customizing and communicating information
• Viewing ideas through a “customer improvement lens”
• Moving from giving options to clear recommendations
• Achieving “trusted partner” status with clients
• Managing the balance between priorities and busyness

The KAM Club podcast is dedicated to helping busy key account managers get one step ahead. Listen for news, trends, tips, best practices and advice on a successful career in key account management.

Resources: