If it was, we’d all be doing it brilliantly wouldn’t we?

Like most working practices in business, there are a handful of common, or typical reasons why a KAM culture struggles to get off the ground in an organisation. In this episode, I seek to shine a glaring light on the assassins of good KAM practice.

Here are the highlights that David walks you through on the 5 reasons your KAM programme is more than likely failing:

#1 Your Key Account Criteria lacks focus & clarity Do you and your team know who your key accounts are and why they are qualified as “key”? Yep, a simple one right? But so many businesses miss this.

I find that this lack of clarity often comes from a place of assumption. Assumption that the key accounts are simply the largest ones. The accounts that make up the lion’s share of revenue or profit.

For us, the true definition of a key account is whatever is, or whatever will be, important to your business.

It’s so important to reach a focus and clarity of the defining characteristics of a key account in your business. Without that, a KAM programme runs the risk of becoming something we talk about rather than do.

(Listen to the episode to get the 5 reflective questions you need to ask yourself).

#2 The customer’s voice isn’t being heard When was the last time you proactively sought feedback from your key contacts at your most important customers?

And did that feedback make its way back to the business, into your team discussions and shape the way you engage with that customer going forward?

So, if we run with the notion that the quality of the service you deliver the customer is directly influenced by the quality of service you deliver each other, we see just how important teamwork is…. (Listen to the episode to hear more if this “speaks” to you!)

#4 Your Key Account Managers don’t have time The trouble with time management is that it is not possible! Nobody ‘manages’ time, it’s a myth. Time moves by at the same pace for everyone - no amount of intent will slow it down or speed it up!

What we do manage, is our own priorities. So, next time you hear ‘time’ being banded around as the excuse for lack of progress on key account activity - take a long look at the prioritisation and level of importance being put on different tasks. Perhaps the team’s definition of ‘important’ is different to yours. Are you going to let time be a reason why your KAM programme fails?

#5 You’ve prescribed the plan, but the team haven’t subscribed to the action Like most business initiatives, a KAM Programme starts at the top, or it simply won’t start. The danger with board level sponsorship is that it takes the shape of an authoritative prescription. The sort of messaging that suggests, ‘we’ve discussed this in the board meeting, and we think it’s the best for everyone’, communicated down the chain of command like a memo to ‘all staff’ detailing the new policy for key customers.

Do you already have a KAM programme in play within the business? How’s it going?

Is it a living, breathing KAM Culture that puts the customers voice at the heart of what you do?

Do you foster organisational-wide teamwork and collaboration?

Do you provide inspirational sponsorship to the movement?

FREE - KAM Audit Template: If you would like help with devising a KAM Audit for your business - download your copy here from our resources area.