Combining data analytics with
sales & operations planning expertise
Sample Projects - Key Account Negotiations
Introduction of highly effective prospecting pipeline
Year
Title:
Company:
2019 - 2020
CEO and Founder
The Tailor Network GmbH / Hungary / Early Stage StartUp
Business Case:
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B2B2C sales approach with in-house tailoring events with high-end companies in suit wearing industries (e.g. consulting, banking)
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Introduction of an unknown start-up to senior executives of multi-national companies
Main Project Steps:
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Created effective evangelist acquisition pipeline
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Defined sets of personas for different decision stakeholder
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Created customised materials for each stakeholder
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Interviewed evangelists to identify stakeholder (and their personas) in order to provide evangelists with targeted marketing materials
Success:
-
Acquisition of events at BlackRock (HU), Morgan Stanley (HU), Falcon Private Bank (CH), amongst others
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Event pipeline included EY (CH), UBS (CH), KPMG (HU), amongst others, when COVID-19 ended all in-house events
Change of negotiation power with largest global key account
Year:
Title:
2014
Head of Global Key Accounts and Sales Excellence
Company:
Franke Kitchen Division / Switzerland / Sales 1bn EUR
Business Case:
-
Large, international key account with 38bn EUR sales globally, responsible for 4% of global Franke sales and
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Central purchasing discount significantly impacting margin without any perceived benefit
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Unfavourable negotiation power being only a 'small' supplier for this large international group
Main Project Steps:
-
Turned focus on local entity level to identify customer entities with high dependence on Franke portfolio
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Conducted inside market share and portfolio positioning analysis across all customer entities
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Conducted customer stakeholder analysis (importance of local entities in decision making process)
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Ensured good relationships with specific local customer MDs
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Canceled central purchasing contract and put pressure on local customer entities with high importance of Franke portfolio
Success:
-
Was able to successfully counter 'take it or leave it' negotiation strategy by central purchasing team with a walk-out, due to deep customer understanding
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Established new central purchasing contract with lower central discount and improved PoS support
Closure of failing negotiations due to better customer insights
Year:
Title:
2014
Head of Global Key Accounts and Sales Excellence
Company:
Franke Kitchen Division / Switzerland / Sales 1bn EUR
Business Case:
-
Large, international furniture chain known for high price sensitivity and frugal management practices
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Stalled negotiations despite competitive offer and constant demand for calculation details
Main Project Steps:
-
Changed setting from luxury treatment and large group negotiations to small work group meetings and canteen visits
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Identified hidden decision maker (negotiation strategy) and established direct negotiations
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Identified core purchase decision points (besides price) and focused on addressing those
Success:
-
Closed deal within short time and without further pressure on margin
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Protected higher margin kitchen studio portfolio from cannibalisation through large key account
Definition and implementation of a professional central KAM
Year:
Title:
2014
Head of Global Key Accounts and Sales Excellence
Company:
Franke Kitchen Division / Switzerland / Sales 1bn EUR
Business Case:
-
Number of large, global key accounts managed mainly on local entity level with randomly assigned key account manager
Main Project Steps:
-
Established clear field of play rules
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Introduced central information gathering (CRM) and stakeholder analysis
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Introduced comparative portfolio analysis to identify local and global under-performer
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Established regular contact with central key account partner
Success:
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Used central key account partner to drive localised initiatives for local under-performer
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Improved margins for one local account by 3% due to data analysis and intervention from global key account partner
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Successfully closed long ongoing negotiations with single largest customer due to better understanding of customer culture and purchasing process
