Insights From our interview

with Key Account Manager

Group Assignment 1 - APO 4

NAME ROLL NUMBER

Aman Rohra 230103021
Ayushi Bindroo 230103054
Debasya Sahoo 230103059
Divyansh Chauhan 230103072
Gaurav Bhawsar 230103078
Rishabh Raghav
Mankhushpreet Kaur 230103118
Key Account Manager, SKF India
Medhavi Mittal 230103123
IMT Ghaziabad, 2021-23
 COMPANY PROFILE

SKF INDIA
Industry: Manufacturing (Bearings, Lubrication systems)
Founded: Over 100 years ago
Key Divisions:
Industrial- Bearings
Automotive- Products for automotive manufacturers and
aftermarket
Lubrication- Solutions for lubrication management

KEY POINTS

Global Presence: Operates worldwide with products

manufactured and delivered from multiple countries
including the USA, Italy and Germany.
Core Products: Bearings, seals, mechatronics,
services, and lubrication systems.
Mission: To be the undisputed leader in the bearing
business and to provide top-notch customer
service.
 KAM/B2B Manager Roles and
Responsibilities

Roles Responsibilities
Responsible for managing and nurturing key
Client Management: Oversee a designated
accounts.
region or specific accounts.
Acts as the primary point of contact between
Target Achievement: Meet revenue and volume
the company and its key clients.
targets.

Ensures client satisfaction and addresses any

Relationship Building: Develop and maintain
issues promptly. strong relationships with clients.

Coordination: Liaise between the client and

various internal departments.

Sales Strategy: Implement strategies to retain

existing clients and attract new ones.

Reporting: Provide regular updates on account

status to senior management.
 Day-to-Day Activities

Field activities: Conduct 2-3 daily client visits, Financial oversight: Interact regularly with finance
focusing on problem-solving, relationship building, team on pricing, profitability, and payment terms,
and identifying opportunities for management aligning sales with financial goals.
reporting.

Office operations: Participate in 3-4 daily internal Quotation and order management: Craft detailed
meetings, discussing strategies, reporting quotations using specialized software, process
progress, and planning future activities. orders, and ensure accuracy to meet customer
needs.

Supply chain management: Coordinate with

Cross-functional coordination: Liaise across
logistics for timely deliveries, resolve shipping
departments to streamline operations, resolve
issues, and manage order processing and follow-
issues, and provide timely performance updates.
ups.
 Accounts Handling
Account focus:
Primarily handling accounts valued over 10
million INR, representing significant business
potential and requiring high-level attention.
ACCOUNTS
Account prioritization:
Business volume: Giving preference to
accounts that contribute significantly to overall
revenue and demonstrate high growth potential.
Industry verticals:
Serving Agriculture (farming and processing),
Textiles (manufacturing equipment), Power
Transmission (energy generation/distribution),
Motors (various industrial applications), Pumps
(efficient systems), and Compressors
(industrial/commercial air/gas).
Customer loyalty:
Prioritizing long-standing clients who have
shown consistent commitment to SKF products
and services over time.
 Sales Cycle at SKF
Typically, it takes around one month to
complete the entire sales cycle, i.e., from first
interaction to conversion.
However, sometimes, this cycle can also
extend beyond 30 days depending on the size
of the client.
For e.g.: A prospective client having a
potential of giving a business of ~INR 5 Cr.
might require greater rounds of negotiation
than a client giving a business of ~INR 1 Cr.
Key Steps Involved
Lead Generation
A dedicated pre-sales team conducts lead generation and pass on hot leads to the
account manager; who already has a dedicated portfolio
Need Analysis
During the initial meetings, the KAM Conducts in-depth discussions with the potential
key accounts to understand their specific needs and challenges.
Presentations & Proposals
Conducting at least two presentations to showcase the product's features, benefits,
and how it meets the customer's needs.
Negotiation, Closing, and Delivery
Reaching mutually agreeable terms and conditions, obtaining a purchase order,
and delivering the order after quality checks.
Follow-Up
Maintaining ongoing communication with the customer to nurture the relationship
and explore opportunities for repeat business.
Issues/Challenges
Faced (Internal)

Inventory Management: Ensuring timely availability of System Limitations: Overcoming limitations and
products amidst supply chain constraints. bugs in CRM and ERP systems.

Coordination: Managing communication and Account Prioritization: Ensuring more follow ups and
coordination between internal departments (e.g., priority is given to accounts contributing maximum to
logistics, finance). the KAM’s portfolio

Example:
Sometimes, due to unforeseen circumstances like goods being stuck in customs or, delays in
transfers on ports, the delivery gets delayed. In order to resolve this, extra discounts are provided to
maintain positive customer relationships.
 Issues/Challenges Faced (External)

Competition: Facing intense price competition Client Expectations: Managing high client
from other manufacturers. expectations for quality and service.

Market Dynamics: Adapting to changing Regulatory Issues: Dealing with customs and
market conditions and client needs. regulatory delays in product delivery

Example:
Clients opting for competitors' products due to lower pricing despite higher quality offerings from
SKF.
 Solution by KAM/B2B Manager

Customer
Quality Assurance Value Addition Problem Resolution
Engagement

Emphasize SKF’s Provide comprehensive Maintain open and Address delivery delays by
commitment to quality and packages including transparent providing valid reasons
reliability. predictive maintenance communication with and regular updates.
Highlight total ownership and condition monitoring. clients. Offer compensations like
cost benefits and long- Offer quick and reliable Offer incentives such as discounts for significant
term savings. after-sales support. discounts or additional delays to maintain client
services to retain clients. satisfaction.
 Support from the Organization

MANAGEMENT TRAINING AND TOOLS AND Network

SUPPORT DEVELOPMENT RESOURCES Building

Open-door policy with top Comprehensive training Access to advanced Opportunities to build
management for programs for new hires, CRM and ERP relationships with top
guidance and issue including rotations across systems (e.g., SAP leaders and directors
resolution. departments. within the company.
HANA).
Regular interaction and Continuous learning Encouragement to
opportunities to stay
In-house magazines
support from supervisors attend industry events
updated with industry and updates on the
and senior leaders. and seminars for
trends and technologies. latest industry professional growth.
developments.
 KEY TAKEAWAYS

Relationship Management Premium Quality Assurance

Establishing and nurturing strong client Emphasizing the superior quality of SKF products
relationships is pivotal for sustained success. and their long-term benefits. Highlighting the
Continuous engagement through personalized comprehensive suite of services and support that
communication channels ensures client SKF offers to provide unmatched value to clients.
retention and loyalty.

Customer-Centric Philosophy
Prioritizing client needs is crucial. Tailoring solutions
to meet specific client requirements enhances
satisfaction and builds long-term partnerships.
 KEY TAKEAWAYS(cont.)

Proactive Issue Resolution Market Agility

Anticipating and addressing client issues Being flexible and responsive to changing
proactively. Ensuring transparent market dynamics and evolving client needs.
communication and offering realistic, Continuously updating skills and knowledge to
effective solutions to maintain trust stay ahead of industry trends

Leveraging Corporate Resources Long-Term Vision

Focusing on strategic goals to build sustainable
Utilizing the extensive support and resources
client relationships. Implementing strategies aimed
provided by SKF. Engaging in training programs and
at increasing client loyalty and driving business
employing advanced tools to enhance performance
growth
and efficiency.
Thank you