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What is Key Account Management, Key Accounts and Key Account Manager Roles?

by www.jobsinyangon.com


Tags: KAM-Key Account Management- Key Account Manager- Sales Growth- Business Relationship



အားလံုးပဲမဂၤလာပါ။ ညိဳလဲ့အခုတေလာ Sales position ေတြအတြက္ အင္တာဗ်ဴးလုပ္ရင္း တစ္ခ်ိဳ႔ Sales မွာ တကယ္ေတာ္တာေတြကို ေတြ႔ရသလုိ တစ္ခ်ိဳ႔က်ေတာ့လည္း Sales နဲ႔ ကုိက္ညီမႈမရွိတာေတြေတြ႔ရတယ္။ လူေတာ္ေတာ္မ်ားမ်ားက Sales ဆုိတာကုိ လြယ္ကူတဲ့အလုပ္လုိ႔ထင္ၾကတယ္။ Product Sales နဲ႔ Service Sales ေတာင္မတူပါဘူး ။ အထူးသျဖင့္ SME ေတြအတြက္ Sales ဆုိတာက Market Share ကုိ အရယူႏုိင္ေအာင္ ၾကိဳးစားရတဲ့အခါ ပုိလုိ႔ေတာင္ ခက္ခဲေနပါေသးတယ္။ Listening, Communication, Self-Confidence, Product-Confidence, Persistence စတဲ့အရာေတြမွာ ပိုျပီးေတာင္ Strong ျဖစ္ဖုိ႔လုိအပ္ပါတယ္။ ေနာက္ျပီး ျမန္မာႏုိင္ငံမွာ Key Account Manager ဆိုတာကို နားမလည္ၾကေသးဘူး။

ညိဳလဲ့ေတြ႔ရသေလာက္ဆုိ Key Account Executive  , Key Account Manager Position ျမင္တာနဲ႔ Account & Financial Job Category မွတ္ျပီး Accountant ေတြအမ်ားၾကီးလာေလွ်ာက္တာလည္း ေတြ႔ရတယ္။ ညိဳလဲ့ကုိယ္တုိင္လည္း Key Account Manager တစ္ေယာက္ျဖစ္ေနေတာ့ Key Account Management နဲ႔ ပက္သက္တဲ့ အေတြ႔အၾကံဳေတြ၊ ေနာက္ျပီး ညိဳလဲ့ ဖတ္ထားတဲ့အရာေတြကုိ အေတြ႔အၾကံဳရွိျပီးသားသူေတြေရာ အခုမွ Sales ကုိ စိတ္ဝင္စားျပီး စိတ္ဝင္စားတဲ့ သူေတြကုိ ေရာ sharing လုပ္ခ်င္တဲ့အတြက္ ဒီ ေဆာင္းပါးေလးကုိ အပုိင္းေလးေတြခြဲျပီး ေရးမယ္လုိ႔စဥ္းစားခဲ့တာပါ။

အဲ့ေတာ့ ပထမဆံုးအေနနဲ႔ Key Account Management , Key Account and their roles ဆုိတာေလးကုိ မသိေသးတဲ့သူေတြသိသြားေအာင္ ဗဟုသုတရသြားေအာင္ sharing လုပ္ေပးခ်င္ပါတယ္။

Key Account Management ဆုိတာက မိမိရဲ့ Customer နဲ႔ မိမိရဲ့ Business ၾကားမွာရွိတဲ့ Relationship တစ္ခုျဖစ္ပါတယ္။ တနည္းေျပာရရင္ ေရရွည္ခုိင္ျမဲတဲ့ Long everlasting business relationship တစ္ခုကို ဖန္တီးတည္ေဆာက္ရန္ Sales People ေတြ တစ္ဦးခ်ဥ္းဆီ မိမိ Customer ဆီ ခ်ဥ္းကပ္ရမည့္ နည္းလမ္းတစ္ခုျဖစ္ပါတယ္။

The Chartered Institute of Marketing ကထုတ္ထားတဲ့ “ Key Customers” How to manage them profitably ဆုိတဲ့ စာအုပ္ထဲမွာေတာ့ Key Account Management နဲ႔ Key Account ကုိ ဘယ္လုိေဖာ္ျပထားလဲဆုိတာကို ေလ့လာလုိက္ရေအာင္။

*** What is KAM?

“KAM is a management approach adopted by selling companies aimed at building a portforlio of loyal key accounts by offering them on  a continuing basis, a product/service package tailored to their individual needs.” လုိ႔ ေဖာ္ျပထားျပီး

*** What is Key Accounts?

Key Accounts are customers in a business to business market indentified by selling companies as being of strategic importance. ဆုိျပီး ေဖာ္ျပထားပါတယ္။

Summary အရေျပာရရင္ KAM ဆုိတာ Long Term Sales Drive တစ္ခုျဖစ္သလုိ မိမိ customer နဲ႔ relationship ကိုလည္း ေကာင္းမြန္သထက္ေကာင္းမြန္ေအာင္ျပဳလုပ္ျခင္း ျဖစ္ျပီး Future Business ကုိ စီမံခန္႔ခြဲျခင္းဆုိလည္း မမွားပါဘူး။

KAM ဆုိတာ ရိုးရုိး sales ဆုိတာထက္ကုိ ပိုပါတယ္။ အဲ့ဒါမို႔ Key Account Manager ဆုိလုိက္တာနဲ႔ Finance နဲ႔ ပက္သက္တဲ့ Accountant position လုိ႔ မထင္မွတ္ေစလုိပါဘူး။ Key Account Manager ရဲ့ တာဝန္က selling တစ္ခုထဲမဟုတ္ဘဲ Customer Needs ကုိ ပါ ျပည့္ေအာင္ပါ ျဖည့္ဆည္းေပးရတာပါ။ အဲ့ဒါမုိ႔ Key Account Manager တစ္ဦးမွာ ရွိသင့္တဲ့ Competencies ေတြက

၁. Standard Bearer ျဖစ္ရမယ္။ အဲ့ဒါကဘာကုိ ေျပာတာလဲဆုိေတာ့ KAM က မိမိရဲ့ company ကို သာမက မိမိရဲ့ customer အတြက္ကိုပါ ကိုယ္စားျပဳျပီး မိမိေပးလုိက္တဲ့ promise ကုိတည္ေအာင္ customer အတြက္ ျဖည့္ဆည္းေပးရသလုိ Organization နွစ္ခုၾကားအတြက္ Trust ကုိ ျပဳလုပ္ေပးျပီး ထိန္းသိမ္းေပးရတာမုိ႔ အဲ့ဒီ competency လည္း လုိအပ္ပါတယ္။

၂။ Value Creater ျဖစ္ရပါ့မယ္။

ဘာျဖစ္လုိ႔လဲဆုိေတာ့ KAM က မိမိ organization အတြက္ Potential Business ကုိ ခုိင္ျမဲေအာင္ မိမိရဲ့ customer နဲ့ long term relationship ကုိ ဖန္တီးယူရသလို မိမိ customer ရဲ့ needs ကုိလည္း နားလည္ျပီး အဲ့ဒီ လုိအပ္ခ်က္ကိုလည္း ျဖည့္ဆည္းေပးရတာမုိ႔ value creater ျဖစ္ဖုိ႔လည္း လုိပါတယ္။

၃။ Good Communicator ျဖစ္ရပါ့မယ္။ KAM ေတြက clients ရဲ့ organization ေတြကုိ မိမိရဲ့ organization ကဲ့သုိ႔ ဆက္ဆံရမွာပါ။ ဥပမာေပးရရင္ ညိဳလဲ့တုိ႔ ရဲ့ Key Customer ေတြလုိေနတဲ့ လုိအပ္ခ်က္ေတြျဖစ္တဲ့ Recruitment  ျဖည့္ဆည္းဖုိ႔အတြက္ communicate လုပ္တဲ့အခါမွာ efficient, effective, accurate, honest, courteous  ျဖစ္ေနဖို႔လုိပါတယ္။ အဲ့ဒါမို႔ Good Communicator လည္း ျဖစ္ရပါ့မယ္။

၄။ Good Planning or Good Planner ျဖစ္ဖုိ႔လည္းလုိအပ္ပါတယ္။ ဘာျဖစ္လုိ႔လဲဆုိေတာ့ မိမိရဲ့ Organization profitability ျဖစ္ေအာင္ စြမ္းေဆာင္ႏုိင္ရမွာ ျဖစ္သလို မိမိ customer need အတြက္လည္း Good Result ကုိ deliver ျဖစ္ေအာင္ ၾကိဳးပမ္းရမွာမုိ႔ Good Planning လည္း ေကာင္းေကာင္းရွိဖုိ႔လုိအပ္ပါတယ္။ လုိ႔ ေျပာၾကားေပးခ်င္ပါတယ္။

အခုဆုိ JobsInYangon.com ရဲ့ ပရိတ္သတ္ၾကီးလည္း Key Account Management ကဘာလဲ၊ Key Account ကဘာလဲ၊ Key Account Manager ရဲ့ role ကဘာလဲဆုိတာကုိ generally သိသြားမယ္လုိ႔ေမွ်ာ္လင့္ပါတယ္။

ေနာက္ျပီး မိမိသူငယ္ခ်င္းေတြလည္း သိသြားေအာင္ sharing လုပ္ဖုိ႔ ေတာင္းဆုိခ်င္ပါတယ္။ အခု Key Account Manager က ဘာလဲဆုိတာကုိ သိသြားျပီဆိုေတာ့ အလုပ္ေလွ်ာက္တဲ့အခါမွာလည္း မွားျပီး မေလွ်ာက္ေတာ့ဘူး လုိ႔လည္း ယံုၾကည္မိသလို KEY ACCOUNT MANAGER ရဲ့ တာဝန္က Sales Growth အတြက္ ဘယ္ေလာက္အေရးၾကီးလဲဆုိတာကို သိသြားလိမ့္မယ္လုိ႔ ယံုၾကည့္ရင္း Key Account Management နဲ႔ ပက္သက္တဲ့ အေၾကာင္းအရာကုိ ဒီမွာပဲ အဆံုးသတ္ခ်င္ပါတယ္။ Key Account Management နဲ႔ ပက္သက္ျပီး သိသေလာက္ကုိ လည္း ေနာက္ပုိင္းမွာ ဆက္ျပီး Sharing လုပ္သြားပါအံုးမယ္။

ရုိေသေလးစားစြာျဖင့္

Roger Quest International

www.jobsinyangon.com

 


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