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Key Customer Relationships Currency

This tool will help stimulate your thinking about a ‘key customer account’ – in a way that you may not have before.

1. CEO Currency

Circle the ‘yes’ or ‘no’ score for your answers to these questions

No
Yes
If you have met with the CEO
0
10
If you meet regularly with the CEO
0
10
If you know the CEO on a social basis
0
10

If the CEO could pick you out of the crowd by name

0
10

If the CEO has personally endorsed your contribution to his/her organisation

0
10

If you have personally made a presentation to senior management in the client account

0
10
If you exactly how other Industry CEOs view him/her
0
10

Sub-Total Score

_______________
_______________

2. Client Senior Management (CSM) Team Currency

Circle the ‘yes’ or ‘no’ score for your answers to these questions

No
Yes
If you have an ‘agreement in principle’ with senior management for working in collaborative relationships which produce virtual ‘right of first refusal’ for you
0
15
If you have a formal relationship monitoring process
0
10
If CSM provide you with ongoing access to people and information that are not typically granted to other suppliers
0
10

If you or a colleague have an ongoing relationship with CSM ; meeting routinely to discuss industry issues

0
10

If CSM has acknowledged to you personally their growing dependency and indebtedness to you

0
15

If CSM consults with you regularly on matters of strategic importance to his/her company

0
10
If you and CSM have identified areas where their company and yours are both at risk
0
15

If CSM is discussing long-range alternatives with You beyond the scope of your present services

0
10

Sub-Total Score

_______________
_______________

3. Customer’s Industry Currency

Score 10 points for CEO you know personally in your clients industry – circle the answer

0 10 20 30
40

Score 5 points for every three years of executive management or consulting experience you have in this industry – circle the answer to max 20

0 5 10 15
20
If you can identify the top 3 players in your clients industry in order of market share
0
10

If you can name your clients top 3 clients in order of significance to them or by revenue

0
10

If you can define where your clients industry will be in five years and why

0
15

Score 5 points for each personal relationship you have with industry external consultants

0 5 10 15 20 25
30
If you and CSM have identified areas where their company and yours are both at risk
0
15

Score 5 points for each company in your clients Industry for whom you can cite their top three business challenges and approach to solving them

0 5 10 15
20

If you can articulate at least three un-thought of. And unplanned for business problems that your client will encounter within 3 to 5 years – for which you have enough credibility to be viewed by the client as a thought leader

0
20

If you have a formal, effective approach for obtaining and tracking critical financial metrics for competitive benchmarking in your clients industry

0
20

Sub-Total Score

_______________
_______________

4. Political currency

Circle the ‘yes’ or ‘no’ score for your answers to these questions

No
Yes

If you have an account plan for this client

0
10

If you can describe the added-value, beyond repeat business, that this client could mean for your organisation

0
15
If you know how other members of your organisation are advancing the account plan
0
10

If you have helped develop or enhance the account plan

0
10

Score 5 points for each substantial discussion you have had with a member of your account team about the client, within the last two months

5 10 15 20 25
30

Sub-Total Score

_______________
_______________

5. Internal Currency

Circle the ‘yes’ or ‘no’ score for your answers to these questions

No
Yes

If you have an account plan for this client

0
10

If you can describe the added-value, beyond repeat business, that this client could mean for your organisation

0
10
If you know how other members of your organisation are advancing the account plan
0
10

If you have helped develop or enhance the account plan

0
10

Score 5 points for each substantial discussion you have had with a member of your account team about the client, within the last two months

5 10 15 20 25
30

Sub-Total Score

_______________
_______________

6. . Customer’s Business Currency

Circle the ‘yes’ or ‘no’ score for your answers to these questions

No
Yes

If you can state your clients current business. Objectives, Goals and Strategies

0
10

If you can explain the top two market forces affecting your client along with their responses to them

0
15

Score 10 points for each of the following client –related documents you have studied in the last 6 months :

– Strategic business plan
– Annual report and accounts
– Brokers/external reports and analysis

0
10

If you can list the members of your clients management team who would be considered to be among the top 3 originators/drivers of change and organisational initiatives

0
10

If you know how your clients senior executives are compensated and incentivised

0
15

If you have created an enterprise map of your client, dividing it into functional areas and identified the major business processes

0
20

If you can define the performance scorecards the clients executives use to measure ‘success’

0
20

Sub-Total Score

_______________
_______________

7. Personal Currency

Circle the ‘yes’ or ‘no’ score for your answers to these questions

No
Yes

If others recognise your leadership and ability to marshall your organisations resources

0
10

If others would describe you as one who shows initiative in making decisions

0
10

SIf you are seen by others to carry yourself like an executive

0
10

If you can list the members of your clients management team who would be considered to be among the top 3 originators/drivers of change and organisational initiatives

0
10

If you consciously dress for an executive look

0
10

If you can engage in thought-provoking conversation with client executives on topics they consider rich in significance to them

0
10

If you have been in business for yourself

0
10

If you have written and successfully executed a business plan

0
10

If you routinely read a variety of industry and business periodicals

0
10

If you are an interested student of economics

0
10

If you understand the fundamental marketing concepts

0
10

If you have studied current leading business theories

0
10

If you are viewed as an outstanding communicator

0
10

Sub-Total Score

_______________
_______________

8. Currency Indebtedness

Lose 10 points for each ‘yes’ answer

No
Yes

If you have had a number of different
executives from your company dealing
with this client/ account over the last 3 years
lose 10 points per executive

0
0
0
0
– 10
-20
-30
-40

If your net annual revenues on this client have gone down over the last 3 years

0
-10

If you are discontinuing your involvement with the client and a transition/succession plan is not in place yet

0
-10

If you received ‘client dissatisfaction’

0
-10

If you are regularly forced into pricing or proposal concessions

0
-10

IIf your involvement with this client is not coveted or sought-after by your colleagues

0
-10

Sub-Total Score (MINUS)

_______________
_______________
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