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How to understand and improve the position of your customer in the market

For professional and high-quality coaching with a real added value for your customer it is crucial not only to know the company and offer good sales training, but also to evaluate and understand the market and the competitive environment. While the company portfolio is internally oriented, the market analysis of your client is used for external evaluation.

As a good account manager, you examine the question of what occupies, burdens or disturbs your client with regard to the market. If you discover which factor generates the greatest pressure, you can counteract this with appropriate measures. Is it the costs that need to be reduced or the product portfolio to be expanded?

Often there is still a lot of potential for savings if there is cost pressure in competition for example. Possibilities include renegotiations with suppliers and manufacturers. In addition, the scope, portfolio or application areas can be reduced.

By replacing components and adapting business processes, resources and costs can also be lowered. To A company can, for example, open itself up to open source instead of just using customized technologies and innovations.

But you should also focus on the strengths, the advantage and above all the potential of your key accounts. How large is the market reach and how large can it become? Always ensure that you are realistic and formulate goals and expectations.

A holistic and significant market analysis is often conducted using Porter's Five Forces. The five points are the existing competition, potential new competitors, negotiating power of suppliers, negotiating power of customers and substitute products.

Competition includes the number, differences in quality, costs or other factors, and customer loyalty. New market entries are made more difficult by market entry barriers. Here, the costs and effort of market entry must be assessed, as well as specialized knowledge, economies of scale, patents and other protective measures for the existing market.

The negotiating power of suppliers and customers includes the number, size, differences, switching costs and price sensitivity. Substitution products are not the comparable products of competitors, but alternatives with similar uses. Here, switching costs, possible advantages or disadvantages and current technological developments must be taken into account.

Create such a detailed industry structure analysis for your clients. Based on this, you can build up your offers and solutions individually and demand oriented.