Onboarding plan for a Key Account Manager for Delhaize in the Fast-Moving Consumer Goods (FMCG) industry.
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Pre-Onboarding (Before & Day 1)
- Welcome Package: Send a digital welcome package including an introduction to the company culture, organizational structure, key product offerings, and an overview of the systems they’ll use (CRM, internal communication tools).
The IT systems guide should be provided on the first day, not before. - Setting Up Access: Ensure access to critical platforms like CRM (Salesforce, HubSpot), email, and data platforms (such as Nielsen data, PowerBI dashboard, or Delhaize’s Enlight+).
- Important: Ensure that the laptop, phone, home office setup, and company car are ready for the first day.
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Week 1: Introduction & Company Orientation
- Company Overview: Start with an in-depth introduction to the company, its mission, vision, and core values, along with the operating model year calendar.
The calendar should show the schedule for major meetings, like the one held in the first week of each month to review performance and action plans with management. - Delhaize Account Overview: Provide an introduction to Delhaize, its strategic importance, revenue share, and growth potential. Include key contacts and decision-makers at Delhaize.
- Team Introduction: Introduce the KAM to cross-functional teams including marketing, product development, logistics, and customer support.
- Product Familiarization: Focus on the company’s product lines relevant to Delhaize, covering product positioning, USPs (unique selling points), and competitor analysis.
- P&L Training: Introduce the company’s P&L (profit and loss) structure, which is critical for understanding profitability across Delhaize’s product lines.
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Week 2: Account-Specific Training
- Deep Dive into Delhaize: Provide detailed information on Delhaize’s business model, customer base, and market positioning, with a focus on goals, key contacts, and procurement processes.
Include stakeholder mapping during this week to identify key Delhaize decision-makers and influencers. - Sales Data & Performance Analysis: Review historical sales data, growth trends, and challenges in the Delhaize account to inform strategic planning.
- Training on Internal Systems & CRM: Offer a detailed training session on CRM tools (Salesforce, PowerBI) to manage and track interactions with Delhaize.
- Customer P&L & Contract Overview: Provide an in-depth overview of the customer’s P&L and contract terms with Delhaize, as this will shape account management strategies.
The contract terms are essential for understanding pricing models, discount structures, and promotional agreements.
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Week 3: Sales and Negotiation Skills
- Sales Strategy Alignment: Ensure alignment between the KAM and the company’s overall sales strategy, with clear expectations for sales volume, profit margins, and growth for Delhaize.
- Pricing & Promotions Training: Train the KAM on pricing models, promotional strategies, and discount management, particularly in the FMCG sector, to ensure profitability.
- Negotiation Role-Playing: Conduct mock negotiation sessions focusing on common scenarios with Delhaize (e.g., price changes, product launches, shelf space negotiations).
Extend this into a long-term negotiation training plan, such as weekly 2-hour sessions running from late August to mid-October.
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Week 4: Relationship Management & Meeting Preparation
- Stakeholder Mapping: As part of Delhaize’s deep dive, work with the KAM to map out key stakeholders (category managers, buyers, merchandising teams).
This step should be moved to Week 2 for more immediate context. - Prepare for First Client Meeting: Collaboratively prepare for the first formal meeting with Delhaize. Focus on understanding their business priorities, presenting sales data, and proposing solutions for mutual growth.
- Shadowing Experienced KAMs: Arrange shadowing sessions with senior KAMs to observe how they manage key accounts, especially major retailers like Delhaize.
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First 60 Days: Independent Management and Review
- Independent Client Meetings: By the end of the first 30 days, the KAM should start handling client interactions independently. Regular feedback should be provided by the manager.
- Ongoing Check-ins and Mentorship: Schedule regular check-ins with the KAM’s manager to review performance and adjust strategies. Assign a mentor (an experienced KAM) to provide informal guidance.
- First Sales Review: Conduct a 60-day review of progress against KPIs (sales targets, customer engagement, etc.). Adjust the strategy based on feedback from Delhaize and internal metrics.
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First 90 Days: Performance Evaluation and Goal Setting
- Formal Performance Evaluation: Conduct a formal evaluation of the KAM’s performance at the 90-day mark. Assess relationship-building efforts, sales pipeline development, and revenue growth.
- Long-Term Strategic Planning: Develop a long-term strategic plan for Delhaize, including growth opportunities, product expansion, and areas for improved collaboration between the two companies.
Key Tools and Resources for Onboarding
- CRM (Customer Relationship Management): Ensure proficiency with CRM tools (Salesforce, HubSpot) for tracking interactions, sales progress, and setting reminders for follow-up actions.
- Analytics Tools: Use platforms like Nielsen or IRI, and Delhaize’s Enlight+ to provide insights into category performance, consumer trends, and Delhaize’s market positioning. These tools are critical for data-driven decision-making.
- Learning Management Systems: Leverage internal training platforms (e.g., Lessonly, Udemy for Business) for ongoing learning in sales, negotiation, and account management best practices.
Conclusion
This comprehensive onboarding plan is designed to equip a newly hired Key Account Manager with the essential skills and tools to manage the Delhaize account effectively. Regular feedback, continuous training, and exposure to critical tools such as P&L analysis and CRM systems will ensure their success in building and maintaining a strategic partnership with Delhaize.
