Key account management
Value Calculator
Two kinds of value. What it is worth in money, worked out line by line. And what matters that cannot honestly be put in pounds, scored against the competitor.
1. Value in money
Each line: how many × what each is worth × how often. The page does every sum.Label every figure honestly. Confirmed: the customer gave or agreed it. Estimate: your own calculation from evidence. Guess: a starting point that becomes a question for the customer.
| What changes for the customer | Kind | How many | £ each | Times a year | Source | £ a year |
|---|
2. Value beyond money
Layers from the B2B Elements of Value (Almquist, Cleghorn and Sherer, HBR, 2018)Score each element 1 to 5. Matters: how much it matters to this customer. Us and Them: how well each of you delivers it today. If an element can be put in money honestly, add it to section 1 as well.
| Element of value | Layer | Type | Matters | Us | Them | Proof | Ahead or behind | Weighted |
|---|
3. What it adds up to
Lead with
The motivators where you are furthest ahead on what matters most. Two is enough.
Fix before you sell
Expected things you are behind on. Lose these and the motivators never get heard.
Questions for the customer
Every guess, estimate and unproven claim. Each answer makes the case stronger or tells you to change it.
How the scores work: weighted = matters × (us − them). Positive means ahead, negative means behind. The ranking is a prompt for discussion, and the judgement stays yours. Example: Harbourside Fabrics and Kestrel Outdoor from the KAMBP Planning Coach demo account, both invented for training. Your entries stay in this browser only.