Key Account frikilife.com | Sales | Strategic ManagementHow can we develop the kind of synergy with our key customers that will enable the seller and the buyer together to create value in the market place? What skills are essential for Key Account Managers? Video available www. Purchasing: adding value to your purchasing through effective supply management Institute of Directors, September Increasing customer concentration Increasing costs of interfacing with customers Costs of the frontline Sales, service, trade promotions etc.
Definition Key Account Management - Wie wird KAM heute definiert?
Key Account Management.pdf
The following tips should help in the strategic account management process: • Read the entire planning guide to filling it in, as it is designed for learning the SAM.
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This content was uploaded by our users and we assume good faith they have the permission to share this book. If you own the copyright to this book and it is wrongfully on our website, we offer a simple DMCA procedure to remove your content from our site. Start by pressing the button below! Anyone who wants to keep and develop business with important customers. People like: management consultants, accountants, solicitors, merchant bankers, head hunters, surveyors, advertising and PR executives, stockbrokers, retailers and manufacturers of all types, IT and telecom service providers, travel agents, engineers, publishers, trainers, car salesmen, conference organisers, hospitality suppliers, architects, computer programmers, independent tradesmen, haulage contractors, insurance brokers, fund raisers, printers, media specialists, health service providers, etc. And, most importantly A key account is one of your most important customers - with whom it is crucial to develop and maintain an added value relationship.
The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company's most important asset, in some cases supplying in excess of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published. For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures.