Key Account Management

CHAPTER 2

Building and DeliveringValue to Key Accounts

Price is what you pay. Benefits are what you look for!

—Adapted from Warren Buffett

Building and delivering value to customers is the single most important objective for key account managers (KAMs). Because buying centers consist of multiple stakeholders, KAMs deal with multiple customers in a single organization, making it critical for them to understand which benefits the buying centers’ members seek and receive while contracting with a vendor. In this chapter, we define buying centers’ structure and behavior. We also provide a prescriptive guide for analyzing key accounts to ensure better value delivery.

Integrating the Selling Center with the Buying Center

Understanding Buying Centers’ ...