August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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APPENDIX 1
The McDonald and Rogers 10 guidelines for profitable key account management
There is a lot to digest in this book. But if you can keep these 10 things in mind for key account management (KAM), you should improve results:
- Understand that KAM is not just super-selling or sales management.
- Select (and be prepared to reselect) a limited number of key accounts.
- Categorize key accounts according to their potential for helping you to grow profitably over the planning period.
- Understand in depth the needs of the selected key accounts as organizations and all the professional needs of stakeholders in those key accounts. What are they trying to achieve in their markets and how do your capabilities fit in with that?
- Categorize the key accounts ...
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