August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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03
Selecting the right key accounts
Key account management (KAM), to me, represents a collaborative approach to the buyer/seller exchange. It is the currency through which customers and suppliers extract value that goes far deeper than transactional relationships.
From the seller’s side, it helps to neutralize competition, shorten timelines and sure-up forecasts. KAM starts during the initial sales pursuit, when the customer commits to embark on a journey with a strategic supplier. Active customer participation is an integral part of how my team sells ‘value’ and it helps set us apart from the competition.
If you want your initiative to succeed then:
- Don’t presume that your current biggest customers are those most worthy of KAM attention
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