August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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Defining the customer
The ability of the key account manager to see and understand the world from the customer’s point of view, as well as their own, is central to being able to build a truly sustainable and value-creating relationship.
Darren Bayley, Commercial Director, Dentsply Sirona
It is important to understand who the customer is. Below is an example of a conversation about account definition:
‘So which key account are we talking about?’
‘Zapata.’
‘All of it?’
‘Yes.’
‘Including paper towels, nappies, clothing protection, sanitary products and incontinence products?’
‘No, just incontinence products.’
‘So, it is all of Zapata’s incontinence products division, worldwide?’
‘No, we only deal with Europe.’ Pause. ‘Well, a few countries in ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.