Key Account Management

• identify your key accounts;
• implement a strategy for winning and keeping them;
• deliver added-value propositions with appropriate rewards;
• keep them out of the grasp of competitors;
• develop relationships that are mutually beneficial.
• Included in this fully updated second edition of Key Account Management is a free CD ROM containing tried and tested key account identification and selection software, and a framework for writing your key account plans.

Defining key account management

• What is a key account?
• Managing the key future
• Assessing opportunity
• Key account management - its purpose
• Developing the relationship
• The good, the bad, the sad and the ugly
• KAM opportunity

• Purchassing professionals
• Supplier positionning - becoming a key supplier
• Measuring value
• Measuring trust
• Supply base optimization
• Culture and values - becoming a strategic supplier

• W>hat will it take? Goals and obstacles
• What wil it take? Systemls and processes
• What wil it take? Organization and ressources
• What wil it take? Making it happen

• Segmentation
• Identifying your key accounts

• The customer's decision-making process
• Selling to the organization - The DMU

• Meeting the business needs - beyond benefits
• Posistive impact analysis (PIA)
• Key account management and the e-revolution
• Making the proposal
• Selling to the individual

• Getting there - timetables and performance
• Writing the key account plan
• Getting further help
• references and further reading
• Index