management of key accounts of an organisation. KAM portfolio. hierarchy of key relationships.pricing and negotiation.relationship management with key accounts.decision makers.
Key account management vs Traditional sales - Quick comparison guide Hakeem Adebiyi
Whats the difference between KAM, this seems to be the most popular question on all KAM forums. Personally I think a better question is what skills are required to achieve the business goals of your organisation? However the popularity of the question and the debate it generates has led me to produce a quick comparison guide .
Are you dependent on the Rigid frameworks or on the Heroes in your Organisation to institutionalise KAM process?
1
Key Account Planning & Management needs strategic planning and thinking.
2
DemandFarm brings best flexible and configurable frameworks and make this process easy
3
Get introduced to a framework which is best of both Automated tools and Human intelligence
management of key accounts of an organisation. KAM portfolio. hierarchy of key relationships.pricing and negotiation.relationship management with key accounts.decision makers.
Key account management vs Traditional sales - Quick comparison guide Hakeem Adebiyi
Whats the difference between KAM, this seems to be the most popular question on all KAM forums. Personally I think a better question is what skills are required to achieve the business goals of your organisation? However the popularity of the question and the debate it generates has led me to produce a quick comparison guide .
Are you dependent on the Rigid frameworks or on the Heroes in your Organisation to institutionalise KAM process?
1
Key Account Planning & Management needs strategic planning and thinking.
2
DemandFarm brings best flexible and configurable frameworks and make this process easy
3
Get introduced to a framework which is best of both Automated tools and Human intelligence
KAM, A term that is widely used and few understand it and VERY few practice it.
What is KAM, who qualifies as KAM account, what is required in a professional sales person to be a KAM, what are the knowledge.skills required for a KAM ?
Many questions are answered in this intense 3 days course by Ashraf Osman
The ultimate-blueprint-to-achieve-your-key-account-goals-in-2019-finalDemandFarm
The Ultimate Blueprint To Achieve Your Key Account Goals In 2019 (With Bonus Content)
Are you looking to increase your ROI and be a winner in the field of key account management?
1
Learn the strategies that will hold true for key account management in 2019. Stay at the top of your game.
2
Effectively increase your bottom line and create long-term value within your key accounts.
3
Explore the exciting bonus content available inside on mistakes to stay clear of and definition of Key account management.
What is Key Account Management? Key account management (KAM) defines full relationship between your business and the customers you are selling to. It describes the individual approach of sales people to their customers in order to create long everlasting business relationship.
In this SlideShare, Richardson discusses how decreasing customer loyalty, higher expectations, and constant competitive threats are making forecasted business from your best customers anything but a certainty. Richardson analyzes how to Driving Key Account Growth by Planning and Execution to Access the White Space.
Key or strategic accounts are your most important clients. Not only are they your most important clients; they are also the ones that are at most risk of being wooed by your competition. For most companies, reducing prices to compete has become a staple sales strategy. However, this strategy seriously threatens the survival of the organization. This is why managing and developing key accounts is an essential skill to have, if we want to stay ahead of the competition!
We have to realize that, in today’s market place, price alone does not determine sales or profitability. It is essential for you to be able to differentiate yourself and your products and services in order to survive it this cut-throat environment. If you can’t compel, you won’t sell. If you can’t maintain your influence over your key clients, you may as well kiss them goodbye.
Our Knowledge Asia’s “Dynamic Key Accounts Management” training course will help you develop strategic account management techniques that ensure not only the protection of your existing clients from competitive attack, but, more significantly, build long and sustainable relationships resulting in excellent customer retention, improved sales, increasing margins and ongoing customer loyalty
Managing and developing your accounts is the key to sustainable business. As such, sales people and account managers need to be able to create strategic business relationships with their clients in order for the clients to remain loyal to them and the company. Sadly, most sales people and account managers treat their relationship with their clients as transactional instead of strategic.
In this short “Nine-Grid Key Account Management” training course, we will focus on creating strategic business relationships with clients by understanding how to manage their time and activities to better serve their key accounts.
By the end of this training course, participants will be able to:
1. Select and rank their key accounts
2. Create strategies to handling the different levels of key accounts
3. Manage time and activities for each type of key account
KAM, A term that is widely used and few understand it and VERY few practice it.
What is KAM, who qualifies as KAM account, what is required in a professional sales person to be a KAM, what are the knowledge.skills required for a KAM ?
Many questions are answered in this intense 3 days course by Ashraf Osman
The ultimate-blueprint-to-achieve-your-key-account-goals-in-2019-finalDemandFarm
The Ultimate Blueprint To Achieve Your Key Account Goals In 2019 (With Bonus Content)
Are you looking to increase your ROI and be a winner in the field of key account management?
1
Learn the strategies that will hold true for key account management in 2019. Stay at the top of your game.
2
Effectively increase your bottom line and create long-term value within your key accounts.
3
Explore the exciting bonus content available inside on mistakes to stay clear of and definition of Key account management.
What is Key Account Management? Key account management (KAM) defines full relationship between your business and the customers you are selling to. It describes the individual approach of sales people to their customers in order to create long everlasting business relationship.
In this SlideShare, Richardson discusses how decreasing customer loyalty, higher expectations, and constant competitive threats are making forecasted business from your best customers anything but a certainty. Richardson analyzes how to Driving Key Account Growth by Planning and Execution to Access the White Space.
Key or strategic accounts are your most important clients. Not only are they your most important clients; they are also the ones that are at most risk of being wooed by your competition. For most companies, reducing prices to compete has become a staple sales strategy. However, this strategy seriously threatens the survival of the organization. This is why managing and developing key accounts is an essential skill to have, if we want to stay ahead of the competition!
We have to realize that, in today’s market place, price alone does not determine sales or profitability. It is essential for you to be able to differentiate yourself and your products and services in order to survive it this cut-throat environment. If you can’t compel, you won’t sell. If you can’t maintain your influence over your key clients, you may as well kiss them goodbye.
Our Knowledge Asia’s “Dynamic Key Accounts Management” training course will help you develop strategic account management techniques that ensure not only the protection of your existing clients from competitive attack, but, more significantly, build long and sustainable relationships resulting in excellent customer retention, improved sales, increasing margins and ongoing customer loyalty
Managing and developing your accounts is the key to sustainable business. As such, sales people and account managers need to be able to create strategic business relationships with their clients in order for the clients to remain loyal to them and the company. Sadly, most sales people and account managers treat their relationship with their clients as transactional instead of strategic.
In this short “Nine-Grid Key Account Management” training course, we will focus on creating strategic business relationships with clients by understanding how to manage their time and activities to better serve their key accounts.
By the end of this training course, participants will be able to:
1. Select and rank their key accounts
2. Create strategies to handling the different levels of key accounts
3. Manage time and activities for each type of key account
KEY ACCOUNT DEFINITION , HOW TO CLASSIFY YOUR ACCOUNT AND NURTURING YOUR BUSINESS RELATIONSHIP
with key account DEVELOPMENTAL PLAN
see it better on prezi
http://prezi.com/lbrud92perr0/?utm_campaign=share&utm_medium=copy
This is meant to provide interested parties of an example of what a KAP could look like. It is subject to change and is dependent to specific requirements of companies and their reflective market places, accounts, customers, and competition. It is merely an example.
If you chose to use it, it is at your own risk of success.
The Strategic Account Plan is designed to help the account management team effectively prepare and stay focused on the customer’s business objectives and goals to ensure they achieve the planned results, create a consistent experience for the customer, and ultimately identify how they can make a positive impact on the customer’s business.
The role of the bank teller is evolving, and in today's environment they must do more than transact, the must also sell! But making the move from Tellers to Sellers takes a commitment to training - but it also requires banks to focus on four areas: Strategy, Organizational Structure, Branch Efficiency and Sales Process.
Key Customer Account Management is the master-key to quantum sales improvement and retention of key customers.Yet few companies are able to convert good intentions to effective programs. Dr Wilfred Monteiro India's leading sales performance guru share a few insights and ideas.
Cracking the Sales Code is an article that talks about the B2B Sales Process in detail. This covers Customer Identification, Customer Categorisation, Sales Funnel, Sales Planning, etc. This article has been published in MBA Skool 2013
How to Hire the Perfect Sales Account ManagerHireQuotient
1.Hiring a Sales Account Manager is crucial for businesses looking to enhance customer relationships and drive sustained sales growth. This role requires a blend of strong relationship management skills, strategic account planning, and the ability to close deals effectively.
2. Clarify Your Needs and Goals
Begin by defining the specific objectives and expectations for the Sales Account Manager within your organization.
3.Craft a Detailed Job Description
Utilize the job description template provided earlier to create a detailed and enticing job posting.
4.Utilize Various Recruitment Channels
can use EasySource to help you discover candidates from your internal and external candidate pools. EasySource's Candidate Discovery Module will automate candidate discovery based on the metrics you have set.
5.Screen for Key Competencies
EasySource's AI will help you with your candidate screening as well. EasySource's Candidate Screening Module will scan the profiles of the candidates and ensure that they are aligned with your JDs.
6.Engage the Short-Listed Candidates
EasySource can help you here as well where its Candidate Engagement Module will scan the candidate's profile and the JD you have created and craft compelling messages that make sure that these candidates respond to your outreach.
7. Assess the Skills of the Candidate. The assessment tools ensure that the candidate's relevant skills are closely examined and evaluated. You can examine a variety of assessments from our library of skill assessments.
8.Evaluate Relationship Management and Strategic Thinking
Assess the candidate's ability to manage and develop key accounts, as well as their strategic approach to sales
9.elationship management skills.
I. Check References
Contact previous employers or colleagues to verify the candidate’s accomplishments, sales abilities, and impact in previous roles.
10.Make a Competitive Offer
Once you've identified the right candidate, make an attractive offer that reflects the value they bring to your organization.
11. Ensure a Smooth Onboarding Process
Facilitate a comprehensive onboarding process that introduces the new manager to your company’s sales processes, tools, and team members. A well-structured onboarding program is essential for setting them up for success in their new role.
To read the full article, visit
https://www.hirequotient.com/how-to-hire/sales-account-manager
Presented by Richard Brooks at the ALC conference in Las Vegas NV. Explores the realtionship/importance of strategic sales management, marketing and key account management. Moves on to present models around the life-time value of clients to an organisation and how this changes as firms develop.
MOre than just golf days - Account Management in the Built Environment - RICS...Donnie MacNicol
Winning new work is more expensive than retaining it, say Donnie MacNicol and Paul Erricker, so developing strong,
long-term relationships with customers is key to your success
presented by Rob Bentley and Paul Reiman of Hewitt Associates at the TrueConnection 2008 Sales Performance Management Conference, hosted by Callidus Software
Customer Management Business Capability Model CIOPages
A Comprehensive, industry-agnostic, multi-purpose Customer Management functional area business capability model. Visit: https://www.ciopages.com/store/customer-management-business-capability-model/
How to Hire a perfect Key Account ManagerHireQuotient
1.Define the Role:
The first step in hiring a KAM is to clearly outline the role's responsibilities, qualifications, and expectations.
2.Recruitment:
Utilize a mix of recruitment methods to cast a wide net and attract top talent.
3.Screen Resumes:
Review the resumes of applicants to assess whether they meet the qualifications and experience criteria defined for the role.
4.Conduct Interviews:
Conduct thorough interviews to assess the candidates' skills, experience, and fit for the role
5.Assess Industry Knowledge:
Evaluate the candidates' understanding of the industry in which your company operates
6.Check References:
Contact the references provided by candidates to gain insights into their previous performance
7.Onboarding:
Once you've selected the right candidate, provide comprehensive onboarding to ensure the KAM understands the company, its culture, clients, and their specific responsibilities.
8.Continuous Training:
To keep the KAM updated on industry developments and best practices, offer ongoing training and professional development opportunities
To read the full article, visit
https://www.hirequotient.com/how-to-hire/key-account-manager
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
2. Overview
Objectives
Definition
Basic Elements of Key Account
Management
Nature of the Job
Nature of the Selling task
Skills and Competences
Level of Qualification
Conclusion
References
Summary of Article
Article Review
3. Objectives
Define key terms
Identify elements of KAM
To explain and increase awareness of
what key account is
Identify the skills required for Key
account management
Make aware the nature of the job of key
account manager
Distinguish between key account
management and sales engineers
4. Definitions
What is a Key Account?
◦ “A customer in a business to business market
identified by a selling company as being of
strategic importance” (Millman&Wilson, 1995)
Any customer that is considered prestige
or have a high sales potential
The 20% of a firms customers that provide
80% profits
5. Definitions cont.
What is Key Account management?
◦ The management approach adopted by
selling companies aimed at building a
portfolio of loyal key accounts by offering
them, on a continuing basis, a
product/service package tailored to their
individual needs. (McDonald et al.,2000)
Key account management is about
managing the future (Cheverton,
2001)
8. Basic elements of KAM
Identify key accounts
Analyze key accounts
Selecting suitable relationship
strategies for them
Continuously develop operational level
capabilities to enhance the
relationship
9. Nature of the Job
They are tasked with making the clients
happy by providing good quality service
◦ Eg. For a company providing services like
telephones, communications or even supplies
all their printing requirements and needs. The
key account manager has to ensure that his
company provides up to scratch and functional
hardware
Become PR agents to gather information
Become a “Charmer”
◦ Charm your way through your contacts so that
you don‟t get easily dislodged by your
10. Nature of the Job cont.
Be very close to contact persons and
decision makers of the accounts you
are assigned.
◦ Knowing their birthdays and anniversaries
if possible, and recognizing those dates.
11. Nature of the Selling Task
Key accounts must be treated better
than the average
Skew allocations of resources more to
key accounts
Have to ensure quality and individual
service every time
Need to be successful at their task or
else lose a portion of profits
12. Skills and Competences of
KAM
Strong communications skills
Excellent selling skills
Ability to motivate and lead
Good negotiation and customer service
skills
Analytical skills
Intrapreneurial ability
Good presentation skills
Good understanding of the industry
Good organization skills (Royds, Muchira)
13. Level of Qualification
• Associate's degree or a bachelor's degree
Business Administration or Bachelor of Arts
• Sometimes have a Master's of Business
Administration
• Most employers prefer candidates with
three to five years experience in a business-
related position.
14. Conclusion
A key account manager handles the
most important accounts in an
organization. These are considered
important because of their profitability
and strategic significance. You have to
possess several skills and
competences to perform the job of a
key account manager and have a
certain level of qualification to hold the
position.
15. References
Cheverton, P.(2001) Strategic Customer
Alliances. London: Pitman.
McDonald et al. (2000) Key Customers. How to
Manage them properly. Oxford
Millman, T. & Wilson, K.(1995) From Key
Account Selling to Key Account
Management. Journal of Marketing Practice
Royds, T. (2007) Key Account Management: The
role of the Sales Manager
Muchira, M.( n.d) Job Description for Key Account
Manager retrived from
http://www.ehow.com/about_6576220_job-
description-key-account- manager.
Fulcher, L.(2010) Why Key Account Management
and Recession were made for each other
16. Article Summary : Why key account
management and Recession were made for each
other
According to Laura Fulcher a key account is not just the biggest
account but should also be the one with the most potential. She stated
it was obvious that it was harder to find a customer than to keep one,
and what is much less understood is the difference between active
customer account management and just „looking after your customer‟.
One of the first myths when talking about key account management is
the Hunter/Farmer paradigm which means that getting new business
focused around new customers and all that is required for the existing
ones is effective farming. She highlighted that a tool used to expose
this approach is wallet share analysis which is how we establish the
difference between what customers spend with us as opposed to the
completion and in getting sales people to think this way converts from
the need for farming to hunting within the account.
Evidence according to the writer shows that as times get difficult
buyers become more hesitant, that is staying with what they know
which makes it harder to gain new business. However if sales people
have a key account approach to their most prestige customers the
potential for increased sales is considerable. The word potential is
important in that a large, low potential account requires very different
17. Article Review
The article:
◦ Defined who a key account is
◦ Identified the need for a key account
approach in sales
◦ Briefly identified the relationship between
economy and buying behavior
◦ Concisely explained the concept of
potential as it relates to a sales account
The article confirmed prior definitions
of key account and its importance to
sales people/businesses and has
further cemented this to knowledge