1) Key account management (KAM) involves developing long-term relationships with strategic customers and understanding their needs in depth to develop special offers that provide advantages over competitors. 2) Companies implement KAM to retain existing customers during downturns and to manage large, important accounts. It also reduces the chances of solutions being replaced by competitors. 3) The goals of a key account manager are to keep customers feeling positive ("glad") about purchases by solving their past, current and future problems, and identifying their needs to develop strategic offers and reinforce the value of the relationship.

1. Developing major/key accounts. Presentation by Steve Williams

2. What is Key Account Management (KAM) ? KAM is an approach which includes developing long term relationships with strategic customers whose needs you understand in depth, and for whom you develop a special offer with a differential advantage over the offers of competitors. Quote taken from McDonald, Millman, Rogers 1996

5. What is the reward ? 1) The ‘good feeling’ they get from the purchase. Customers will only exchange their money for two rewards; 2) A ‘solution’ to a problem they had, have or will have. In an ideal sale both conditions will be met !

13. Any questions ?