Key Account Manager's Pocketbook
2nd Edition
Published on 1. January 2013
112 pages
978-1-908284-32-7 (ISBN)
Description
The new, 2nd edition of the Key Account Manager's Pocketbook gives practical advice on how to keep and develop important customers, thereby maximising ongoing revenue streams, reducing sales costs, improving investment planning and increasing market knowledge. It opens by describing the key account manager's role and then goes on to describe how to rise up the so-called customer perception ladder, moving from a simple commodity supplier to developing a solid, long-term business partnership with your key customers. The author next explains how to develop the 'key account development plan', how to increase your influence with the decision-maker in your key account (relationship management) and how to win new business. The final chapter runs through the essential steps of key account handling. There are short exercises throughout which, if carried out, will help to reinforce the key learning points.
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R. E. Jones | R. J. Ilsley
Key Account Manager's Pocketbook
Book
09/2013
2nd Edition
Management Pocketbooks
€32.37
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Content
- Cover
- Copyright Notice
- Enjoy the read!
- Title Page
- Publisher
- Contents
- THE KEY ACCOUNT MANAGER
- WHO IS A KEY ACCOUNT MANAGER?
- WHAT IS A KEY ACCOUNT?
- WHY A KEY ACCOUNT IS IMPORTANT
- WHY A KEY ACCOUNT IS DIFFERENT
- THE ROLE OF A KEY ACCOUNT MANAGER
- SKILLS & QUALITIES
- EXERCISE
- EXERCISE - ADVANCED
- THE KEY ACCOUNT AS A BUSINESS PARTNER
- ABOUT THIS CHAPTER
- THE BENEFITS
- CUSTOMER PERCEPTION
- THE CUSTOMER PERCEPTION LADDER
- LEVEL 1: THE COMMODITY BROKER
- LEVEL 2: THE PRODUCT/SERVICE PROVIDER
- LEVEL 3: THE VALUE-ADDER
- LEVEL 4: THE BUSINESS PARTNER
- CLIMBING THE CUSTOMER PERCEPTION LADDER
- EXERCISE
- DISCOVERING OPPORTUNITIES
- OPPORTUNITIES GALORE
- LOCATING THEM (1)
- LOCATING THEM (2)
- LOCATING THEM (3)
- VIA YOUR KEY ACCOUNT'S OBJECTIVES
- VIA YOUR KEY ACCOUNT'S COMPETITORS
- VIA YOUR COMPETITORS
- VIA SALES INFORMATION
- GROUPING & PRIORITISING
- THE KEY ACCOUNT DEVELOPMENT PLAN
- WHAT IS THIS PLAN?
- 3 STEPS TO DEVELOPING THE PLAN
- STEP 1: SET KEY ACCOUNT OBJECTIVES
- STEP 2: DEVELOP STRATEGIES & TACTICS
- STEP 3: WRITING THE PLAN
- RELATIONSHIP MANAGEMENT
- INCREASE YOUR INFLUENCE
- KNOWING WHAT TO COMMUNICATE
- DECISION MAKING
- CUSTOMER POLITICS (1)
- CUSTOMER POLITICS (2)
- CUSTOMER POLITICS (3)
- ORGANISATIONAL MAP (1)
- ORGANISATIONAL MAP (2)
- ORGANISATIONAL MAP (3)
- ORGANISATIONAL MAP (4)
- MIRROR RELATIONSHIPS
- LEVERAGE OPPORTUNITIES
- NETWORKING
- CONTACT PLAN
- MARKETING COMMUNICATION PROGRAMMES
- PROGRAMME'S FUNCTION
- THE MESSAGES
- COMMUNICATION TOOLS (1)
- COMMUNICATION TOOLS (2)
- EXAMPLE PROGRAMME
- WINNING BUSINESS
- SEIZING OPPORTUNITIES
- FACE-TO-FACE COMMUNICATIONS
- SOLUTION SELLING (1)
- SOLUTION SELLING (2)
- SOLUTION SELLING (3)
- SOLUTION SELLING (4)
- PROPOSALS
- PRESENTING
- NEGOTIATING
- KEY ACCOUNT HANDLING
- AREAS OF FOCUS
- TAKING ON A NEW KEY ACCOUNT (1)
- TAKING ON A NEW KEY ACCOUNT (2)
- THE KEY ACCOUNT PROFILE
- GETTING ORGANISED (1)
- GETTING ORGANISED (2)
- GETTING ORGANISED (3)
- THE KEY ACCOUNT CRM SYSTEM (1)
- THE KEY ACCOUNT CRM SYSTEM (2)
- KEEPING UP TO DATE
- REVIEWING THE ADP
- INTERNAL COMMUNICATION
- ACCOUNT MEETINGS (1)
- ACCOUNT MEETINGS (2)
- ACCOUNT FOLLOW-UP
- HANDING OVER AN ACCOUNT (1)
- HANDING OVER AN ACCOUNT (2)
- About the Authors
- Title Listings
