How Come You Can't Identify Your Key Customers?
How Come You Can't Identify Your Key Customers?: The Essential Guide to Key Account Selection

How Come You Can't Identify Your Key Customers?: The Essential Guide to Key Account Selection


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About the Book

Key account management (KAM) is not a sales initiative, it is a business-wide process that must be managed and supported from the top. This handbook is designed for all those involved in the management of key accounts, but who are uncertain about how these important customers are identified, selected and managed. Peter Cheverton shows how to achieve the core objectives of KAM: retain existing customers in a competitive environment; grow through acquiring new long-term contracts; achieve global "preferred supplier" status; manage customers serviced by several departments in a consistent way; create a customer-intimate business; and achieve operational excellence. According to Cheverton the purpose of KAM is "managing the future" - achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all included.

Table of Contents:
Introduction - to begin at the beginning. Step 1 Your objectives: A broad definition; Possible objectives. Step 2 Your resources: Three modes of "selling". Step 3 Assemble the selection team: The ideal team; The team in practice; Team size; Clarity of purpose; Timetable. Step 4 Mapping the opportunity: The market map. Step 5 The marketing plan and market segmentation: The market segment; Segmentation and the marketing mix; Benefits of segmentation; Segmentation and key accounts; How to segment the market. Step 6 The key account identification and selection matrix (KAISM): The KAISM explained; Purpose and benefits of the KAISM; Managing the four categories - an investment portfolio; Appropriate plans; Software packages. Step 7 Customer attractiveness: Types of attractiveness factor; The process; Working the process; Selecting six factors; Benchmarking; Weighting; Rating, weighting and ranking. Step 8 Relative strengths: The process; Identifying supplier rating criteria; Identifying the customer's unique supplier rating factors; Weighting; Rating, weighting and ranking; Finding out what you don't know; Final tips; Completing the matrix. Step 9 Selection and communication: Selection - pragmatism or theory?; Challenging the outcome; Selection - a balanced portfolio; Cross-functional alignment; Complications. Step 10 Review, review, review. Step 11 Next steps.

About the Author :
Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page.


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Product Details
  • ISBN-13: 9780749437299
  • Publisher: Kogan Page Ltd
  • Publisher Imprint: Kogan Page Ltd
  • Height: 234 mm
  • No of Pages: 175
  • Width: 156 mm
  • ISBN-10: 0749437294
  • Publisher Date: 03 Apr 2002
  • Binding: Paperback
  • Language: English
  • Sub Title: The Essential Guide to Key Account Selection


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How Come You Can't Identify Your Key Customers?: The Essential Guide to Key Account Selection
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