The stages in key account management - Sales Management

The main stages in key account management are summarized in Figure . This highlights that managing major customers is a lot more than just calling to make presentations.In fact the frequency of presentations to major accounts is low, but the allocation of time in developing an understanding of their business, building relationships with a network of decision makers and influencers, and monitoring their performance against agreed objectives is large. A key account manager will typically have a small portfolio of accounts to manage, but often have a complex web of relationships to develop and manage in each of the accounts (see Figure).

While the key account manager’s main contact may be with the titular buyer, he or she will have to network within the buying organization, collecting information and feedback, and developing support and interesting his or her products, amongst a range of decision influencers, carefully building contact sand relationships and communicating effectively, but not gossiping, politicking orusurping anyone’s authority


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