How Come You Can't Identify Your Key Customers?: The Essential Guide to Key Account Selection (If You're So Brilliant) - Softcover

Cheverton, Peter

Softcover

ISBN 10: 0749437294 ISBN 13: 9780749437299

Publisher: Kogan page, 2002

Synopsis

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.

About this title

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.

From the Back Cover

It takes brilliance to recognize that you can never know it all. The truly brilliant always want to know more and do things better. That s why you ve picked up this book, of course -- you ve risen to the challenge.

If you are involved in the business of key account management, perhaps it concerns you that the way you identify these customers is not clear, not shared, not agreed or just plain wrong. Or maybe there is no process at all If you can t identify them, how can you manage them?

In a clear, direct style, Peter Cheverton gives you a 10-step process for selecting your key accounts. Find out how to:
define your objectives;
assemble the selection team;
create the marketing plan;
segment the market;
define customer attractiveness;
rate, weight and rank customers;
make the selection;
communicate with customers.
SOURCE 1:Professor Malcolm McDonald

Edition details

• Publisher: Kogan page
• Publication date: 2002
• Language: English
• ISBN 10: 0749437294
• ISBN 13: 9780749437299
• Binding: Paperback
• Edition number: 1
• Number of pages: 175