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Key Account Management

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Successful key account management needs some strong strategies to be applied to each Key account.

Who has key accounts but yet no strategies to apply to them?

Each of your key accounts needs to be nurtured with at least weekly contact in some form or another. Why is this so? Well accounts that provide 80 % of your revenue pay the way of your business. The revenue from these accounts impacts on the day to day success of your business, so does it stand to reason that we do not contact these people on a day to day basis?

Key account strategies are very simple strategies that we can use to impact on the bond between us and our key accounts, but also our positioning between our key accounts and us. For example it may be the continual improvement in our sales processes to ensure better and on time deliveries, it may the deletion of some product lines which are low margin and cause high rejection rates, it could be a research project which you have embarked on to assist your key account with their own strategies for the future.

Whatever the case you need to be proactive with your key accounts and to be known throughout their organisation from the outset.

Lets not be in the position where we are looking to meet the major decision-makers in your key accounts during a moment of crisis. This should be a continual manner of relationship building. In fact it should be a designated process for all key accounts.


Key account management

  • Ensure account plans are in place for all key accounts
  • Make sure that account managers are known throughout the key account’s organisation
  • Key account building strategies can be in the form of a sales process and tracked by CRM
  • Ensure personal relationships are formed with key accounts

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