Key Account Management (KAM) is a tailored specification sales approach, that allows you to work more efficiently with chosen construction clients. Identifying your key construction clients allows you to work with their Architects, Engineers and Contractors, taking a more holistic approach to your specification strategy for your construction product.

1. www.cadvantage.co.uk
@CompetitiveA
01252 378053
talk@cadvantage.co.uk
Specification Selling –
Key Account Management
Evaluate Review ImplementIdentify

2. www.cadvantage.co.uk
@CompetitiveA
What is KAM?
Key Account Management (KAM) is a professional sales approach
which involves the supplier and client’s working together to gain
understanding of each others business and achieve common goals.

3. www.cadvantage.co.uk
@CompetitiveA
What is KAM?
Key Account Management (KAM) is a professional sales approach
which involves the supplier and client’s working together to gain
understanding of each others business and achieve common goals.
KAM is a long term approach. It is goes beyond a specific sale. It
is about taking a broad focus and creating value via long-term
relationships.

4. www.cadvantage.co.uk
@CompetitiveA
What is KAM?
Key Account Management (KAM) is a professional sales approach
which involves the supplier and client’s working together to gain
understanding of each others business and achieve common goals.
KAM is a long term approach. It is goes beyond a specific sale. It
is about taking a broad focus and creating value via long-term
relationships.
KAM allows for cost savings for both
participants via efficiencies.

5. www.cadvantage.co.uk
@CompetitiveA
What is KAM?
It allows you to deliver
what your customer truly wants.
KAM allows for cost savings for both
participants via efficiencies.
Key Account Management (KAM) is a professional sales approach
which involves the supplier and client’s working together to gain
understanding of each others business and achieve common goals.
KAM is a long term approach. It is goes beyond a specific sale. It
is about taking a broad focus and creating value via long-term
relationships.

6. www.cadvantage.co.uk
@CompetitiveA
Why offer KAM?
Key Account Management will help you to understand your
client’s business, propose new ways of doing things and build
stronger business relationships. Making it much harder for
your competitors to sell to your customers.
Cost savings are achieved by re-engineering processes,
reducing inventory and avoiding unnecessary activity.

7. www.cadvantage.co.uk
@CompetitiveA
Why offer KAM?
Greater customer loyaltyStronger relationships
with your customers
reduce the issue of price
(because of the value you provide)
Gain an advantage over
your competitors
Shared cost savings achieved
through efficiencies
Streamline business processes
Lessons that can be applied
across your customer base

8. www.cadvantage.co.uk
@CompetitiveA
Who should you offer KAM to?
Because of its complexity KAM is expensive to implement and can only be applied to a
select (key) number of clients.They need to be chosen carefully. Select your larger client’s
with growth potential, those that you value and want to continue working with and
propose that you work with them to take costs out of their business.
 The client’s organisation must be able to understand
the process and have the desire to participate.
 They must also have the level of business, or potential,
to make the cost of the exercise worthwhile.

9. www.cadvantage.co.uk
@CompetitiveA
Step One:
Identify clients who have the potential to
use large volumes of your product
What to consider – key steps

10. www.cadvantage.co.uk
@CompetitiveA
Step One:
Identify clients who have the potential to
use large volumes of your product
What to consider – key steps
Build profiles of key contacts
Seek to develop long term relationships
Relationships = specifications
Relationships = project feedback
Relationships = Trusted Advisor
Trusted Advisor = repeat business

11. www.cadvantage.co.uk
@CompetitiveA
What to consider – key steps
Step One:
Identify clients who have the potential to
use large volumes of your product
StepTwo:
Learn more about your clients business
and the environment they work in

12. www.cadvantage.co.uk
@CompetitiveA
What to consider – key steps
• Target market sectors
• Legislation
• Influencers
• Design team members
Consider research to fill in the
gaps in your knowledge.
Step One:
Identify clients who have the potential to
use large volumes of your product
StepTwo:
Learn more about your clients business
and the environment they work in

13. www.cadvantage.co.uk
@CompetitiveA
What to consider – key steps
Step One:
Identify clients who have the potential to
use large volumes of your product
StepTwo:
Learn more about your clients business
and the environment they work in
StepThree;
Understand how you can help take cost out

14. www.cadvantage.co.uk
@CompetitiveA
Step One:
Identify clients who have the potential to
use large volumes of your product
What to consider – key steps
StepTwo:
Learn more about your clients business
and the environment they work in
StepThree;
Understand how you can help take cost out
• New supply arrangements
• Offering them re-engineered or even new products
• Suggest new ways that they can work using your product
Think outside the box when
developing strategies.

15. www.cadvantage.co.uk
@CompetitiveA
In summary
It allows you to deliver
what your customer
truly wants.
KAM allows for cost savings for
both participants via efficiencies.
KAM fosters greater
customer loyalty.

16. www.cadvantage.co.uk
@CompetitiveA
Conclusion
KAM allows you to truly understand your customer and build strong, lasting
relationships with your key accounts.
If you have any further questions on how to implement a KAM strategy please
contact the expert team at Competitive Advantage. 01252 378053
We can help you:-
Our team have extensive construction industry experience, meaning we are able to understand the
complex marketplace, so in-turn can work with you to deliver sound business recommendations.
With your input we complete research and conduct workshops to gain information that will inform
your strategy.Then working with you we create a business strategy that encompasses your end goals
and look at how to implement this in practical terms.

17. www.cadvantage.co.uk
@CompetitiveA
What we do
Market research
Specification strategy development
Sales & marketing training
Specific to the construction industry
If you have a requirement for market research and training or would like
help with your specification strategy development we would welcome the
opportunity to discuss this with you.
Contact us:
talk@cadvantage.co.uk
01252 378053