2. WHAT IS KAM??? Key account management is a strategic business approach with the objective of ensuring long-term and sustainable business development through profitable partnerships with strategically important customers Key account management is not an isolated business process . It is an intégrative élément of the business strategy .
3. STRATEGIC IMPLICATIONS KAM as core to business: For KAM to be able to deploy its full potential and benefits, it is crucial that it be positioned in the organization as a core to the business. C apacity building: Developing internal capabilities and capacity in terms of knowledge, structures, systems and tools is a requirement for long-term success
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5. THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Bussiness Acquisition & Retention
6. HOW TO GO ABOUT IN KAM??? penetration New Product Development Market Extension On Product Lines Market Development
8. MANAGING KEY ACCOUNTS Business resources Business objective Mrkting Oppurinities Managing the future must be continual process of analysis, reassessment and change KAM is about managing people
10. THINK LIKE YOUR CUSTOMER: Managing & selling to key accounts- Understanding what customer really wants
11. THE NEED VS RESULT ANALYSIS Current State Desired Future state “ c” buys what they need to,so they can get what they want. They don’t want a solution ,what they want is result.
13. WHY KAM??? 1.KAM is a process for “finding new opportunities” 2.KAM is a means to provide uniform service and selling solutions 3. KAM is a means which focuses on providing solutions for overcoming barriers
20. THE DIMENSIONS OF SOLUTION SELLING No. of efforts normal large critical choice Std. products New solu adaptation Small adaptation Selling solutions Marginal sales efforts sellers
