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What is Key Account Management

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Steve Williams
Steve Williams

Exploration of the key components of Key Account Management for a CMS or ECM vendor

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Developing major/key accounts. Presentation by Steve Williams
What is Key Account Management (KAM) ? KAM is an approach which includes developing long term relationships with strategic customers whose needs you understand in depth, and for whom you develop a special offer with a differential advantage over the offers of competitors. Quote taken from McDonald, Millman, Rogers 1996
Who creates the need for KAM ? ,[object Object],[object Object],[object Object]
Developing customer relationships ,[object Object],[object Object],[object Object],[object Object]
What is the reward ? 1) The ‘good feeling’ they get from the purchase. Customers will only exchange their money for two rewards; 2) A ‘solution’ to a problem they had, have or will have. In an ideal sale both conditions will be met !
Developing & maintaining the ‘good feeling’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The ‘problem solving’ approach to KAM The goal of any Key Account Manager is to keep customers feeling ‘glad’ about their relationship including any purchase(s) by identifying and solving past, current and future problems. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What constitutes a ‘strategic customer’ ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Needs of a strategic customer ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is the special offer ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is the differential advantage ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is a good KAM ? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Any questions ?

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What is Key Account Management

  • 1. Developing major/key accounts. Presentation by Steve Williams
  • 2. What is Key Account Management (KAM) ? KAM is an approach which includes developing long term relationships with strategic customers whose needs you understand in depth, and for whom you develop a special offer with a differential advantage over the offers of competitors. Quote taken from McDonald, Millman, Rogers 1996
  • 3.
  • 4.
  • 5. What is the reward ? 1) The ‘good feeling’ they get from the purchase. Customers will only exchange their money for two rewards; 2) A ‘solution’ to a problem they had, have or will have. In an ideal sale both conditions will be met !
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.