Professional Documents
Culture Documents
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.
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.
New Product
penetration
Development
Market Extension
Market
On Product
Development
Lines
THE BUSINESS PARADIGM
MANAGING KEY ACCOUNTS
Business
objective
• Present contributions
• Referrals
• Credit worthiness
• R&D
• Geo- reachability
Bargaining Bargaining
power of Competitive rivalry power of
supplier buyer’s
Threat of
New
substitut
e
SELLING TO KEY ACCOUNTS
ASPECTS OF SOLUTION SELLING
• Relatively long period of time
• More efforts are required to form a tailor made solution and “sell” it
to the customer.
adaptatio
n Selling solutions
Small
adaptatio
n Marginal sales
efforts
choice
Std.
products sellers
No. of
normal large critical
efforts
SOLUTION SELLING
THINK LIKE YOUR CUSTOMER:
HIGH
KAR
SUCCESS
%
LOW
THANK YOU