If You're So Brilliant ...How Come You Can't Identify Your Key Customers?: The Essential Guide to Key Account Selection

Peter Cheverton, "If You're So Brilliant ...How Come You Can't Identify Your Key Customers?: The Essential Guide to Key Account Selection "
Kogan Page Business Books (August 2002) | ISBN:0749437294 | 160 pages | PDF | 1,5 Mb

Key account management (KAM) is not a sales initiative, it is a business-wide process that must be managed and supported from the top. Here we have a book or all those involved in the management of key accounts, but uncertain about how these important customers are identified, selected and managed. In a clean, direct style, Cheverton cuts to the quick and shows how to achieve the core objectives of KAM: retain existing customers in a competitive environment; grow through acquiring new long term contracts; achieve global `preferred supplier` status; manage customers serviced by several departments in a consistent way; create a customer intimate business; achieve operational excellence. `Managing the future` Cheverton says is the purpose of KAM: achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all features of this inspired little book.

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