Selling to Major Accounts: Tools, Techniques, and Practical Solutions for Sales Manager / Edition 1

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Overview

"In most businesses, 80% of the revenue comes from 20% of the customers. Management of these key accounts demands discipline, direction, and purpose. Account managers and salespeople must be able to identify and capture key opportunities and use a systematic approach to growing the accounts. Here's where they'll find the powerful tools, processes, and techniques to succeed.

Selling to Major Accounts is full of practical, proven approaches to account management. Loaded with examples, tables, charts, checklists, and real-life case studies from the author's vast consulting experience, it shows how to:

• identify the major accounts with the greatest potential

• progress from vendor to strategic ally

• craft account plans that are geared for action

• manage the customer relationship for greater results

• develop winning account strategies."

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Editorial Reviews

Booknews
Many companies today are moving towards single-source relationships with buyers and sellers. This guidebook explains strategies for the account manager for successfully managing and maintaining key accounts. Among the tools discussed are the recognition of opportunities, customer classification with regard to strategic potential, competitor and customer analysis, and the measurement of customer satisfaction. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780814404621
  • Publisher: AMACOM
  • Publication date: 7/28/1999
  • Edition number: 1
  • Pages: 322
  • Product dimensions: 7.22 (w) x 10.28 (h) x 1.11 (d)

Meet the Author

TERRY R. BACON, Ph.D. (Durango, CO) is the founder and CEO of the Self-Management Institute, a major provider of corporate training programs and consulting services in many aspects of business development, including account management. He has authored or co-authored nearly 40 books.

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Table of Contents

Preface
Pt. I Introduction 1
1 What Is Strategic Account Management? 3
2 The Roles and Responsibilities of Strategic Account Managers 9
3 The Four Types of Customer Relationships 13
Pt. II The Foundations of Strategic Account Management 19
4 The Management in Strategic Account Management 21
5 Strategic Account Management as an Instrument of Corporate Strategy 27
6 Identifying Strategic Accounts 43
7 Building Account Teams 61
Pt. III Account Planning 69
8 The Account Planning Process 71
9 Gathering Information 77
10 Analyzing Your Customer 85
11 Analyzing Your Competitors 107
12 Analyzing Your Position 119
13 Developing Account Strategy 139
Pt. IV Implementing the Account Plan 157
14 Building Internal Support 161
15 Managing Relationships 175
16 Managing Information 199
17 Managing Customer Delight 221
18 Managing Momentum 237
19 Managing Opportunities 253
20 The Future of Strategic Account Management 283
App Sample Strategic Account Plan 289
Index 319
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