|
Chapter
|
Buy
this book for only £6.99 
|
|
1
|
Introduction
This chapter considers how key
accounts arise and gives a précis of how to handle
them: in a partnership of open cooperation; and using specific
processes to encourage the relationship and thus increase
the volume, profitability, and predictability of sales.
|
|
2
|
What
is Meant by account Management?
This
chapter covers the definition of the following terms: solution
selling, account management, and the objectives of account
management and solution selling; producing plans to manage
an account for profit; salespeople as hunters and farmers;
and teams, virtual teams, and working partnerships.
|
|
3
|
The
Evolution of Account Management
This chapter looks at the evolution, through trial and error
over the years, of current thinking about account management
in terms of: the military origins of strategy and team planning;
the organization of the account sales and support force;
and best practice in the timing of account planning and
review through a company year.
|
|
4
|
The
E-Dimension in Account Management
This
chapter looks at the considerable opportunities that the
e-dimension offers to account managers in two areas: information
gathering; and training account teams.
|
|
5
|
The
Global Dimension
This chapter considers the global dimension of account management
in terms of: account management and global cultures; maintaining
a global plan; and learning from other account managers.
|
|
6
|
The State of the Art
This
chapter looks at the elements involved in creating a team-built
account plan: producing a plan to ensure the long-term relationship
with the key account; SWOT analysis, goal setting, and activity
planning; resource planning and allocation; and groundrules
of planning and suggested timetables.
|
|
7
|
Account Management in Practice
In
this chapter we look at best practice by: studying examples
of good account planning technique; looking at a complete
example at the end of the process; and explaining the headings
involved in the step-by-step planning process.
|
|
8
|
Key Concepts and Thinkers
The main part of this chapter describes the key words and
concepts used in selling and account management: words of
wisdom on team planning and consultative selling; and a
glossary of terms.
|
|
9
|
Resources
This chapter refers to the basic
resource document of an account plan: using the annual report
of a key account as a starting point; and a free Website
with valuable management insights.
|
|
10
|
Ten
Steps to Implementing Account Management
Techniques
are one thing. Putting them into practice to produce an
account plan is another. Here are the 10 steps necessary
to do that.
|
