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Papers and articles

Is trust in KAM obsolete?

This article is part of Scott Waugh’s MA research (full text also available on this page), exploring the Challenger Selling approach, which asserts that customers can endorse wholesale business change without the need for a pre-established relationship, or trust. It might be possible, but generally customers were looking for credibility, commitment and consistency and a host of other attributes…

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Papers and articles

Drawing a line between AM and KAM

There is a lot of unhelpful confusion around Account Management and Key Account Management and a lack of clarity about the difference in nature and goals. AM is a plain necessity for B2B suppliers, while KAM is a strategic choice that should be a core element of the operating model and strategic capabilities of the organisation. Companies with…

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Papers and articles

Importance of trust in Challenger selling

When Scott Waugh (Siemens) heard the authors of the ‘Challenger Sale’ assert that traditional relationship selling was redundant in favour of knowledge-based selling, he was curious enough to research whether trust was redundant too. However, participants agreed that the opportunity for repeat purchases was reduced if relationships broke down, which could be caused by untrustworthy behaviours. So which…

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Papers and articles

Measuring the success of Key Account Management

How do you know if you are doing the right things? KAM can deliver exceptional levels of growth for organisations, but to achieve it requires focus, investment and ongoing support. To maintain this backing, KAM needs to demonstrate strong progress in areas that link to the organisation’s goals and to paint a rich picture of opportunities. In…

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Papers and articles

Thoughts on prioritising time in a KAM career

Time is the major resource of Key Account Managers, but there never seems to be enough of it. Dr Beth Rogers explains why it’s so important to use it well in this instructive paper, which every Key Account Manager should read. Quoting Professor Peter Drucker, “Nothing else, perhaps, distinguishes effective executives as much as their tender loving care of…

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Papers and articles

Engaging senior executives in key accounts

Strong relationships with senior executives in key accounts can open new doors to opportunities IF they see – up-front – that the supplier has delivered value and will deliver even more in the future. Busy executives frequently need to take decisions and base choices on incomplete information, so you can win business by demonstrating your credibility and…

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Papers and articles

Customer relationship management: engagement or exploitation

David Hawkins of the Institute of Collaborative Working charts the evolution of buyer/supplier relationships. Collaborative relationships can be multidimensional, supporting traditional engagement through supply chains, creation of external alliances and, in many cases, facilitating improved internal collaboration. He shows an 8-stage process linked to BS 11000, the world’s first collaborative business relationships standard developed from pan-industry best practice.

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Papers and articles

How incentives undermine KAM

Changing the reward system is one of the adaptations to KAM that organisations are most reluctant to change, but poorly focused reward schemes – usually sales volume based incentives – are not merely an unfortunate detail that will need to be sorted out at some stage: they can be a major driver in the wrong direction…

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Papers and articles

Securing key account growth in a competitive world

For many companies key accounts are or should be the ‘engine of growth’. Realising their potential is patchy, however, so Richard Ilsley and Alistair Taylor show why that is and how a KAM approach achieves such performance, validated through appropriate measurement.

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Webinar

How to write emails clients actually read

Communication is critical to successful KAM, and a huge % of that is email. Nevertheless, very few key account managers have received any training in writing effective emails. Kim Arnold’s webinar changes that to give you a powerful grounding in writing emails that get you the result you want. The 6 biggest mistakes are exposed,…

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