Key Accounts Are Different Solution Selling for Key Account Managers

Introduction. Whether You Like It or Not, Some Accounts Are Key. Key Accounts Need Different Processes. Solution Selling. Key Account Planning. The Plan's the Thing. The Book Plan. 1. Key Accounts Are Different. Aims and Objectives of Account Management. Managing Accounts for Profit. Selling the Customer a Solution. Hunters and Farmers. Teams and Virtual Teams. Working Partnerships. Key Accounts Are Different. 2. Meeting Customer Needs. How Does a Company Decide What Projects to Invest In? A Sensible Company's Guide to Capital Investment. Conclusions. 3. Fitting One Project into the Context of the Business. Capital Investment Projects or New Product Innovations Do Not Stand Alone. No Project is an Island. 4. The Fundamentals of Preparing Practical Plans. Making the Team Planning Process Work. The Business Planning Process. 5. Planning Winning Sales Campaigns1. Creating, Updating and Implementing a Plan for a Complex Sales Situation. Objectives and Organization of a Campaign Plan. The Campaign Planning Process. Resource Planning and the Management Review Process. 6. Planning Winning Sales Campaigns2. Analyzing the Environment to Understand the Customer's Starting Point and Business Issues. Step by Step Through the Campaign Planning Process. 7. Planning Winning Sales Campaigns3. Analyzing the Selling Team's Opening Position and Starting the Continuous Process of Qualification. Qualifying the Prospect. Drawing the Spider's Web. 8. Planning Winning Sales Campaigns4. Selling the Business Case to the Key People. Who is Involved and What is their Role? When do you Want to Meet the Key People? What is their Attitude at the Beginning of the Selling Process? Are they Driving or Restraining and Why? 9. Account Planning for Working Partnerships1. Producing a Plan to Ensure the Long-term Relationship with the Key Account. The Key Account Planning Process. The Key Account Plan Outline. 10. Account Planning for Working Partnerships2. Completing the Environmental Analysis Stage of the Key Account Planning Process. Step by Step Through the Environmental Analysis. 11. Account Planning for Working Partnerships3. Assessing the Selling Team's Position. Step by Step Through the Team Assessment Process. 12. Account Planning for Working Partnerships4. Setting Objectives and Planning Activities. Setting the Account Management Goals for the Account. Setting the Strategy for Achieving the Goals and Creating Action Plans. 13. Organization and Scheduling. How Does Your Company Organize Itself to Support Key Account Management Profitably? Organization and Structure. Appendix 1. Campaign Planner. Summary Sheet and Forms. What is the Campaign Goal? How Well is the Campaign Qualified? Appendix 2. Investment Appraisal. A Short Introduction to Cost Benefit Analysis. The Process of Cost Justification. Investment Appraisal Techniques. Index.Langdon, Ken is the author of 'Key Accounts Are Different Solution Selling for Key Account Managers' with ISBN 9780273617808 and ISBN 027361780X.