The main goal of the KAM is to establish strong connections with the client, build relationships based on loyalty and, as a result, increase sales. To do this, the key account manager performs the following duties:
conducts negotiations using all available communication channels: personal meetings, telephone, email, video conferences;
provides clients with comprehensive consultations;
prepares contracts and other necessary documentation;
analyzes the needs of partners, creates qatar phone data individual offers for them, including new products and services;
maintains sales history, analyzes results;
works with claims and objections;
controls accounts receivable;
prepares reporting and analytical documentation.
It is important to be prepared for the fact that working as a key account manager in large companies, especially international ones, may involve regular business trips. The purposes of the trips may be different - negotiations with clients, visits to partner companies, professional training.
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Rules for working with key clients
When evaluating customers, the main indicator is their contribution to the company's income, not the volume of purchases they make. High turnover does not always mean high profit: it can be increased by selling more goods at a lower price, which will not lead to an increase in income.
Large clients are considered to be those that generate about 10% of the company's income, and if this figure exceeds 20%, then we are talking about a monopoly client. However, this method of assessing value is too one-sided and does not cover all aspects of building sustainable and mutually beneficial relationships.
Rules for working with key clients
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Based on the nature of the business, the market situation and the economic environment, different types of priority customers can be identified:
“Breadwinners” are clients who provide a significant portion of the company’s income.
“Prospective” customers are those with high growth potential who are currently purchasing a significant portion of goods or services from competitors, or those whose needs for your product will increase significantly in the future.
“Famous” are large, recognizable companies, market leaders, cooperation with which may not be so profitable, but it increases the prestige of your company and serves as an additional argument for other buyers.
“Mentors” are clients who are experts in their field, demanding, but willing to share knowledge and experience, which contributes to professional growth and increased competitiveness.
“Partners” are those who are ready for an open dialogue, discussion of their needs and plans, and who perceive you as an equal participant in the business process.
"Innovators" are clients interested in testing new products and ideas and are ready to participate in bringing new products to market.
It is important to remember that one and the same buyer can combine characteristics of several categories. Moreover, even among clients that currently bring in little income, there may be companies that are strategically important for the development of your business.
Competitors will always try to poach your most profitable customers. To retain valuable customers, it is important to analyze your customer base, segmenting them according to their importance to your business, understanding the needs and expectations of each segment, and constantly looking for new opportunities for productive interaction with the buyer.
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