It follows from this that key customers play a major role in the organization's activities, but at the same time there are certain nuances here. First of all, in an effort to earn the trust of such consumers, the company must take into account that other enterprises in the industry will also strive for this and will try to attract attention with special offers and promises of privileges.
That is, in relations with key clients, the company must surpass competitors and ensure that these consumers are completely satisfied with the cost, quality of products and level of service. The peculiarity of key clients is that they are extremely demanding when choosing suppliers for their business.
Currently, a special position is being introduced to interact with these partners – a key account manager (KAM). He has a great influence on the development of any business and performs many important functions.
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Key Account Manager Responsibilities
A Key Account Manager (KAM) is a specialist who is assigned the special task of maintaining relationships with clients who are of the greatest value to the business and who ensure its development. First and foremost, he is required to ensure that the key client is fully satisfied with the cooperation. This means that he represents the company in relations with the client, accepts his requests and directly leads him to the conclusion of an agreement. The need for such managers exists in B2C and B2B sales, online trade, in the retail market, etc.
Key account managers are divided into two categories: junior and senior managers. The only difference between them is that the latter manages the former and gives them orders.
What are the functions of a key account manager? It is important for him not only to create favorable impressions of cooperation with the company in the consumer, but also to establish strong connections with him, thanks to which new areas for partnership are outlined. In particular, specialists ensure the expansion of the business community and work to include people who open up significant prospects for business among the clients. In addition, key account managers are always involved in the development of business plans, taking into account the need to maintain and expand the client base.