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How Come You Can't Identify Your Key Customers? By Peter Cheverton

How Come You Can't Identify Your Key Customers? by Peter Cheverton

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A handbook on key account management (KAM). In How Come You Can't Identify Your Key Customers? Peter Cheverton explores how to achieve the core objectives of KAM, such as how to retain customers in a competitive environment and how to create a customer-intimate business. There are global cases, tools, techniques and exercises.

How Come You Can't Identify Your Key Customers? Summary

How Come You Can't Identify Your Key Customers?: The Essential Guide to Key Account Selection by Peter Cheverton

Key account management (KAM) is not a sales initiative, it is a business-wide process that must be managed and supported from the top. This handbook is designed for all those involved in the management of key accounts, but who are uncertain about how these important customers are identified, selected and managed. Peter Cheverton shows how to achieve the core objectives of KAM: retain existing customers in a competitive environment; grow through acquiring new long-term contracts; achieve global "preferred supplier" status; manage customers serviced by several departments in a consistent way; create a customer-intimate business; and achieve operational excellence. According to Cheverton the purpose of KAM is "managing the future" - achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all included.

About Peter Cheverton

Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page. For more information, visit Peter Cheverton's website at

Table of Contents

Introduction - to begin at the beginning. Step 1 Your objectives: A broad definition; Possible objectives. Step 2 Your resources: Three modes of "selling". Step 3 Assemble the selection team: The ideal team; The team in practice; Team size; Clarity of purpose; Timetable. Step 4 Mapping the opportunity: The market map. Step 5 The marketing plan and market segmentation: The market segment; Segmentation and the marketing mix; Benefits of segmentation; Segmentation and key accounts; How to segment the market. Step 6 The key account identification and selection matrix (KAISM): The KAISM explained; Purpose and benefits of the KAISM; Managing the four categories - an investment portfolio; Appropriate plans; Software packages. Step 7 Customer attractiveness: Types of attractiveness factor; The process; Working the process; Selecting six factors; Benchmarking; Weighting; Rating, weighting and ranking. Step 8 Relative strengths: The process; Identifying supplier rating criteria; Identifying the customer's unique supplier rating factors; Weighting; Rating, weighting and ranking; Finding out what you don't know; Final tips; Completing the matrix. Step 9 Selection and communication: Selection - pragmatism or theory?; Challenging the outcome; Selection - a balanced portfolio; Cross-functional alignment; Complications. Step 10 Review, review, review. Step 11 Next steps.

Additional information

How Come You Can't Identify Your Key Customers?: The Essential Guide to Key Account Selection by Peter Cheverton
Used - Very Good
Kogan Page Ltd
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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