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(Key) Account Managers and sales people are facing a lot of challenges these days. Often, purchasing decisions are made in internationally composed purchasing committees. In addition, more and more customers do not perceive the suppliers products and services are that unique anymore. At any rate, customer requirements are getting more diverse while the own competition gets tougher and tougher.
The strategic (Key) Account Plan or, sometimes called, Customer Attack Plan aims to provide account teams with a systematic tool to overcome these challenges by:
analyzing your customer in detail in his own market and competition environment and gain insights about his challenges and real business requirements.
analyzing your key competitors with their customer specific sales strategy and getting a clear view on their individual strengths and weaknesses.
deriving out of that intensive analysis new business opportunities and ideas, with a clear winning strategy and a key action plan.
developing a sound and tight multilevel relationship network between your company and your customer.
developing a key account marketing plan with the objective increasing customer retention in the mid to long term.
The application fields of that powerful tool stretch from a professional sales tool, to a systematic planning tool, to a focused communication tool within your own organization.
The book is constructed in such a way that the reader will be guided through the systematic account plan, step by step, so that one can easily adapt the content to his own specific company and business requirements.
About the author
Aufbauend auf einer über 10 jährigen Praxiserfahrung in der Investitionsgüterindustrie, hat Hartmut Sieck 2002 die Unternehmensberatung SIECK consulting gegründet. Als Unternehmensberater, Trainer und Vertriebscoach hat er sich dabei auf die Themen Key Account Management und Vertrieb im Business-to-Business (B2B) Umfeld spezialisiert. Darüber hinaus ist Hartmut Sieck Gründungsmitglied der European Foundation for Key Account Management und Dozent an der Dualen Hochschule in Stuttgart.
