Sales and key account management lecture 2 Flashcards
Key account management
The process of planning and managing a mutually beneficial partnership between organization and it most important customers
As a key account manager how to earn trust
Expertise (knowledge) Dependability (do what you say you are going to do) Candor (never stretch the truth) Customer orientation (Satisfy long-term need of customer instead of own short term goals) Compatibility (It is important to have an bond with your customer)
Knowledge base trust
Industry and company knowledge Product knowledge Service Promotion and price Market and customer knowledge Competitor knowledge Technology knowledge
Service is about
Delivery inventory Training Field maintenance Credit and financial consideration Installation Guarnantees
Sales ethics
The right and wrong conduct of individuals and institution of which they are part
Ethical issues
Company -> salesman-> level of pressure
Salesman-> Company -> taking way cutomers
Sales ethics what is unethical
Show concern for own interest Pass the blame for something they did wrong Accept favors from customers Lie about competitors Withhold information
3 categories of unethical behavior
Deceptive practices
Non-customer-orientated behavior
Illegal activities
Deceptive practices
Deceive, hustle, scam
Non-customer-orientated behavior
Pushy, hard sell, fast-talking, high pressure
Illegal activities
Defraud, con
Different types of buyers
Consumer market -> they buy for own use or consumption
Busines markets-> who will use their purchases for input for their own products
Types of purchase desicion
Straight rebuy
Modified rebuy
New task
Straight rebuy
Is a routine purchase decision
Modified rebuy
Purchase decision that requires research
