Can you succeed at key account management?

Key account management has been one of the most important innovations in B2B selling over the past two decades. The number of companies who now wish to introduce a key account management system continues to increase. The appeal of this approach is clear; more sales, higher profits and increased customer satisfaction. However, for key account management to succeed, it is vital to find the right person for the job.

The best salespeople will often not make the best key account managers. The skill set required for key account management is slightly different and the role is often more suited to technical people and project managers. The required skills include financial, consultative, planning, interpersonal and influencing skills. While salespeople will often focus on their immediate targets and commission, key account managers need to focus on keeping their clients satisfied in the long term.

A successful key account manager will also need a high level of commitment to the role. You need to spend a lot of time with your client, getting to know their needs and the business issues that matter to them. You should be an advocate for your client within the company as much as you represent the company to your client. This requires a strong ability to influence others in order to keep both parties happy.

Finally, you need to make sure you have the support of your company and that processes are integrated correctly. For a key account management programme to succeed, organisational change will be required. The programme will need to be closely reviewed on a regular basis, and management will need to understand that you should not necessarily be judged by the same metrics as other salespeople. This can be a difficult balancing act, but can be extremely valuable for the company and the key account manager if implemented correctly.

Are you a successful key account manager? Find out how our highly skilled consultants can help you in your career by visiting our website.