Key Account Management
Key Account Management (KAM) is the art and science of selling into accounts. An account will have more than one decision maker. The sales person or key account manager has to know how to influence the people in the account and get the sales in their favor.
In the B2B sales field, identifying different key account opportunity sizes is necessary to deliver personalised services that best meet client needs.
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In Malaysia, key account managers need to know the purchasing control processes. Per Malaysian laws for businesses and government . Learn how to sell with Kognifi’s selling skills training courses.
B2G Accounts
Business to government (B2G) selling is about selling to the government. The selling process is different from B2B selling. B2G selling in Malaysia, has to follow Ministry of Finance and the local state government rules and guidelines.
The documents, licenses requirements and behaviours of the people in government are different from those in the business sector. Key account managers need to know how to differentiate and manage their selling activities in B2G scenarios.
B2B Accounts
Business to business (B2B) selling is about selling into businesses. These businesses will be using the purchased item as part of their operations. Examples would be raw materials, furnishings, machine tools, computers, stationery and many other items.
B2B sales in Malaysia, are controlled by laws on corporate governance processes. The key account manager will need to understand the variances in purchasing processes to sell into the B2B key accounts.
Selling to government linked companies (GLC) in Malaysia would follow B2B selling methods. But then again, some GLCs do behave like government bodies. And the seller needs to be skilled to pick up on this behaviours.
B2P Accounts
Business to partners (B2P) selling is different from B2B selling. In this scenario, the partner account will be selling through the products and services of the seller. Examples would be retail stores that sell finished products like phones, television, canned food, cosmetics and other similar products.
The key account manager needs to know the expected motivation and requirements for B2P sales. The focus would be sell through speed, profitability, inventories, merchandizing and many more sales and operational details.
Key Account Selling
An account that is important to the seller is called a key account. The seller is expected to get sales from these key accounts. These accounts are important to the seller, because the seller can achieve their sales quotas from these selected few key accounts.
All the seller or key account manager has to do is focus on these few accounts. Build relationships, identify opportunities and work to get the sales.
If the products to sell into the account is similar to others in the market, then the seller will have a challenge to sell into the account.
The key account manager will need good key account management skills and tender bids management skills to be able to sell into the key account.
The key account manager will, as a baseline, need to have good interpersonal selling skills to build the trust levels required to be accepted by the people in the key accounts.
Selling Skills and KAM Training Courses
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