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Key Account Selling
Key account selling

A key account is one that possesses some or all of the following characteristics:

  • It accounts for a significant proportion of the firm's overall sales. This means that the supplying firm is in a vulnerable position if the customer goes elsewhere. It also implies that the supplier is likely to be prepared to negotiate significant changes in its methods, products and business practices in order to fit in with the customer's business practices and needs.
  • There is co-operation between distribution channel members rather than conflict. This places the key account manager in the front line, because he ...

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