During my role as Marketing Manager for a hugely successful kitchen manufacturer, I have been responsible for the company’s key account management (KAM). This latest project inspired me to share some of my knowledge with you. The first thing to remember about your key accounts is that you need to know as much as your clients’ business as you do about your own business.
One of the reasons I have enjoyed my ten years in business, is because my role is so varied. We may be experts in award-winning logo design, however, in order to be experts, we have to learn about our clients – this makes simple marketing sense. Therefore, no two days are the same. One day we are learning about kitchen manufacturing, the next – garden design, the next – the travel industry and so on. We have to keep up-to-date with the latest news that affects our customers, as what affects them, affects our business.
If you don’t invest time researching your customers, then why should they invest their money in your business? Not only is it polite, it makes common sense. So look at who your customers are targeting, then research your customers’ customers also! You may be a business-to-business (B2B) company, however, you are still dealing with people.
Key Account Management plays a huge part in strategic marketing. How can you plan a strategy for your business if you don’t know what makes your customers tick? How can you design a website or create brochures if you don’t know what your customers want?
I am running workshops in Key Account Management (KAM). If you would like to find out more about this subject, call me (Chartered Marketer, DipM MCIM) on 07909 693172 or email firstname.lastname@example.org.