July 2018 - Modern Distribution Management

July 2018

Managing Key Accounts: How To Win & Keep Them

This article appeared in Vol. 27, No. 12, June 25, 1997 issue of MDM Premium. This article provides a framework for managing key accounts. It gives a definition of a key account, examines the structure of key accounts, and discusses tactics for managing key account opportuni­ties, including how to work with the different types of people that make up a key account. For this article, winning a key account is defined as follows: Of all the products and services the account could purchase from you, they are now purchasing 74% or more from your company.

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