1.
Key-Account-Management / Graphic Concept
Template
Key-Accounts require a special treatment
due to their key role in the success of the
company.
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2.
Key-Account-Manager / Tasks and objectives
Maintaining relationships with key customers (Key-Accounts)
Control function,
e.g. monitor sales targets
Maintain customer contacts
and communication impulses
Intensify business relations
with key customers
Planning of customer specific
marketing strategies, - actions and
promotion
Improve market position
and competitive situation of
the company
Special customer
requirements to internal
departments /forward to
contact person
Negotiating and coordinating
partner for Key customers to
reduce coordination
3
4
26
5
Advantage for
company
Advantage for
customer
17

3.
Key-Account-Management / Pareto Curve
Pareto principle: 20% of customers generate 80% of sales. Margins are not
necessarily proportional.
Lorenz curve, or Pareto principle
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0
10
20
30
40
50
60
70
80
90
100
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
Customershareoftotalsales
Number of customers in %
Turnover
Contribution
20% of customers bring 80% of sales

4.
Key-Account-Management / Customer Groups
Display potential Key-Accounts
Potential
Key-Accounts
Reference
Customers
Strategic
customers
(networking)
Rehabilitation
clients
Development
customers with
potential
Know-how
customer
Market
leader
Customers
with complex
structures
Customers with
buying center
organizations
Major
clients
Image
customer
"Fear"
customers
Internationally
aligned
customers
Key-Accounts are customers the company can’t afford to lose!
The selection depends on industry,
state of customer focus,
business complexity and
type of customer organization
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5.
Key-Account-Management / Business Development
Process of the standard solution for strategic partnership
Business level
Portfolio level
Executive level
CEO level
Portfolio and standard solutions
Key-Account
Management
Strategic
Partnership
Operating Business

6.
Key-Account-Management / Process
Relationship management with key customers
Develop and intensify
business relationships
Identify key customers
Evaluate business
relationships
Integrate and determine
function of Key-Account-
Management
Relationship
management
with key
customers
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7.
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