Terry R. Bacon - Selling to major accounts: tools, techniques, and practical solutions for the sales manager

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title	:	Selling to Major Accounts : Tools, Techniques, and Practical Solutions for the Sales Manager
author	:	Bacon, Terry R.
publisher	:	AMACOM Books
isbn10 | asin	:	0814404626
print isbn13	:	9780814404621
ebook isbn13	:	9780814424353
language	:	English
subject	Selling--Key accounts, Customer loyalty.
publication date	:	1999
lcc	:	HF5438.8.K48B33 1999eb
ddc	:	658.85
subject	:	Selling--Key accounts, Customer loyalty.

Page iii Selling to Major Accounts Tools, Techniques, and Practical Solutions for the Sales Manager Terry R. Bacon

Page iv Special discounts on bulk quantities of AMACOM books are available to corporations, professional associations, and other organizations. For details, contact Special Sales Department, AMACOM, an imprint of AMA Publications, a division of American Management Association, 1601 Broadway, New York, NY 10019 Tel.: 212-903-8316 Fax: 212-903-8083 This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Bacon, Terry R. Selling to major accounts: tools, techniques, and practical solutions for the sales manager / Terry R. Bacon, Ph.D. p. cm. Includes bibliographical references and index. ISBN 0-8144-0462-6 1. Selling-Key accounts. 2. Customer loyalty. I. Title. HF5438.8.K48B33 1999 658.85-dc21 99-24260 CIP 1999 Terry R. Bacon, Ph.D. All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019 Printing number 10 9 8 7 6 5 4 3

Page v CONTENTS Preface xi Part I Introduction 1 1 What Is Strategic Account Management? 3 Strategic Account Management as an Approach to Selling 4 Strategic Account Management as Investment Management 7 2 The Roles and Responsibilities of Strategic Account Managers 9 Account Manager or Account Team Leader 9 Executive Sponsor 10 Sales Manager 11 3 The Four Types of Customer Relationships 13 Vendor 14 Preferred Supplier 15 Partner 15 Strategic Ally 16 Summary of Part I 17 Part II The Foundations of Strategic Account Management 19 4 The Management in Strategic Account Management 21 5 Strategic Account Management as an Instrument of Corporate Strategy 27 The Strategic Planning Process 28 Redefining the Business MissionThe Forces of Inertia 30

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