2. What is Key Account Management (KAM) ? KAM is an approach which includes developing long term relationships with strategic customers whose needs you understand in depth, and for whom you develop a special offer with a differential advantage over the offers of competitors. Quote taken from McDonald, Millman, Rogers 1996
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5. What is the reward ? 1) The ‘good feeling’ they get from the purchase. Customers will only exchange their money for two rewards; 2) A ‘solution’ to a problem they had, have or will have. In an ideal sale both conditions will be met !