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Tables of Contents for Selling to Major Accounts
Chapter/Section Title
Page #
Page Count
Preface
xi
Part I Introduction
1
18
1 What Is Strategic Account Management?
3
6
Strategic Account Management as an Approach to Selling
4
3
Strategic Account Management as Investment Management
7
2
2 The Roles and Responsibilities of Strategic Account Managers
9
4
Account Manager or Account Team Leader
9
1
Executive Sponsor
10
1
Sales Manager
11
2
3 The Four Types of Customer Relationships
13
4
Vendor
14
1
Preferred Supplier
15
1
Partner
15
1
Strategic Ally
16
1
Summary of Part I
17
2
Part II The Foundations of Strategic Account Management
19
50
4 The Management in Strategic Account Management
21
6
5 Strategic Account Management as an Instrument of Corporate Strategy
27
16
The Strategic Planning Process
28
2
Redefining the Business Mission--The Forces of Inertia
30
1
Redefining the Business Mission--The Forces of Change
31
5
Environmental Assessment
32
1
Internal Assessment
33
2
Changes in Existing Business
35
1
Developing and Executing Business Strategy
36
2
Strategic Account Management as a Competitive Strategy
38
5
6 Identifying Strategic Accounts
43
18
Account Classifications
43
3
Strategic Accounts
43
1
Normal Accounts
44
1
Prospects
45
1
Classifying Customers
46
11
Attractiveness
46
4
Potential
50
1
Position
51
6
Handling Complex Accounts
57
4
7 Building Account Teams
61
6
Identifying the Account Manager
61
3
Supporting the Account Manager
64
3
Summary of Part II
67
2
Part III Account Planning
69
88
8 The Account Planning Process
71
6
Annual Account Plan Revision
72
3
The Logic of the Account Plan
75
2
9 Gathering Information
77
8
Levels of Information
77
6
Level 1 (Public) Information
79
1
Level 2 (Deep Public) Information
80
1
Level 3 (Private) Information
81
1
Level 4 (Deep Private) Information
82
1
Turning Information Into Intelligence
83
2
10 Analyzing Your Customer
85
22
Your Customer's Industry and Markets
85
4
Your Customer's Strategies and Synergies
89
2
Your Customer's Structure and Management
91
8
Your Customer's Key People
92
4
Personal Profiles of Key People
96
2
Your Customer's Buying Process
98
1
Your Customer's Performance
99
1
The Customer's Need for Your Products
100
1
The Implications of Customer Intelligence
101
1
Doing a Customer SWOT Analysis
101
6
11 Analyzing Your Competitors
107
12
Gathering Competitor Intelligence
108
3
Current Relationship and Business Activities
109
1
Capabilities and Resources
110
1
Competitive Strategies
110
1
Strengths and Weaknesses
110
1
Customer Perceptions
110
1
The Four Pillars of Position
111
4
The Pillar of Strength
111
2
The Pillar of Strategy
113
1
The Pillar of Staff
113
1
The Pillar of Support
113
2
Cracks in the Foundation--Competitor Vulnerabilities
115
4
Toppling the Pillar of Strength
115
1
Toppling the Pillar of Strategy
115
1
Toppling the Pillar of Staff
115
2
Toppling the Pillar of Support
117
2
12 Analyzing Your Position
119
20
Building a History of Your Relationship
121
2
Analyzing Your Position
123
2
Your Current Relationship and Business Activities
123
1
Capabilities and Resources
123
1
Competitive Strategies
124
1
Strengths and Weaknesses
125
1
Customer's Perceptions
125
1
The Relationship Life Cycle
125
8
Penetration
127
1
Consolidation
128
1
Growth
129
1
Harvest
130
1
Defense
131
1
Hibernation
131
1
Suspension
132
1
Identifying and Prioritizing Your SWOTs
133
4
Your Strengths
134
2
Your Weaknesses
136
1
Your Opportunities
136
1
Your Threats
136
1
Prioritizing Your SWOT Analysis
137
2
Strengths
138
1
Weaknesses
138
1
Opportunities
138
1
Threats
138
1
13 Developing Account Strategy
139
15
Developing a Vision
141
1
Setting Account Objectives
142
7
Fundamental Strategy
143
4
SMART Objectives
147
2
Creating Action Plans
149
5
Basic Action Plans
149
1
Relationship Action Plans
149
3
Revenue Action Plans
152
2
Summary of Part III
154
3
Part IV Implementing the Account Plan
157
132
14 Building Internal Support
161
14
Syndicating Your Account Plan
162
1
Gaining Internal Alignment
163
3
Overcoming Resistance
166
1
Finding an Executive Sponsor
167
2
Creating a Virtual Account Team
169
6
15 Managing Relationships
175
24
Building Needs-Satisfaction Trust
176
1
Building Personal Trust
177
6
Sustaining Personal Relationships
183
1
Building Institutional Trust
184
5
Sustaining Institutional Relationships
189
1
Building a Zippered Net
190
9
16 Managing Information
199
22
Developing the Customer's Information Base
205
8
Managing Knowledge Building
205
4
Managing Noise and Uncertainty
209
4
Developing Your Own Information Base
213
5
Using an Information Plan
216
1
Analyzing and Interpreting Information
217
1
Maintaining and Distributing Information
218
3
17 Managing Customer Delight
221
16
Executing Work and Resolving Problems
222
4
Stapling Yourself to the Order
223
1
Setting Joint Expectations and Measuring Results
223
1
Resolving Problems Through SWAT Teams
224
2
Assessing the Relationship and Measuring Delight
226
5
Guarding Against Complacency
231
3
Anticipating Change
234
3
18 Managing Momentum
237
16
Precycling--Positioning for Your Customer's Demand Cycles
238
6
Precycling--The Micro Factors That Impact Demand
238
1
Precycling--The Macro Factors That Impact Demand
239
2
Precycling--Recognizing Demand Fluctuations
241
1
Precycling--Anticipating Demand Fluctuations
242
2
Presponding--Positioning for Shifts in Momentum
244
6
Prevolving--Positioning for Market Trends and Innovation
250
3
19 Managing Opportunities
253
27
Assessing Opportunities
254
5
Making the Pursuit Decision
259
1
Determining Opportunity Value
260
5
Definitions
260
1
Process
260
5
Analyzing the Customer's Key Issues
265
2
Analyzing the Customer's Decision Makers
267
2
Applying Selection Criteria
269
2
Go Indicators
270
1
Stop Indicators
270
1
Developing Opportunity Strategy
271
5
Crafting Your Themes
276
3
Managing the Pursuit
279
1
Summary of Part IV
280
3
20 The Future of Strategic Account Management
283
6
Appendix: Sample Strategic Account Plan
289
30
Index
319