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Key Account Management, 5th Edition by Peter Cheverton

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04

What is a key account?

Perhaps you have key accounts already. So how have they come by that name?

•  Are they just the big ones?

•  Are they the ones growing the fastest?

•  Are they the ones that shout the loudest?

•  Are they the ones you mustn’t lose?

•  Are they the ‘jam tomorrow’ customers, the ones that offer future profit?

•  Are they the ones you want your staff to focus on – to look after the very best?

•  Are they the ones where extra effort will bring extra returns?

•  Are they the ones that challenge you and improve you?

•  Are they the most successful players in their own markets?

•  Are they the ones that will bring you kudos with others?

•  Are they the ones that will take your business where you want it to go?

•  Are they ...

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