Summary of Key Account Management

A Complete Action Kit of Tools and Techniques for Achieving Profitable Key Supplier Status

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Key Account Management book summary
Key Account Management means nurturing your crucial customers to form lasting relationships.


6 Overall

7 Applicability

5 Innovation

4 Style


As supply chains get shorter, industries are consolidating and buyers are narrowing their lists of preferred suppliers. This means that suppliers must get closer to their customers and manage their critical accounts carefully. This thorough survey of key account management outlines all of the essentials. Author Peter Cheverton provides a good overview of analytical tools, sound advice on strategy, timely warnings and even a CD with software and planning tools. Without great loss, the manuscript could have been trimmed much tighter, but the author’s style is clear enough that the unnecessary material is not particularly burdensome. highly recommends this book to anyone with an interest in key corporate sales.

In this summary, you will learn

  • The basics of key account management;
  • Why you want to become your customers’ key supplier;
  • How customers select suppliers and how to be chosen; and
  • How to build key account partnerships with your customers.


Key Account Management
To embark upon Key Account Management (KAM), first determine which customers matter most to your company’s future. Those are your key accounts. They are not necessarily your biggest customers, because smaller customers may be more important for the future. They aren...
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About the Author

Peter Cheverton is Director of Insight Marketing & People, a key account management (KAM) consultancy and training firm. He is also the co-author of Key Account Management in Financial Services.

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