As part of his executive development Scott Anderson of Luxfer Gas Cylinders, attended Cranfield’s Key Account Management Best Practice programme, so we spent five minutes with him to discover his thoughts on the programme.
Strategic negotiation is a fundamental competence for key account managers. Many key account managers still struggle to move away from negotiations where price becomes the focus to negotiations based on a value focus. We have identified a number of different sources of value and looked at how we can present these effectively to the customer or client in order to create joint value.
We can be very proud of having a key account management (KAM) programme in place, but:
As key account management has evolved over the last twenty years it has moved from a focus on what the supplier wanted to achieve with a key account to really understanding what the customer is trying to achieve over the next three to five years, and then building supplier strategies that will support the customer achieving their goals and aspirations.