Key account managers (KAM). Job Responsibilities of a Key Account Manager What is a Cam in Sales

The abbreviation KAM comes from the English Key Account Manager (= key account manager). Often, the regional manager himself can carry out the functions of the KAM in the territory; if the territory is large, then the regional manager may have more than one KAM subordinate to him.

1. I.Key Competencies of a Key Account Manager

As in the case of medical representatives, key competencies are directly related to the functionality to be performed by the CAM. By the way, the functionality of KAM is much less diversified, but complicated by the specifics of the individuals with whom KAM will have to work. Therefore, among the competencies so necessary for a good KAM, personal characteristics prevail. Many of them cannot be taught in adulthood. And this means careful selection of employees for this position.

Tab. Key account manager profile

Global tasks of KAM	Functionality (= detailing the activity within the task)	Required competencies to complete tasks
Establish close relationships with VIPs and KOLs and maintain their loyalty to the drugs and the company	Establish contact with all VIPs and KOLs in the territory Make acquaintances (VIP and KOL must know KAM and associate it with a particular company, KAM should know everything about VIP and KOL that is possible) Build loyalty to the drugs and the company (VIP and KOL should know which company KAM works for, what drugs the company produces, and speak respectfully about the company and its drugs) Translate acquaintance into closer, almost friendly, relations (VIP and KOL should be willing to communicate with KAM, share work and personal information with him, allow him to seek help if necessary, etc.) Prepare presentations for VIP and KOL to speak on behalf of the company, as well as prepare them themselves Invite and accompany them to corporate and public industry events Minimize their activity in favor of competitors	Thorough knowledge of all VIPs and KOLs - from public information to private information Knowledge of the relationship between VIP and KOL in the territory, the balance of power and the prospects for change Information Gathering Skills Information use skills Ability to think strategically Ability to make decisions in conditions of limited time and psychological pressure High variability, creativity of thought Bright charisma Flexibility of character Psychological stability The ability to assess the psychology and motives of the individual Ability to adapt / adapt to a complex client (speech, visual image, behavior patterns) High level persuasion skills Ability to develop a long-term plan for establishing relationships with VIPs and KOLs with adaptation to a specific personality Negotiation skills with difficult clients Techniques for dealing with objections Ability to ask questions Listening skills Good sense of humor (knows how to joke, understands jokes) Ability to conduct conversations on various topics Basic knowledge of company products
Lobbying the interests of the company in tenders, when compiling preferential lists and other situations beneficial to the company	Be informed about any movement of money in the industry - from the administration level to the VIP level of a medical institution. Persuade VIPs and KOLs to prepare tender terms of reference suitable for the company Convince VIPs and KOLs to prioritize the company's products when making decisions Persuade VIP and KOL to recommend the company's products to doctors and pharmacists

It must be admitted that it is not easy to find a good KAM, since he does not stay long in the free personnel market. With a shortage, it makes sense to take a closer look at the employees of your own company. It is not uncommon for yesterday's medical representative to become an excellent KAM. It is curious that such a medical representative is likely to have a significant disadvantage to work as a representative. He must extremely poorly fulfill the standards of visits, he can write reports and in every possible way neglect process and standard work. But with all this, it will give an excellent result in its territory, achieving it in its own ways. If you encounter such a phenomenon in your department, do not rush to scold such an employee and stereotype him. Think about whether he is suitable for the position of KAM in terms of his competencies?

Marina R., an employee of one of the well-known pharmaceutical companies, was a medical representative of the city of Rostov-on-Don. Her direct manager, a very pedantic and attentive person, was extremely dissatisfied with her. Reporting was done very badly, information about visits was obviously filled in by simple copying, sometimes they even forgot to change dates and addresses. Despite the fact that the working day began at 9, at 11 she was usually still asleep, and the manager had to wake her up in the literal sense of the word. More than once the question arose about her dismissal, but the indicators for her territory were excellent and the decision was postponed. After the change of the regional manager, the new manager personally studied the work of his medical representatives, and finally made a decision on this employee. Instead of being fired, she was offered the position of KAM. The results of the audit showed that all the VIPs and KOLs of the city knew Marina very well and considered her an excellent employee. It was thanks to Marina that the company regularly won large tenders in the territory, had a good staff of loyal doctors in large commercial centers. Her personality traits did not contribute to the regular performance of work related to pedantic visits to doctors, although she tried very hard. But she was excellent at assessing the situation and establishing and developing personal relationships with people who made key decisions.

1. II.Specifics of managing a key account manager

Working with key clients involves a high level of responsibility, since the consequences of serious mistakes are very noticeable for the company and are always accompanied by a loss of money and market share in the region. And since this is work primarily with people, and people with power, status, managing money and other resources, such work, by definition, involves an individual approach. The two indicated conditions - the risk zone and the individual approach - inform us of the requirements for KAM. This should be an employee who is able to quickly move to a development level of at least D3-D4, and there should be a minimum number of templates in his work.

Each new VIP or KOL is a separate yet unknown project, according to which each of us is at the D1 level. And this involves a joint detailed setting of goals with KAM before the start of the project, a joint detailed discussion of the plan for its implementation and step-by-step control over the progress of implementation.

However, as the relationship with the VIP or KOL builds up, be prepared to change your management style and delegate more to the KAM. Coordinate tasks and goals for VIP and KOL with him, determine the budget and its purpose, but learn to trust a successful employee.

It is absolutely unacceptable to introduce visit standards for KAM. Firstly, VIP or KOL clients are not going to be subject to any regulations, they have their own very busy work schedule. And their readiness for a meeting directly depends on the significance of this meeting for them personally. It is not always possible to normalize this significance. Secondly, quite often a number of issues are resolved not during visits, but during informal meetings. And the more important the topic, the more informal the conditions in which it is discussed. Here it is appropriate to define the boundaries of interaction, but not to introduce patterns in any way.

I foresee a question that I often hear: “What if KAM does not do its job - it doesn’t know its VIPs, they don’t even know it. It remains only to force and introduce the standards of visits - let him walk like everyone else. Dear Regional Manager! If KAM does not want or cannot do his job, you should talk to him and say goodbye. Let him go to the medical representatives and "walk like everyone else." And to equalize the functions, keeping the titles of positions, at least, is not economically feasible. After all, instead of the existing, but non-working KAM, you will have to build acquaintances. No no! You will not be able to tell your management that KAM is to blame. Remember, an ineffective subordinate is yours error. You are responsible for your department and its results. If you have an inappropriate resource, you need to replace it with a suitable one. Everything else is an excuse for a still inexperienced manager.

Key account manager job description

APPROVE
CEO
Surname I.O. ________________
"________"_____________ ____ G.

1. General Provisions

1.1. Key account manager belongs to the category of specialists.
1.2. The key account manager is appointed to the position and dismissed by the order of the director of the enterprise on the proposal of the commercial director.
1.3. The key account manager reports directly to the head of the sales department (development director, commercial director).
1.4. During the absence of a key account manager, his rights and obligations are transferred to another official, which is announced in the organization's order.
1.5. A person with a higher education and at least 2 years of experience in sales is appointed to the position of a key account manager.
1.6. The Key Account Manager is guided in his activities by:
- legislative acts of the Russian Federation;
- the Charter of the company, the Internal Labor Regulations, other regulatory acts of the company;
- the established financial and economic practice in this area;
- rules for concluding and executing contracts for the supply of products;
- this job description.

2. Job responsibilities of a key account manager

The Key Account Manager is responsible for the following:

2.1. Based on the plans of the department, it plans individual sales volumes and individual targets for the development of an active client base.
2.2. Plans a schedule of visits and calls to clients on a weekly basis.
2.3. In accordance with the schedule (and, if necessary, outside the schedule), he regularly calls and personally visits existing and potential customers, conducts all necessary negotiations with them on the conditions for the sale of goods and the procedure for making payments.
2.4. Organizes the preparation and conclusion of contracts with new customers, if necessary - re-registration of contracts with existing customers.
2.5. In accordance with the procedure established at the enterprise, it carries out a set of measures to verify the reliability and creditworthiness of customers.
2.6. Personally takes orders from all key customers, transferring technical work (entering orders into a computer) to the sales support department.
2.7. If necessary, advises the client on the optimal preparation of the order, based on the specifics of the client's business and the company's strategic focus on long-term cooperation with this key client.
2.8. Within the framework of the conditions set forth in clause 7, and also taking into account the quality of the client's existing debt and his credit history, he strives for the maximum order size not only in terms of volume, but also in terms of assortment.
2.9. Based on the rules and regulations in force in the company, determines the size of discounts (price list column). In the event of a non-standard situation, consult with the head of the department.
2.10. Performs merchandising.
2.11. Keeps records of the execution of orders made and mutual settlements with its customers. Analyzes cases of returns and failures. Takes steps to prevent similar incidents in the future.
2.12. Conducts work on training client personnel in methods to increase the efficiency of sales of the company's goods.
2.13. Provides timely and full return of receivables of its clients. Takes all possible measures for the immediate and full collection of overdue receivables.
2.14. If necessary, and in accordance with the rules adopted at the enterprise, participates in the preparation of acts and other documents for shortages, regrading, etc.
2.15. Keeps a sales history for each of his clients, and also collects and systematizes all available information about existing and potential clients in his market segment, their needs, and prospects for developing trade relations with them.
2.16. Collects and systematizes all available information about competitors, always tries to keep abreast of all changes in the market, is always ready to adequately respond to the actions of competitors.
2.17. At the request of the management, he evaluates the sales prospects in the market segment assigned to him, prepares proposals for adjusting the assortment and prices.
2.18. If there are relevant decisions of the management, it works to stimulate sales, to implement special programs of discounts and bonuses, and other sales promotions.
2.19. Constantly improves his professional level.
2.20. Ensures timely and reliable execution of all required reporting and other working documentation.
2.21. Provides a trade secret mode.
2.22. Maintains good working relationships within the workforce.
2.23. Performs official assignments of his immediate supervisor and direct superiors.

3. Rights of a key account manager

The Key Account Manager has the right to:

3.1. Represent the interests of the company in relations with customers on sales organization issues.
3.2. Get acquainted with the decisions of the company's management regarding the procurement and marketing of products.
3.3. Submit proposals to improve sales of products for consideration by the commercial director.
3.4. Interaction with employees of all structural divisions of the enterprise.
3.5. Request personally or on behalf of the immediate supervisor information and documents from the heads of departments and specialists necessary for the performance of their duties.
3.6. Report to the immediate supervisor about all the shortcomings in the activities of the enterprise identified in the course of the performance of their duties and make proposals for their elimination.

4. Responsibilities of the key account manager

The Key Account Manager is responsible for:

1. For improper performance or non-performance of their official duties provided for by this job description - to the extent determined by the current labor legislation of the Russian Federation.
2. For causing material damage - within the limits determined by the current labor and civil legislation of the Russian Federation.
3. For non-fulfillment of the sales plan, the plan for the active client base, the plan for new customers - within the variable part of the salary.

Key Account Manager - a manager whose job is to establish contacts with the main clients of the organization. This position is available in many trading firms and agencies.

Key account manager concept

For this profession, the generally accepted abbreviation is "KAM", which is an abbreviation of the English name Key account manager. The main responsibilities of the employee holding this position are to motivate the main customers of the organization to develop long-term cooperation.

It is impossible to give an unambiguous answer to the question "What is KAM?". In essence, it is this specialist who connects the key clients of the economic entity with the latter. His actions should be aimed at meeting the needs of such clients, while he should conduct consulting, assisting in choosing the best option for the customer's business.

What customers are considered key?

Trade organizations and agencies have many clients, which individually generate little income for these organizations.

The work of KAM is aimed at ensuring that customers who bring the company 10-20% of the income cooperate with this economic entity for as long as possible.

Key customers include those who are leaders in the market segment under consideration, bring high profits to the organization in question (there may be few such customers, but in aggregate they can bring up to 70-80% of profit), provide new opportunities to increase sales volumes, consider the organization in which KAM works as a reliable partner.

Thus, another answer to the question "What is KAM?" will be like this: this is a manager who works with his head, which is different from the average sales manager, whose main working body is legs.

Tasks of an account manager

The tasks of the KAM are reduced to the implementation of the implementation plan in the territory assigned to it, the identification of key customers with an analysis of their potential, priority and new opportunities for doing business in the organization, contact with leading specialists, partner management, procurement from leading suppliers, implementation of a tender work, if any, for an economic entity, work with distributors, holding and participating in major events, reporting.

Responsibilities of the KAM

The Key Account Manager's responsibilities are as follows:

• researching markets of interest to the organization he represents, negotiating with potential clients;
• expansion of sales channels;
• management of key clients;

• statistical processing of information when drawing up an implementation plan;
• processing orders of key customers;
• information support of the above-named clients;
• resolution of conflict situations and claims from customers.

What are the requirements of the employer to applicants for the position in question

A key account manager must have business acumen, intuition, tact, be capable of analysis, and to some extent even be a psychologist. Like most employees of the organization, the applicant for this position is required to have a higher education and knowledge of a foreign language. In addition, he must have a good understanding of the product of the organization he represents, understand how prices and marketing strategies are formed, as well as paperwork in the legal entity he represents. He must possess the skills of business communication, be stress-resistant, have an active life position.

In addition, employers want to see for the position of KAM specialists with sales skills or with VIP clients who would have the following main characteristics:

• a combination of assertiveness and tact;
• ability to work in a single team;
• understanding of business laws and sales techniques;
• conducting marketing research on the work of customers and competitors;
• presentable appearance;
• knowledge of document management.

Thus, the third answer to the question "What is KAM?" the following will serve: this is a position in which a generalist should work, taking care of the interests of the company and his own, since the salary of KAM directly depends on the profit received by this organization.

Most often, this position is occupied by PR people, advertisers, sales managers with their own client base.

Positive and negative aspects of the activity of KAM

The position of Key Account Manager has its pros and cons, just like any other job that involves communicating with people.

One of the main positive qualities is that successful activity in this position allows you to achieve career growth. At the same time, you need to understand that this can be achieved with the necessary knowledge, intuition and the ability to communicate with people.

The negative point is that even successful activity does not always contribute to the implementation of a specialist in a particular organization. If the company pursues an ineffective marketing policy, then the employee will not be able to fully open up.

Competences of KAM

The fulfillment of the tasks listed in the previous section assumes that the key account manager has the following competencies:

• be able to identify customers of the category under consideration by potential joint growth based on the analysis of NPV and other basic indicators;
• understand business strategies, market behavior, methods used by their clients in their daily work;
• develop strategies for the organization that KAM represents, focused on the VIP client, which would work for the benefit of both the customer and the business entity in which the manager works;
• develop complete business proposals for the client group under consideration, which should involve all departments of the organization, as well as, if necessary, external resources;
• create effective communications with the heads of organizations and departments of both your organization and your partner;
• create commercial strategies, from the implementation of which all parties involved should benefit;
• resolve conflict situations within their powers;
• implement communication and sales strategies, using the resources necessary to achieve the goals.

Income level when working in the position in question

The fourth answer to the question "What is KAM?" will be: "This is a position held by a specific person who, like all people, wants to receive remuneration for his work."

His earnings are very rarely fixed. The main part of the income is interest from transactions. They can go both from the transaction amount and from the received margin. If interest is charged on the amount of the transaction, then it provides for an agency fee, which can range from 5%, if the transaction is large - up to 15% - for medium transactions.

With the effective work of the KAM, the level of its income may exceed 10,000 euros, with an inefficient one, its size will be about 10,000 rubles.

Finally

The abbreviation "KAM" comes from the English Key Account Manager. A person holding this position can receive both high and low wages, which is largely determined by the effectiveness of his work. This manager must build relationships with clients who individually bring at least 10% of the income of the organization that KAM represents. Clients can be different, so he must be a psychologist, and an analyst, and a linguist, and a manager, and a document management specialist. He must develop various strategies leading to improved performance of both the organization in which the KAM is employed and key clients. An employer may be looking for a manager with experience, but it costs more than one with little or no experience in the position. If the organization does not have such financial resources that would facilitate the hiring of experienced KAMs, it is better to grow your own staff.

The Key Account Manager is responsible for maintaining relationships with the partners most important to the firm. Therefore, he must remember that you can not look at customers only as a source of income, such an attitude is always intuitive and repulsive. It is important to be able to strike a balance between your own interests and the benefit of a partner.

general description

In Russia, a tradition has developed - to classify as managers people engaged in the field of communication with people. The word "manager" has the meaning "to manage others", and the key account manager usually has no subordinates and is responsible only for his own work. It would be more correct to call such a person simply a "specialist".

However, we will not delve into the terminology. The Key Account Manager (KAM) profession, or key account manager, is found in trading companies and all kinds of agencies, such as advertising. Interaction with clients is the most important part of any business, so the company's specialization is not fundamental here, it only corrects the work of a specialist and clarifies the tasks facing him.

Customer interaction is the most important part of any business.

KAM is engaged in maintaining relations with the most important clients for the company, forms commercial offers, conducts an initial presentation and subsequent meetings, concludes contracts on behalf of the company. He takes part in the development of pricing policy, decides on discounts or special conditions for partners, and also controls the process and timing of the provision of goods or services, compliance with agreements. A key account manager must be able to predict possible difficulties in work and quickly solve problems.

Education

Many employers agree that a higher education is necessary for a key account manager, but what exactly is not so important. Ideally, KAM needs knowledge in the field of marketing and human psychology. Consequently, psychological education can become the main one, and marketing courses can be additional. Having a degree in marketing is not that important, since the main job of a key account manager is contact with real people. Employers, on the other hand, prefer not a beautiful line in the “Education” column, but a similar work experience of an applicant for this position.

Related careers

Former marketers or advertising and PR specialists come into this profession - as a rule, they are attracted by the opportunity to significantly increase their income level. Often, former sales managers or advertising managers apply for the KAM position, who have developed sufficient skills and a client base in order to independently oversee important projects and lead the company's main clients. Long-term and stable relationships with various organizations are always useful, regardless of what the potential employer is doing. All companies are one way or another focused on sales, so the areas of interest of many of them very often intersect.

Functional responsibilities

KAM's work begins with market research and identification of potential strategic clients - those with whom cooperation should become one of the main sources of income for the company. Then he contacts them. Having established the initial contact, the key account manager, with the help of specialists from other departments, forms a commercial offer in which the potential client must demonstrate the benefits of cooperation. It is formed very carefully, based on knowledge about the market, the client and his needs. The better the analysis of a potential partner, the more likely it is to be interested in a particular proposal. Then the next step will be a personal meeting.

Svetlana N. has been working with clients for several years now - in an advertising agency. Prior to that, she was an advertising manager and a sales manager. According to her, the first personal meeting is a very important element in building relationships. After all, the success of further cooperation will depend on how people managed to find a common language with each other. Svetlana says that at a meeting a person first of all evaluates himself, and only then a partner, so communication takes place not only on a verbal, but also on a non-verbal, energy level.

After the parties agree to start work, the details of cooperation are discussed separately, then the contract is signed and the process of providing a product or service begins.

KAM makes sure that both parties comply with mutual obligations so that there are no overlaps.

A key account manager must not only constantly look for and attract new clients for cooperation, but also keep an eye on existing ones, monitor changes in their business and, based on this, adjust interaction with them. He also needs to painstakingly maintain a client base, collect all available information about the company, down to client reviews and his own observations.

Skills and qualities

The main tools used in the work of KAM are the ability to understand the psychology of people, business communication skills and knowledge of the product (goods or services) offered by the company represented by the manager. In addition, the ability to “program” oneself for good luck is very important in the work of such specialists. “You need to be able to write the right message to the client. "Vparivaya" anyone and anything, you can make a deal only once - the second it will not work, "- Svetlana shares her thoughts.

A good key account manager must have business acumen, know where to make money, but at the same time be tactful, have developed intuition and understand when to stop, stop putting pressure on the client, so as not to go too far. Otherwise, the deal may fall through.

A good key account manager must have business acumen

KAM should also have good intellectual abilities and analytical thinking. Separately, it is necessary to note such a skill as knowledge of foreign languages. The number of companies that cooperate with foreign partners is constantly increasing today. To take the position of a key account manager in a large organization, knowledge of English is simply necessary.

Pros and cons in the profession

This profession involves constant contact with people. It is suitable for those who have an active life position, are able to analyze the situation and make predictions. The advantage of this profession is that a key account manager can quickly build a career, taking higher positions in the company due to his personal charm and ability to win over people. Another positive point is the opportunity to receive very high wages. But since the level of compensation depends not only on the skills and abilities of a specialist, but also on the capabilities of the company as a whole, the factor of instability of earnings, the dependence of the level of income on the number of transactions concluded and the interest received will be a minus for many candidates.

The level of compensation depends not only on the skills and abilities of the specialist, but also on the capabilities of the company as a whole.

Problems can arise when the skills and abilities of a specialist are not fully in demand by a particular company. For example, a good specialist is the victim of a bad marketing policy of the organization. There is only one way out of this situation - the search for a new job.

Salary

Key account managers are rarely paid a fixed salary. Most of them receive interest from transactions. Interest can come from margin - from the difference between the cost of goods and the amount for which it is sold - or from the total amount of the transaction. The latter includes the so-called agency fee, it is from it that bonuses are accrued to the manager. The size of the agency fee can vary from 10 to 15% of the transaction amount, if the transaction is medium, and be equal to about 5% - if it is large.

The salary of a key account manager in "harvest" and "lean" months for a company can differ significantly - from 10,000 rubles to 10,000 euros per month and even more. KAM's earnings depend not only on personal skills, but also on the company's capabilities - on how long it can provide a given product or service. If an organization does not fulfill its obligations in a timely manner, for example, for some reason delays the process of providing a service, this will negatively affect both its reputation and profits.

prospects

A successful key account manager can go on to become a sales manager, development director or commercial director. Career growth, as a rule, is determined by the number of successful transactions.

In terms of financial prospects, the larger the company, the larger the deals and the larger the bonus KAM receives. Therefore, when looking for a job, job seekers should first of all pay attention not to the “Salary” column in the job description, since a fantastic amount can be indicated there, but to the scale of the company and its business reputation in the market.

With the development of retail (and not only), increased competition among manufacturers and the expansion of markets, new professions appear that are necessary for the successful development of a business. In the last decade, Key Account Managers have emerged from the field of sales managers into a separate category - key account managers.

By the way, interaction with customers is the most important part of the company's work, regardless of its field of activity, be it retail, manufacturing or services. This form of interaction is present wherever there are sales and profits from sales.

Features of working as a Key Account Manager

On the one hand, key account managers no longer have to spend most of their working time searching for new clients, cold calling, working with large databases.

On the other hand, this is the most responsible part of the work of the sales department, since it often takes much more effort to retain existing customers. Especially when it comes to key customers, work with which provides a significant part of the company's turnover.

In order for a key client to remain satisfied with the work of the company, KAM should not just be the face of the company. He must be well versed in the needs of clients, remember all the necessary numbers, sometimes prompt and remind if the interests of the case require it.

Moreover, we note that in the first place the interests of the client. KAM is a universal employee, because in addition to sales techniques, he must know logistics, marketing, management basics. Even knowledge of the basics of accounting will not be superfluous.

Sometimes a Key Account Manager has to be a guide for the team: to look for new ways in which the business will go further.

KAM team

Of course, KAM can work independently only with a small volume. With the growth of turnover, a team will certainly appear - first of all, an assistant, a specialist in working with key clients.

Its functions are determined by its manager, but basically it is the execution of the technical aspects of the work - preparing lists, placing an order, monitoring its implementation.

More often it is communication with counterparties on the order of a key client, practical support of the process.

The key client himself is tied in communication directly to the manager.

In more complex cases, representatives of various departments, from accounting to production, are united in one team under the leadership of KAM.

Where do Key Account Managers come from?

Unfortunately, the structure of education most often lags behind the development of the market and production. Therefore, key account managers are not trained anywhere.

In this case, the best option is to grow such a specialist in the company environment. Most often, this work goes along the classical chain - merchandiser - sales representative - supervisor - sales manager - KAM.

What is provided in this way? First of all, a thorough understanding of all processes in the company from the inside. Thus, a good KAM always knows at what stage and what of a well-thought-out logistics plan may not work. And in what area should the work be monitored especially carefully.

In addition, it provides knowledge of the company's product at a level that is difficult to stymie with an unexpected question.

How to distinguish from the KAM team?

How to determine if a sales manager will be good at working with key accounts?

Unfortunately, this cannot be determined simply by sales figures. As well as the desire of the specialist himself.

What qualities should the future KAM have?

First of all, he must “burn” - experience an irresistible desire to develop and grow in his skills and knowledge. He is always ready to undergo additional training - if the interests of the case require it.

Of course, you must have sales skills and negotiation techniques, you must understand the financial processes in the company.

Good understanding of the market and competition. Moreover, to understand this not only from the point of view of the company, but also from the point of view of the client. After all, his services should help a key client to promote his company in the stormy sea of ​​​​the market, periodically working with a sail, sometimes with oars.

Be ready to work and drive. Of course, such a person should be a leader. After all, the success of the team will depend on it.

Well, and analytical thinking, the ability to anticipate possible difficulties and be ready to solve them. This is necessary, because sometimes one puncture, one failed delivery can lead to the loss of a client or the need to compensate for his losses. The ability to analyze the product, its relevance and competitiveness is also essential in working with key customers, because it is better to anticipate and solve problems before they become large.

If the main person in the company is the sales manager, then who is KAM?

The same sales manager, just a higher level. Let's not forget that the responsibility of such a specialist will be slightly higher than that of an ordinary manager or specialist.

In complex issues, it is KAM that is responsible for the work of the entire team, its loyalty and coherence. Such a specialist should bear the burden of not only higher wages, but also greater responsibility for the result. After all, the next level in a career is already a director.

What do the professionals think

We asked for a comment about the pros and cons of being a Key Account Manager and what you need to know to be in this position.

Ivan Grigoriev(KAM in R-profit):

Pluses of work - I sit in the office a little. I have meetings almost every day: at clients' houses, in restaurants, even in fitness and baths. Sometimes golf, tennis, once - hunting. I travel a lot for work on a corporate account.

It's great that all paper work can be blamed on assistants.

Plus, that the authorities do not teach “how to work” - the main thing is to give results. And if this is also a very good result, then the additional payment in the form of a percentage of transactions is much higher than the salary.

What to do to get a position - in the case of my company - to be able to do, get meetings, convince more clients for larger amounts of investment. To do this, you need to be able to communicate, find a common language with different people, be able to present the product in such a way that it is of interest to this particular client with whom you are currently communicating - everyone has their own motivations and arguments.