Peter Cheverton Books

A handbook on key account management (KAM). In How Come You Can't Identify Your Key Customers? Peter Cheverton explores how to achieve the core objectives of KAM, such as how to retain customers in a competitive environment and how to create a customer-intimate business. There are global cases, tools, techniques and exercises.

Any organization's key accounts are its lifeblood. This highly practical book puts forward a unique yet simple planning methodology for identifying, obtaining, retaining and developing key customers. Completely updated and revised with lots of new material to reflect the latest best practice, this edition will reinforce its standing as the premier book on the subject. This is one of very few books to take the long-term, team-selling strategic view of Key Account Management (KAM). Apart from finding great resonance with business practitioners all over the world, Key Account Management has established itself on many academic reading lists. Translated into five languages, it was also short-listed for Business Book of the Year in Sweden (2002).

* Market-specific to financial services * CD Rom providing KAM analysis software, and access to further support. * Practical tools, both in the text and the CD-ROM Building on the success of Peter Cheverton's generic book, Key Account Management, (now in its third edition), Key Account Management in Financial Services follows a broadly similar structure but is aimed at sales and marketing people in the financial services (FS) sector. Designed for practitioners and managers responsible for implementation, the focus is on ""making it happen,"" using real examples to illustrate tools and models, and to highlight success and failure. The book takes the readers through a developing process of understanding, analysis, planning, implementation, and performance monitoring, matching the development over time of their own plans. It is intended to be used as a ""before, during, and after"" guide to practical implementation. Targeted narrowly on financial services, the book addresses the changing environment and the new imperatives for KAM -- the rising cost of sales, regulatory bodies, globalization of customers, new customer organizations; the buying process in Financial Services; ""Competitor Replacement Strategies,"" a particular feature of the FS market. Also included are a much expanded section on E-commerce and the Internet, and one on the management of non Key Accounts, vital to the success of any KAM strategy in these markets