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Sales and Marketing
$14.9
Key Account Selling
Second Edition
Mack Ilanan
Key Account Selling will show you
how to grow your business by grow-
ing the businesses Of your principle
customers. You'll find Out how to:
• Target customers with the highest
growth potential and work with
them as partners.
• Use a database to identify high-
margin opportunities.
• Devise account plans that will tum
those opportunities into sales.
• Provide added value to ensure
repeat sales.
Here's what business leaders have to
say about Mack Hanan's key account
strategy;
"A sales approach that quickly proved
its success and became a standard
game plan for sales in Fortune 500
compames."
—BUSINESS OPPORTUNITIES JOURNAL
"Brings key account selling manage-
ment into the 20th century—applies
to sales the sophisticated management
strategies Of market segmentation,
along with a highly refined penetra-
tion process and a database strategy
that lets representatives focus on
customer business function problems
instead of product, product, product."
—AT&T
amacom
American Management Association
1601 Broadway
New York, NY 10019
"Makes the distinction for the first
time between the specific strategies
required for key customer sales—
which is where the premium profits
are—and traditional vendor selling
skills. We'll be better fighters against
Our competitors as a result."
—MERRILL LYNCH
"A comprehensive, well-thought-
through strategy mix for getting
upstairs at major customers where we
can set a price based on value—and
leave so-called professional selling
skills of features and benefits where
they belong: downstairs where price
determines purchase and low margins
can eat you alive."
—UNION CARBIDE
Mack Hanan is a world-famous
growth adviser to both Fortune 500
and growing companies. He has
written more than ten books, includ-
ing Consultative SellingTM, Growth
Partnering , Tomorrow' s Competition,
and prop
AMACC
(all
SM SAL
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9 780814 47828B
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