5.2 Key accounts business analysis

An in-depth understanding of the KA’s business processes is essential. It is the prerequisite to be able to focus specifically on sales proposals that are in line with what the account wants to fix, achieve or avoid. In order to understand the whole set of customer requirements various analyses need to be carried out. Subsequently, the objectives and action planning is then thoroughly implemented. Figure 15 gives an overview of this total process, which is called the strategic partnership process.

Figure 15: Strategic partnership process (Source: Self-made layout)

The individual elements of the strategic partnership process are outlined in detail in the next sub-chapters.