Successful shaping of key accounts
Successful account managers show leadership by their customers: they do not adapt their organizational processes to that of the customer. But they select and shape key accounts. In order to accomplish this, they need to engage in innovative account planning methods and this takes place through influencing specific people in the customer’s buying center in which these people -- like buyers -- are socially connected (social networks). Verbeke explains clearly what actually is shaping of key accounts and uses specific shaping methods. In addition, this shaping of key accounts only occurs via the implementation of account management systems. Finally, the emphasis is placed on street-smartness and emotional intelligence, both of which are key capabilities for the contemporary key account manager. Verbeke provides the reader with a new perspective on the scientific discipline around account management and therefore the book is a must for every account manager.