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Weiterentwicklung von Bestands-Schlüsselkunden

In: Neue Wege im Key Account Management

Author

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  • Oliver Büchel

    (Oliver Büchel Vertriebsberatung)

Abstract

Zusammenfassung Der Ausbau von bestehenden Schlüsselkunden ist mehr als reines Farming. Im Key Account Management muss auch bei bestehenden Kunden Neukundengewinnung betrieben werden. Ansonsten droht die Gefahr, dass die Umsätze bröckeln oder den Kunden komplett zu verlieren. Zur Weiterentwicklung von Bestandskunden im KAM-Umfeld kommt es vor allem darauf an, die Kunden zu Wiederholkäufen zu animieren, Cross-Selling zu betreiben und komplett neue Kundenbereiche zu erschließen. Wer sinnvolle Anreize für Schlüsselkunden schafft, hat es auch einfacher in der Kundenrückgewinnung.

Suggested Citation

  • Oliver Büchel, 2023. "Weiterentwicklung von Bestands-Schlüsselkunden," Springer Books, in: Neue Wege im Key Account Management, chapter 0, pages 201-208, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41850-2_7
    DOI: 10.1007/978-3-658-41850-2_7
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