Effective Major Account Sales Management

Colletti, Jerome A.; Tubridy, Gary S.
August 1987
Journal of Personal Selling & Sales Management;Aug87, Vol. 7 Issue 2, p1
Academic Journal
The article discusses factors contributing to effective major account sales management. A national or major account sales program is widely accepted among marketing managers as an important competitive strategy. This is because, in some industries, sales to major customers represent 25 percent to 40 percent of company revenue. Since the mid 70s, the use of major account sales programs has grown significantly. The sales management literature has not kept pace with the increased use of major account selling. Highly regarded sales management textbooks devote relatively little attention to this subject. The words "national" and "major" are used interchangeably in the literature when referring to this type of specialized selling. The researchers prefer the term "major" for an important reason: increasingly, companies are taking a global view of their largest customers. In their judgment, thinking about customers as "national" accounts may be too limiting for purposes of a company's overall marketing strategy. Three major research reports have been published in the last three years about major account sales management. These reports, both individually and collectively, provide the most comprehensive treatment of the subject.


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