For those of you that are new to the FMCG retail environment, key account management is a term often used in the FMCG retail environment. By definition, key account management is a term used for business to business sales. And this is often the case because key account management plays a very important role especially if you are trying to venture into the FMCG business. Key accounts in Malaysia’s FMCG retail environment are hypermarkets and supermarkets such as Giant, Tesco, Aeon to name a few. If you would like to know more about the modern trade environment, read more here.
Hence, sales people that are managing these accounts are usually referred to by Key Account Managers or Specialists. Depending on the scope of the business involved in a company, some arrange for a few people to be managing these modern trade accounts whereas some are exclusively dedicated to the specifically one or two accounts only. Depending on your company’s setup and business size, getting the right and experienced people to manage the key accounts are important as they will be able to get in touch with the right buyers and with good relationships with the buyers, he/she will be able to negotiate best deals for your company