CORE COMPETENCIES OF KEY ACCOUNT MANAGERS

Abstract

The key account management profession has not been extensively researched in South Africa. Consequently, a need has arisen to identify the competencies required of key account managers in the Fast Moving Consumer Goods (FMCG) industry of South Africa, where this profession is most prevalent. The purpose of this study was to identify the required competencies to be successful in key account management, to determine the rank order of these competencies according to importance, as well as to determine to what extent these competencies are executed in the profession. Finally, the gaps were identified for each competency between the level of Importance and Evidence. The main findings of the research were that Competitor Knowledge, Selling and Negotiating Skills, Good Administration Skills, Integrity, Customer Knowledge and Understanding, Trust, Strategic Ability and Active Listening Skills are the most important competencies where focus should be placed to train and develop key account managers further