In addition to key account managers and sales managers, this course is targeted at cross-functional personnel who seek to understand modern customer management practices to improve cross-functional support and develop personal careers in key account management. 

This course is designed to transform participants into business advisors and high yielding and profit-generating relationship managers whom clients rely on and companies value. The course shows participants how to build long term, value-based relationships with large accounts, penetrate them for additional business, and maximize the revenue they generate while reducing the time and costs in managing them. The course also provides a strong focus on quantitative approaches to account qualification and account planning best practices.

•  Define the functions of key accounts and their importance for the commercial organization
•  Identify and prioritize key accounts to measure their profitability and qualify that they are strategic importance for the company
•  Classify the different levels of customer relationships to enhance the way they interface with customers
•  Develop customer-focused plans and strategies needed in the development of key accounts
•  Build core key account competencies to meet the ever-changing challenges in the market

The course includes self-assessment tools, planning and analytical templates, and psychometric self-assessment instruments to measure personal abilities to accommodate different personality styles. Group exercises and case studies will also be integral parts of the training methodology used.  

Module 1: Key Account Management (KAM) defined

•  The changing nature of sales force activity
•  Definition of Key Account Management
•  Criteria for qualifying Key Accounts (KA)
•  Strategic accounts versus Key Accounts
•  Objectives of KAM
•  Managing customer profitability and Customer Relationship Management (CRM)

Module 2: Account Analysis: Defining and Selecting KA

•  KAM: best-practice actions
•  Account analysis Insights
•  Account analysis Methods

               (a) The single factor models

               (b) The portfolio models

               (c) The decision models

•  Important 'KPIs' for KA qualification   

                 (a) Computing the cost per call

                 (b)Break-even sales volume

                 (c) Result based simulation

Module 3: Key Account Relational Development Model

• Business partnership defined
• The partnership skillset
• The KA relational development model

               (a) Pre-relationship stage

               (b) Early relationship stage

               (c) Mid-relationship stage

               (d) Partnership relationship stage

               (e) Synergetic relationship stage

• Reasons for divesting partnerships
• The KA quiz

Module 4: The Key Account Planning Process (KAP)

• Two layers of planning
• Prioritizing efforts
• Important business analysis

                   (a) Customer analysis

                   (b) Past Business analysis

                   (c) Competition analysis

• Identifying opportunities

                  (a) 'SWOT' analysis

• Developing an Account Strategy

                 (a) 'TOWS' analysis

Module 5: The Critical Role of Key Account Managers

• Understanding the role and responsibilities of Key Account Managers
• Harnessing daily to-do-lists to optimize Sales Productivity
• Identifying and working with different personality styles
• Presentation skills for Key Account Managers