Key Account Management
Who should attend?
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. 
2 Days
Programme Overview
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.  
Course Outline

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

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