Key Account Management: Prioritise and Create a Profitable Environment
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Key Account Management: Prioritise and Create a Profitable Environment Course
Introduction:
In an ever-evolving world, the sales landscape is undergoing rapid transformations. To thrive in complex, lengthy sales cycles with high demand, we must embrace innovative methodologies. Key Account Management (KAM) is an approach aimed at nurturing long-term relationships with strategically vital customers, driving value optimization and mutual success. These customers represent a substantial portion of our business and profits, necessitating dedicated attention, effort, time, and resources for growth and retention. Let's adapt and excel in this dynamic sales environment!
Course Objectives:
By the end of the Key Account Management: prioritize and Create a Profitable Environment training course, you will:
- Handle better margins and make more profits.
- Devise action plans to prioritize efforts for maximum results.
- Gain State of art knowledge and tools for creating an effective key account management process.
- Gain a Strategic understanding on how to focus your time and attention appropriately in the development of key accounts.
- Gain Improved collaboration skills with key customers.
- Build up a sales plan for each strategic (key) account to fully satisfy client needs and maximize customer value.
- Comprehend the buying process and close more sales.
- Recognize, assess and prioritize opportunities for business and relationship development.
Who Should Attend?
Key Account Management: prioritize and Create a Profitable Environment training course is ideal for:
- Senior Sales Directors and Managers.
- Key Account Directors and Managers.
- Business Development Directors and Managers.
- Commercial Directors and Managers
Course Outlines:
Key Account (KA) Management (KAM)
- Definition of Key Account Management.
- Setting the Rules for Qualifying Key Accounts.
- CRM: The Key for Managing Customer Profitability.
- Linking CRM to KA Management and Customer Lifetime Value.
The Critical Role of Key Account Managers
- Comprehending 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.
Account Analysis: A Necessary Step Towards Defining and Selecting KA
- The Single-Factor Models.
- The Portfolio Models.
- The Decision Models.
- Cost per Call and Break-Even Sales Volume Computation.
- Selection Criteria and Measuring Attractiveness.
- Use of Resources versus Cost to Serve.
Key Account Relational Development Model
- Partnership Defined.
- The Partnership Skill Set.
- Pre-Relationship Stage.
- Early Relationship Stage.
- Mid Relationship Stage.
- Partnership Relationship Stage.
- Synergetic Relationship Stage.
- Reasons for Divesting Partnerships.
- The KA Quiz.
The Key Account Planning Process (KAP)
- Account Planning Process Criteria.
- Analyzing the Customer, Past Business and Competition.
- The Competitive Analysis Matrix.
- The Customer Expectation Benchmark Matrix.
- Developing Account Strategies.
- Use of SWOT and TOWS Analyses.
- Strategy Development Tools.
- Template for Key Account Management Planning.
KAM Strategies, Mapping and Value Propositions
- Developing KAM strategies
- Relationship Mapping
- Breakthrough value propositions
KAM Teams, The Customer’s View and Negotiation
- KAM Plan Surgery and feedbacks
- The Key Account Manager and Effective KAM teams
- Effective KAM Teams exercise
- The Buyer’s Perspective
- Negotiating with Key Accounts