Key Account Management
Schedule & Fees
Start Date:
07 Oct 2024
End Date:
11 Oct 2024
Venue:
Amsterdam
Fees:
6100€
Select Other "city & date"
Key Account Management Course
Introduction:
Key Account Management (KAM) is a strategic process that focuses on effectively engaging and managing a specific group of existing customers. It aims to define, understand, and achieve mutually beneficial goals for both the organization and the customers. By implementing the KAM process, businesses can effectively engage customers, minimize competition, and ultimately maximize revenue.
KAM is an approach that aims to cultivate long-term relationships with strategically important customers, optimizing value and achieving mutually beneficial objectives. These customers represent a significant portion of the business's volume and profit, necessitating attention, effort, time, and resources for growth and retention.
Course Objectives:
At the end of this key Account Management training course training seminar, you will learn to:
- Implement the total process of key account management
- Classify all customers according to a proven, qualitative approach and develop strategies and tactics appropriate to all
- Focus resources, time and attention effectively in the development of key accounts
- Accurately identify those high return on investment opportunities that require and deserve special attention.
- Apply a systematic approach to producing sustainable, long term uplift with selected accounts.
- Create intimacy and move up to trusted advisor status through an understanding of the client’s business and marketplace.
- Build joint development plans and strategies with senior stakeholders.
- Improve the depth and breadth of contacts at all levels within the client, manage and control those relationships.
- Demonstrate ability and confidence in managing key accounts
- Demonstrate how to develop an Account pipeline for future growth
- Communicate more effectively with key customers
- Develop long-term mutually beneficial relationships
Who Should Attend?
Key Account Management training course, is ideal for :
- Sales people who are moving towards a more strategic approach to business development, taking on responsibility for expanding business with high potential accounts as well as further developing and securing important long-term partnerships.
- Suitable for key account managers, strategic account managers, global account directors, client care professionals, and relationship managers.
- Suitable also for experienced salespeople with key account responsibilities looking to gain more advanced skills in key account management and development.
Course Outlines:
What is Key Account Management (KAM)?
- Explaining Key Account Strategy
- Developing a Key Account Management (KAM) Strategy
- Why do it?
- What is involved?
- Who is involved?
- How do we execute a Key Account Management (KAM) strategy?
- Pitfalls and Traps to Avoid
Account analysis: defining and selecting KA
- KAM: best-practice actions
- Account analysis insights
- Account analysis methods
- The single factor models
- The portfolio models
- The decision models
- Important 'KPIs' for KA qualification
- Computing the cost per call
- Break-even sales volume
- Result based simulation
Understanding our Key Accounts, How they work and what they really want
- Account Segmentation
- Understanding the Customer’s Decision-making Process
- Understand What Drives the Customer
- How to Build Compelling Value Propositions for Each Type
- Understanding the Customer’s Internal Politics and How to Harness Them
- Understanding the Macro-environment and How It Affects Each Customer
- How to Be Persuasive
- How to Develop Compelling Customer Propositions
Leading a Key Account Management (KAM) Team and Leading Ourselves
- The Competencies and Characteristics of Great Key Account Managers
- The Skills Required to Manage Key and Global Accounts
- Recruiting Great Key Account Managers
- Personality Types of Great Key Account Managers
- Coaching and Mentoring Key Account Managers
- Communication and Persuasion Skills for Key Accounts
- Consultative Selling Skills
Implementing Your Key Account Management (KAM) Strategy
- Building Trust
- Using Social Media in Each Segment
- Resourcing for Key Account Management (KAM)
- Account Objective Setting
- Putting Your Key Account Management (KAM) Plan Together