Course description
Key Account Management (KAM) is systematic process of engaging and managing specific group of existing customers. It assists to define, understand and achieve a set of goals which mutually benefits organization and customers. The KAM process helps in engaging customers and nullify competition with respect to the customer account, where the ultimate goal is maximizing the revenue.
KAM is actually an approach to develop long term relationship with strategic important customers to optimize value and achieve mutually beneficial goals. These customers account for a significant volume of business and profit and hence require attention, effort, time and resources to grow and retain.
Key Account Management training course training will explore best practices and help delegates highlight where their skills and practices must be developed. In this Key Account Management course you will develop essential key account management skills, learning how to effectively manage your most valuable existing accounts, leading to improved customer satisfaction and increased customer loyalty.
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 of managing them. The course also provides a strong focus on quantitative approaches to account qualification and account planning best practices.
Upcoming start dates
Upcoming start dates
Suitability - 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.
Outcome / Qualification etc.
At the end of this keyAccount 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
Training Course Content
Day 1
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
Day 2
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
Day 3
Understanding our Key Accounts, How they work and what theyreallywant
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
Day 4
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
Day 5
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
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London Premier Centre
London Premier Centre is a UK leading training provider based in London and specialises in international short courses. Our inspiring, comprehensive portfolio of more than 400 professional development courses and seminars covers a wide range of professions from Administration, Leadership,...