Course description
The world changes and the sales environment is rapidly changing too. We need to identify, develop and deliver new methods so we are ready to face sales characterised by complexity, long cycles and high demand.
KAM is actually an approach to develop long term relationship with strategically 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.
Through Key Account Management: Prioritise and Create a Profitable Environment training course you will have a better understanding of the latest thinking in key account and customer relationship strategy and customer segmentation for companies and individuals who would like to make a difference in this competitive and fast-changing world.
Upcoming start dates
Upcoming start dates
Suitability - Who should attend?
Key Account Management: Prioritise 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
Outcome / Qualification etc.
By the end of the Key Account Management: Prioritise and Create a Profitable Environment trainingcourse, 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.
- Recognise, assess and prioritize opportunities for business and relationship development.
Training Course Content
Day 1
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.
Day 2
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.
Day 3
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.
Day 4
The Key Account Planning Process (KAP)
- Account Planning Process Criteria.
- Analysing 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.
Day 5
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
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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,...