Introduction
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 of managing them. The course also provides a strong focus on quantitative approaches to account qualification and account planning best practices.
Course Objectives of Key Account Management (KAM)
- Define the functions of key accounts and their importance for the commercial organization
- Identify and prioritize key accounts to measure their profitability and qualify their strategic importance for their 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
Key Account Management (KAM) Course Outlines
Day 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)
- Definition and goals of CRM
- The value of loyalty
- Acquisition costs and lifetime value (LTV)
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
Key account relational development model
- Business partnership defined
- The partnership skillset
- The KA relational development model
- 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)
- Two layers of planning
- Prioritizing efforts
- Important business analysis
- Customer analysis
- Past business analysis
- Competition analysis
- Identifying opportunities
- 'SWOT' analysis
- Developing an account strategy
- 'TOWS' analysis
Day 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
Credits: 5 credit per day
Course Mode: full-time
Provider: Blackbird Training Centre
