Course Details
Course Outline
5 days course
Key account Strategy and Customer Understanding
- World Class Key Account Management (KAM)
- The Relationship Development Model (RDM)
- Managing the Key Account Portfolio
- Understanding the customer’s world
KAM Strategies, Mapping and Value Propositions
- Developing KAM strategies
- Relationship Mapping
- Breakthrough value propositions
Selecting Key Accounts
- They are not all Key Accounts
- What do we do about all the others?
- How many Key Accounts should we have?
- It is not about who is the Key Account, it is about do they believe you are a Key Supplier?
- Classifying our Accounts Process
- Classifying our Accounts Exercise
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
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
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
