Course Details
Course Outline
5 days course
What is Key Account Management (KAM)?
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Explaining Key Account Strategy
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Developing a Key Account Management (KAM) Strategy
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Why do it?
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What is involved?
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Who is involved?
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How do we execute a Key Account Management (KAM) strategy?
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Pitfalls and Traps to Avoid
Account analysis: defining and selecting KA
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KAM: best-practice actions
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Account analysis insights
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Account analysis methods
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The single factor models
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The portfolio models
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The decision models
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Important 'KPIs' for KA qualification
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Computing the cost per call
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Break-even sales volume
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Result based simulation
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Understanding our Key Accounts, How they work and what they really want
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Account Segmentation
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Understanding the Customer’s Decision-making Process
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Understand What Drives the Customer
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How to Build Compelling Value Propositions for Each Type
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Understanding the Customer’s Internal Politics and How to Harness Them
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Understanding the Macro-environment and How It Affects Each Customer
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How to Be Persuasive
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How to Develop Compelling Customer Propositions
Leading a Key Account Management (KAM) Team and Leading Ourselves
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The Competencies and Characteristics of Great Key Account Managers
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The Skills Required to Manage Key and Global Accounts
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Recruiting Great Key Account Managers
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Personality Types of Great Key Account Managers
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Coaching and Mentoring Key Account Managers
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Communication and Persuasion Skills for Key Accounts
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Consultative Selling Skills
Implementing Your Key Account Management (KAM) Strategy
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Building Trust
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Using Social Media in Each Segment
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Resourcing for Key Account Management (KAM)
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Account Objective Setting
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Putting Your Key Account Management (KAM) Plan Together
