Course Details
Course Outline
5 days course
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.
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.
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.
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.
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
