The nature of sales has been dramatically changing from transactional to relationship based business development. This paradigm shift in business development requires new competencies and increased involvement with customers. Achieving an integrated approach to the development of individual customers of strategic importance to a supplier – especially in today’s ever changing, turbulent times is now more essential than ever before.
Key Account Management and its relatives Global Account Management, and Strategic Account Management are among the most important topics in business at this time.
Even in periods of economic downturn, the opportunity for real gains in business exist. But without having the proper tools, techniques, and strategies for looking after the most important customers, businesses will fail.
However, a downturn does not last forever. Likewise, in the middle of economic boom-times, companies that do not know how to manage and control their own activities in respect to the various strata of their customer bases will fail or, at very best, hugely sub-optimise the gains they may otherwise have made. In short, no matter what the state of the economy, Key and Strategic Account Management are critical skills and strategies for any company in our connected world.
How Mature is the KAM Function in Your Company?
Litmus Test for Organisations:
- Do all senior managers talk openly and frequently about key customers and their key account managers?
- Is the company prepared to invest in key customers (against a business case with returns expected beyond 1 year)?
- Do strategic account plans play a major part in the corporate planning process?
- Do you measure the profitability of key customers (beyond gross margin)?
- Are key account managers properly equipped to carry out their role in terms of skills and competences?
…and the same for Key Account Managers:
- Can you name all the account team members and define their roles in the relationship with the customer?
- Is your strategic account plan completely planned out, live, and up-to-date?
- Do you have a business-focused relationship with one or more of the customer’s Board Directors?
- Would your customer rate your understanding of their marketplace and their business at or over 8/10?
- Can you define the added value you brought to the customer in the last year?
If any answer for the above questions is ‘NO’ this course is for you! Join this high level virtual course and start maximising the profit from your most valuable accounts!
At the End of this Course, You Will Learn To
- Develop a framework for key account selection & how to determine your key accounts
- Analyse buying behaviour patterns within existing clients to increase frequency of sale
- Create a strategy to up-sell & cross-sell effectively to drive increased revenues
- Develop a strategy to increase retention & decrease attrition
- Create a bespoke account plan for your company which can be used to drive profitable revenue
- Develop a strategic review process to ensure you are communicating with your key accounts
- Develop a communication plan for your existing client base to increase loyalty
- Create a development plan to ensure your account managers are building their skills & your key accounts
Participants in this course will receive a thorough training on the subjects covered by the course with the instructor utilizing a variety of proven blended learning teaching and facilitation techniques. The methodology includes;
- Live instructor-led lectures with live Q&A
- Modules and assignments to complete online between lectures
- Videos & case studies
- Downloadable tools and templates for completion
Who Should Attend?
This course is suitable for a wide range of professionals, but those who will greatly benefit include:
- Key Account Managers
- Global Account Managers
- Sales Directors
- Marketing Leaders
- Customer Service Heads
- Business Development Executives
Week 1 4
Agile KAM in Uncertain Times and the Fourth Industrial Revolution
Week 2 4
Revisiting the Client Prioritisation Matrix
Week 3 4
How to differentiate your offer in the current environment?
Week 4 3
Building Robust Relationships in the New Idiom
Week 5 3
Building the Campaign