Strategic Key Account Management Course
Short Courses
Hundreds of business-to-business (B2B) studies have proven that there is about 500% better return when retaining a B2B customer, than acquiring a new customer. To understand Key Account Management (KAM), we must factor in that 20% of our customers give us 80% of our business. Therefore, in KAM we focus on the 20 percent—the profitable few—and make sure you don’t just retain that business, but grow it. Ask yourself, “How can I maximize my time?” The answer may be to spend 20 percent of your time acquiring some new attractive KAs too. The goal of this course is to turn participants into business advisers and high-yielding, lucrative relationship managers who clients trust and value. Through dozens of practical strategic-maps (exercises), the training provides a step-by-step guide to analysing and growing existing and high-potential accounts. Participants will learn how to construct account development plans, build strong business relationships with accounts, and profitably implement retention methods. A PowerPoint KA Plan template will also be provided. The training also emphasises quantitative Excel approach to account qualification (feasibility calculations), which is critical for expanding and retaining strategic accounts.
COURSE OVERVIEW
At the end of the programme, delegates will be able to:
- Apply the new basics of selling (CUSP Sales System)
- Understanding the key principles and concepts of strategic key account management (KAM), including the importance of customer segmentation, value proposition, and relationship management.
- Developing the ability to analyse customers and identify opportunities for growth and value creation.
- Learning how to develop and implement a key account plan (KAP) that aligns with the overall business strategy and objectives.
- Enhancing communication and negotiation skills to effectively engage with key stakeholders within customer organizations.
- Developing the ability to build and maintain strong relationships with key accounts, including the ability to manage conflicts and resolve issues.
- Learning how to measure and track key performance indicators to evaluate the success of strategic account management initiatives.
- Developing a deep understanding of the competitive landscape and market trends that impact strategic account management.
- Enhancing leadership skills to effectively lead cross-functional teams and drive collaboration across the organization.
- Understanding the impact of technology and digital transformation on strategic account management, and how to leverage digital tools to improve customer engagement and service delivery.
- Developing a strategic mindset and a customer-centric approach to business that can be applied across different industries and contexts.
Course Details
- Module 01: Key Account Management Core Concepts
- Module 02: Key Account Teams
- Module 03: Strategic Account Planning
- Module 04: Strategic Account Management Execution
- Module 05: Business Case Analysis (BCA)
