Key Account Management

Courses Syllabus

Introduction

This program is designed for:

Account managers, sales managers, sales people who are managing “Key Accountsâ€Â or have limited experience in managing customers in a Business to Business environment.

Objectives

• Produce better margins and make more profits.
• Devise action plans to prioritize efforts for maximum results.
• Develop a sales plan for each strategic (key) account to fully satisfy client needs and maximize customer value.
• Understand the buying process and close more sales.
• Identify, evaluate and prioritize opportunities for business and relationship development.

Content

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

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
• Analyzing 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

The Critical Role of Key Account Managers

• Understanding 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