Who should attend
- The seminar is especially designed for key account and sales force managers in charge of developing and targeting customer relationship programs
- For any manager determining the criteria for developing a key/strategic account program, and which customers should be included in that program.
- All decision-makers involved in supporting key/strategic account and customer relationship management programs can benefit from attending this seminar.
About the course
Aims to support HR professionals develop effective L&D strategies for their teams and coordinate recruitment and selection processes more effectively. Building quality key account strategies is the heart of successful business marketing programs. The role of the sales force in establishing and nurturing these relationships is vital. The sales environment is rapidly changing. Long selling cycles, complex propositions, and high value sales make new methods necessary. This seminar provides the latest thinking in key account and customer relationship strategy for companies who want to differentiate their product and service by value-added elements tailored to customized solutions for key customers.
## Course Objectives
By the end of the program, participants will be able to:
Improve margins and keep more profit.
Prioritize efforts for maximum results.
Develop a sales plan for each strategic (key) account to fully satisfy client needs and maximize customer value.
Lead the buying process and close more sales.
Maximize human capital utilization.
Identify, evaluate and prioritize opportunities for business and relationship development
## Course Outline
Key Account (KA) Management
Definition of Key Account Management
Setting the Rules for Qualifying Key Accounts
Overview of Key Account Management: Business Perspectives and Trends; Customer Expectations; Profitable Growth Strategies
The Key Account Management Function and the Sales Department Structure
Account Analysis: A Necessary Step Towards Defining and Selecting KA (KAM)
The Single-Factor Model
The Portfolio Model
The CALL PLAN Model
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
Pre Relationship Stage
Early Relationship Stage
Mid Relationship Stage
Partnership Relationship Stage
Synergetic Relationship Stage
Reasons for Divesting Partnerships
Evaluating your Current Partnership Level with Key Accounts
The Account Planning Process (KAP)
Account Planning Process Criteria
Analyze the Customer, Past Business, and Competition
The Competitive Analysis Matrix
The Customer Expectation Benchmark Matrix
Developing Account Strategies
Use of SWOT and TOWS Analysis
Strategy Development Tools
Template for Key Account Management Planning
Creating a Performance Measurement Dashboard for Individual Key Accounts
The Critical Role of Key Account Managers (KAD)
Understanding the Role and Responsibilities of Key Account Managers
Building and Leading Effective Key Account Teams
Maximizing Sales through Effective Negotiation
Negotiation Skills and Tactics
Building Long-Term Customer Relationships and Trust
Understanding the Importance of the Customer Service Function in KAM
Relationship Selling: Rethinking the KA Sales Force
Performance Challenges and Measurement Criteria
Presentation Skills for Key Account Managers
Videos and materials
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.