KEY ACCOUNT MANAGEMENT

KEY ACCOUNT MANAGEMENT

Effective Key Account Management reaches inside both the seller’s and buyer’s organizations, making the KAM role more complex and difficult than regular sales activity. The Account Management training course is tailored towards sales people at any level, who actively deal with relationship building as part of their sales role, managing multiple accounts. Given that 80% of sales generally come from 20% of clients, organizations naturally dedicate a larger portion of their resources to those clients representing the most value. This programme will equip account managers with the skills and tools to develop and implement detailed dynamic account strategies and plans for their key accounts.

  • Account Management – It’s Big Business
    • The profile of a key account
    • Selling and account management – the difference
    • Account manager – your role and responsibilities
    • Prioritizing – Who are the key accounts?
  •  Research your customers profile and position
    • Investment versus return – get your -priorities right
    • Assess your strengths, weaknesses and unique advantages
  •  Planning a Key Account Strategy
    • Be clear about the potential of each account
    • How to develop a key account over the long-term
    • Recognizing threats and dealing with them
    • Setting specific goals and objectives for each meeting
  •  Relationship Management
    • Understanding the organizational structure of your account
    • Influencing and negotiating with multiple contacts
    • Networking within your account
  • From Relationship to Partnership
    • Strengthening the relationship through regular contact
    • Alliances across an organisation to maintain preferred supplier status
    • Constructing strategic service level agreements
  • Teamwork to Support Key Accounts
    • Planning how to support your key accounts
    • Identifying and overcoming internal barriers that prevent quality support
    • Ensuring all support staff play a key role in servicing your major accounts
    • What to expect of customer service staff
    • Motivating staff within a positive team culture

By the end of the course, participants will be able to:

  • Gain a deep understanding of the total process of key account management
  • Learn to focus your time and attention appropriately in the development of key accounts.
  • Adopt a strategic and consultative approach towards managing all accounts
  • Deliver maximum revenue from across their client portfolio, both new and existing
  • Invest in and develop existing relationships to move from supplier to partner
  • Upsell and cross-sell across the business portfolio, delivering solutions to your clients
  • Tailor and personalize their selling approach to match the needs, industry and culture of each individual client
  • Be empowered to shape, influence and control the decision-making process
  • Maximize each and every client relationship to ensure long-term success