Key Account Management

This two module programme will equip account managers with the skills and tools to develop and implement detailed dynamic account strategies and plans for their key accounts. Using their own customers as case studies, participants establish how ‘best practice’ principles can be applied to managing their own key accounts whilst adding immediate value into their own organisations.

You will benefit by developing a relationship-based approach to the account management role, while mastering a wide range of transferable professional business skills. You will also learn how to develop strategic plans to realise your full potential and that of your portfolio.

Organisations will benefit from account managers taking an active role in the strategic management process, recognising potential in each account and developing their account portfolio. The organisation may realise higher turnover and profit, more structured and effective selling processes and a more ‘joined up’ approach to account management throughout the business.

Those responsible for managing face to face relationships with customers that have a significant impact on achieving the organisation’s business objectives. Participants should have three years sales experience, six months of which should ideally have been in an account management role. The course is also valuable for managers and directors intending to implement a key account management strategy within their organisation.

• Understanding the role and value of key account management.
• Transitioning from transactional to relationship selling.
• The KAM model.
• The key account manager role.
• Segmentation and identification of key accounts.
• Analysing the customer, existing and past business.
• Identifying opportunities for developing business.
• Developing strategies and a key account plan.
• Presentation of account plans.
• Communicating internally/externally.
• Understanding the DMU .
• Networking for account penetration.
• Managing ‘virtual’ teams.
• Measuring and managing customer expectations.
• Capturing account data.
• Measuring key account profitability.
• Monitoring achievement.
  

The delivery style will be interactive, challenging and involving, enabling delegates to relate the learning directly to their own customers and quickly add value back into their organisation. Delegates will use analysis tools and best practice planning methodologies to understand the potential in their businesses in group discussions and syndicate exercises, and will leave with a prepared strategic plan for a key account.