Key Account Management

2 Day Workshop

Target Groups

New managers who wish to learn more about how to manage and develop key accounts.
Sales people currently involved in key account management who wish to explore different approaches that can improve the management and development of key accounts.

Course Objectives

Participants will learn:

• an overall robust approach to the management and development of key accounts
• how to evaluate potential and prioritise their efforts to maximise success
• how to better analyse and understand decision-making in the account and to select successful strategies for account development
• how to network and manage multiple relationships
• ways of making the product/service more attractive to the key account
• the “must dos” in negotiating with key accounts
• how to formulate a key account plan

Outline Programme

Introduction and aims & objectives of workshop

Ice-breaker

The benefits of KAM

We look at what organisations that practise KAM identify as the benefits

• An approach and process for KAM
  We look at a robust approach and process that can help participants get the best from key account management                                                                                                           

• The Role of the Key Account Manager
  We identify the changing focus of the Key Account Manager’s role during account development and the different skills required.                          

• KAM Relationship levels
  Practical tools for assessing where you are with a key account and what potential it has.                                            

• KAM Selection & Development Strategies
  Practical tools and techniques for selecting key accounts, prioritising development effort and maximising potential.                                                         

• Entry & Development Strategies
  Looking at the issues of entry and development and strategies that increase the chances of success

• The Buying Decision & process
  Tools for understanding the buying process and aspects that must be covered if the Key Account Manager is to be successful.

• Purchasing, Supply Management,Value Chains & the purchase decision
  Ways of gaining a greater insight into what drives the purchase decision in the client organisation.

• Influencing the Purchase Decision                                
  Tools for analysis of the who, what, why and how of the purchase decision and strategies for influencing the DMU

• Tools for enhancing the attractiveness of your Product/Service offering
  Including 3 product/service dimensions, Positive Impact Analysis & the  Value Proposition.                                                     

• Negotiating with Key Accounts
  The “must dos” of negotiating with key accounts.                                                                                

• Key Account Plans 
  The benefits of having key account plans
  Formats for key account plans                                                     

• Action Planning and next steps
  Participants plan actions to implement back at work.

• Workshop evaluation

• Close of workshop