KEY ACCOUNT MANAGEMENT SKILLS & STRATEGIES WORKSHOP

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Why Attend

This course is designed to transform participants into business advisors and high-yielding and profit-generating relationship managers whom clients rely on and companies value. The course shows participants how to build long-term, value-based relationships with large accounts, penetrate them for additional business, and maximize the revenue they generate while reducing the time and costs in managing them. The course also provides a strong focus on quantitative approaches to account qualification and account planning best practices.

Event Date: 23/10/2023 – 25/10/2023

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Overview
Course Outline

Module 1

Key Account Management (KAM) defined

The changing nature of sales force activity
Definition of key account management
Criteria for qualifying Key Accounts (KA)
Strategic accounts versus key accounts
Objectives of KAM
Managing customer profitability and Customer Relationship Management (CRM)
- Definition and goals of CRM
- The value of loyalty
- Acquisition costs and lifetime value (LTV)

Module 2

Account analysis: defining and selecting KA

KAM: best-practice actions
Account analysis insights
Account analysis methods
- The single factor models
- The portfolio models
- The decision models
Important ‘KPIs’ for KA qualification
- Computing the cost per call
- Break-even sales volume
- Result based simulation

Module 3

Key account relational development model

Business partnership defined
The partnership skillset
The KA relational development model
- Pre-relationship stage
- Early relationship stage
- Mid-relationship stage
- Partnership relationship stage
- Synergetic relationship stage
Reasons for divesting partnerships
The KA quiz