Key Account ManagementSales

Introduction

Managing key account the right way is a critical function of any customer-oriented business. Selling to these existing customers is one of the biggest untapped opportunities for revenue growth. Top performers in key account management experience significant revenue growth, higher profitability and greater year on year customer satisfaction.

This course is structured to enable participants to acquire the critical knowledge and skills needed to turn customer growth opportunities into growth realities. Participants will learn proven methodology and techniques in key account management that will allow them to systematically break new grounds.

Key Takeaways

Upon completion of this workshop, participants will be able to;

• Understand how to develop a key account management framework
• Understand what it takes to manage key accounts
• Learn innovative techniques to acquire deep customer understanding
• Learn critical tools to drive growth with key accounts
• Learn goal setting and segmentation methodology on key accounts
• Learn to develop a custom business plan
• Learn performance review techniques and refinement on the business plan
• Increase the rate of success to achieve desired results with key customers

Who Should Attend

Executives, Managers, Supervisors, Team Leaders, Frontline and Support Staff from diverse industries.

Programme Outline

Module 1: Introduction

• Training objectives
• Learning outcomes

Module 2: Definition and Model

• The rationale behind KAM: Why is it essential? How does it contribute?
• Learn the difference between traditional selling
• How to create/understand the vision, objectives, benefits?
• Learn about KAM model

Module 3: Roles & Competencies

• What are the attributes that a key account person should have?
• Mindset: understand the key account mentality
• What are the accountabilities & competencies

Module 4: Customer Understanding

• Understanding the customer’s organisation
• Learn how to identify needs & objectives
• Understand the buying process of the customers
• Understand why decision making is important
• Leveraging on SWOT
• How do we use the Empathy Map to understand our customers?

Module 5: Customer Understanding part 2

• Techniques to create Rapport building
• Learn questioning techniques
• Understand how active listening works
• Reflection on the 1st-day workshop

Module 6: Selection & Prioritization

• How to optimize the selection process?
• Learn segmentation methodology
• What are Growth Strategies to use?

Module 7: Defining Goals

• Learn techniques for setting goals
• How to maximize success with these goals?

Module 8: Business Planning

• Understand the importance of a customer business plan.
• What to include? Ability to create one.

Module 9: Alignment & Value Creation

• Learn how to communicate the value
• Understand the steps to create value

Module 10: Execution

• Learn techniques on effective execution
• Enforce key account managers as leaders. How?

Module 11: Performance Review

• Learn new ways of effective performance measurement
• Adjusting. How? What?

Methodologies

Lecture, Group discussion, Questionnaires/ Self-evaluation, Videos, the Hands-on exercise.