Today’s Key Account Manager needs a clearly defined, timely and dynamic approach to the planning process not just for the present but also especially for the future.

This program offers an insight into the key strategic and operational processes as well as the marketing principles that will enable delegates to understand the importance of getting the strategy right and achieve.

These are delivered in short modules of 3 hours each

Modules Contents

Key Account Manager Skill Development by Modules

The Roles and Skills of a Successful Key Account Manager
-The Ladder of Goodwill
-Why Key Account Customers Buy - Increase/Reduce Theory

Situational Analysis
-Your business
-Your market
-Design Your Key Account Matrix Model

Preparing Your Key Account Strategy
-Strategic Key Account Thinking and Strategic Planning
-Strategic Key Account Goals
-Operational Key Account Objectives and How to Achieve Them
-Developing Key Account Initiatives
-Managing Key Account Relationships
-Activating your team towards Key Account thinking

Implementation, Planning and Account Penetration
-Closing the Key Account Gap, Individual Gap Analysis
-Stepping Stones to Implementation of Account Penetration
-Measuring Key Account Progress against Objectives
-PERT and Gantt Charts with Key Account Strategies
-Responsibility and Involvement Matrix

Understanding the Marketing Process with Key Accounts
-What is Key Account marketing?
-Marketing Mix and cross Selling
-Some of the Key Initiatives and Principles of Key Accounts

Managing Key Account Buyer Relationships
-How and Why People are influenced by Different Factors
-Know the core customer characters and how to influence them
-Causes of Buying Stress for Key Accounts
-What Motivates People towards decisions
-Match your business to Key Account focus
-Balancing the Pareto Principle of Key Accounts

Designing and Presenting Winning Proposals
-Elements of a Winning Proposal for Key Accounts
-Systems for creating Winning Proposals

The Benefits of a Well Managed Key Account Meeting
-A Key Account Meetings Model
-Key roles & influence tools
-Use Your Agenda to Your Advantage
-Setting Priorities and Processes for Key Account Client Meetings

Real reasons why you should attend:

• Select the right new and major growth customers for your business
• Identify your strategic accounts and their pressure points today
• Optimise your current accounts with joint leverage
• Implement strategies for client consolidation to better accounts
• Create new alliances with more strategic major corporations
• Develop new strategies to target potentially lucrative markets
• Use client segmentation for sustained sales optimisation
• Prepare sales engagement models and tools for this market
• Deliver highly persuasive value propositions in this market
• Master ways to add real value to your customer’s bottom line
• Open mutually advantageous relationships for business building
• Concentrate and hone your limited resources for the best returns
• Sell customers on bottom line profit improvement and support

Who Should Attend?

• Client Service Managers,
• Account Directors,
• Account Managers,
• B2B Customer Relationship Managers,
• Sales Professionals,
• Business Development Professionals,
• Key Relationship Managers,
• Supplier Relationship Managers,

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