Key Account Management Workshop

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.

Course Methodology

The course includes self-assessment tools, planning and analytical templates, and psychometric self-assessment instruments to measure personal abilities to accommodate different personality styles. Group exercises and case studies will also be integral parts of the training methodology used.

Course Objectives

• By the end of the course, participants will be able to:
• Define the functions of key accounts and their importance for the commercial organization
• Identify and prioritize key accounts to measure their profitability and qualify their strategic importance for their company
• Classify the different levels of customer relationships to enhance the way they interface with customers
• Develop customer-focused plans and strategies needed in the development of key accounts
• Build core key account competencies to meet the ever-changing challenges in the market

Target Audience

In addition to key account managers and sales managers, this course is targeted at cross-functional personnel who seek to understand modern customer management practices to improve cross-functional support and develop personal careers in key account management.

Target Competencies

• Account planning
• Sales forecasting
• Networking skill
• Cost to serve computations
• Account classification mode
• Presentation skills
• Time management
• Relationship management

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 quizzes