Advanced Key Account Management

Program Overview:

Key Account Management (KAM) relates to managing your clients effectively and successfully and nurturing a
healthy relationship with them. Learn the practical approaches to planning, analyzing, and implementing closer
relationships with your strategic accounts. This program will equip account managers with the skills and tools to
develop and implement detailed dynamic account strategies and plans for their key accounts. Using their own
customers as case studies, participants will establish how ‘best practice’ principles can be applied to managing their
own key accounts whilst adding immediate value into their own organizations

For whom:
This program is designed for those managing face-to-face relationships with customers that have a significant
impact on achieving the organization’s business objectives. The course is also valuable for key account managers,
sales managers, and directors intending to implement a key account management strategy within their organizations.
Learning objectives:
At the end of the course, participants will be able to:

■ Recognize which customers are key accounts.

■ Define the functions of key accounts and their importance for the commercial organization
■ Understand the scope of the key account management role

■ Recognize the stages of a key account relationship.

■ 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
Course outline:
Day 1: Key account relational development model

■ Business partnership defined
■ The partnership skillset

■ The KA relational development model

■   Mastering the Selling Process.

■ Reasons for divesting partnerships
Day 2: Understanding Key Account Management (KAM) Objectives

■ 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)

Day 3: Account analysis: defining and selecting KA
■ KAM: best-practice actions  Account analysis insights
o Account analysis methods  The single factor models,
o The portfolio models  The decision models:
o Important ‘KPIs’ for KA qualification
■ Computing the cost per call,
o Break even sales volume

Day 4: The Key Account Planning process (KAP)

■ Two layers of planning
■ Prioritizing efforts
o important business analysis

■ Customer analysis
o Using past business analysis

■ Competition analysis
o identifying opportunities  ‘SWOT’ analysis,
o Developing account strategy,
o ‘TOWS’ analysis

Day 5: The critical role of key account managers

■ Understanding the role and responsibilities of key account managers

■ Harnessing daily to-do-lists to optimize sales productivity
■ Identifying and working with different personality styles

■ Presentation skills for key account managers

Training Methodology
Lectures, discussions, exercises, case studies, audio-visual aids will be used to reinforce these teaching/learning