Key Account Management Training

Key or strategic accounts are your most important clients. Not only are they your most important clients they are also the ones at most risk of attack from your competition. If they are important to you then they will certainly be attractive to your competitors. Therefore managing and developing key accounts is an essential skill if we want to stay ahead of the competition!

Do you know who your key clients are?

Do you have the right management structure and adequately trained personnel to retain and grow your key accounts?

Are you successfully winning over your competitors’ key accounts?

Day to day activities of your second-tier accounts can often distract you from looking after your most valued clients. Management of your key accounts (KAM) cannot be left to chance or the potential consequences could be disastrous. Developing strategic account management techniques and key account managers should therefore be a priority in ensuring you not only protect existing clients from competitive attack but more significantly build long and sustainable relationships resulting in improved sales, margins and customer loyalty. Understanding and practicing key account management principles is essential for the long term viability of any organisation faced with a fast moving and competitive environment. Equally important is the identification and strategic implementation of KAM principles in target accounts.

In this workshop you will develop KAM skills learning how to effectively manage your most valuable existing and prospective accounts.

• How to evaluate the fundamental attributes of a key account
• Assign a tangible value to any account
• Define roles and responsibilities of key account managers
• Evaluate a client business environmental analysis
• Assess client organisational culture and its fit with your organisation.
• Research clients financial performance and future business objectives
• Create a client SWOT analysis
• Develop a Competitor Matrix
• Pareto Analysis of accounts
• Create a contract matrix and ensure all team members are aware of their roles and responsibilities.
• Establish a buying needs matrix
• Motivational theory and its relevance to maintaining good client relationships
• Understand buyer motivation and how you can influence it
• How to effectively network the account
• Maintain team focus whilst meeting account objectives
• Influence and Authority and its impact on account activity.
• Build barriers to competitive attack
• Understand the importance of product development within a key account
• Build a robust and implementable ten point client plan

In company bespoke programs

Have more than six members of staff who could benefit from developing skills in key account management? We can develop a bespoke program for you which can be facilitated on your premises - we come to you. Our in house cost effective key account management workshops can be tailor made to any specification and made relevant to industries served. Our experienced consultants are available to discuss your specific requirements. Contact Peter on 07818 244084 to arrange a free consultation.

Key Account Management Open Course Schedule

Download course outline

Delegate fees includes lunch, refreshments, workshop manuals and experienced facilitator.

Maximum number of delegates is ten to ensure effective interaction between participants and facilitator.