Key Account Management Training

Key or strategic accounts are your most important clients. Not are they only 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 are certainly important to your competitors. Developing key accounts is essential 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 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 KAM 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 prospect accounts. In this training module your will develop KAM skills and learn how to effectively manage your most valuable existing and prospect accounts.

• How to evaluate the fundamental attributes of a key account
• The role and responsibilities of account managers
• Evaluate a client 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
• 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
• Buyer motivation and how you can influence it
• Networking the account
• Influence and Authority matrix