Key Account Management

Introduction:

Key accounts are not only your most valued clientele, but are also the accounts most likely targeted by your competition. Therefore, it is of significant importance to continuously advance one’s skills in developing and managing key accounts, to ensure you can retain your most important clients and simultaneously maintain your organisation’s long term viability.

This programme will give these account managers the opportunity to practice, refine and build their skills and learn to effectively implement KAM principles in target accounts.

Benefits:

• Retention of key clients
• Increased sales
• Improved margins
• High levels of customer loyalty

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)

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

Key account relational development model

• Business partnership defined
• The partnership skill set
• 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 Key Account Planning process (KAP)

• Two layers of planning
• Prioritizing efforts
• Important business analysis
  • Customer analysis
  • Past business analysis
  • Competition analysis
• Identifying opportunities
  • ‘SWOT’ analysis
• Developing account strategy

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