Key Account Management

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 customer retention, improved sales, margins and ongoing 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.

Key Account Management Training

In this two day key account management workshop you will develop KAM skills learning how to effectively manage your most valuable existing and prospective accounts leading to improved customer retention and increased customer loyalty.

• 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 Contact Matrix and ensure all team members are aware of their roles and responsibilities.
• 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
• Use account planning tools to build a robust and implementable ten point client plan

Download key account management course outline

Cost:
£650 per person.

Use the promo code easter2468 to gain a 25% discount.

Book:
To book a place, download and send a completed booking form.