Key Account Management (KAM)

Introduction

This course is designed to transform participants into business advisors and high yielding and profit-generating relationship managers whom clients rely on and companies value. The course shows participants how to build long-term, value-based relationships with large accounts, penetrate them for additional business, and maximize the revenue they generate while reducing the time and costs of managing them. The course also provides a strong focus on quantitative approaches to account qualification and account planning best practices.

Course Objectives of Key Account Management (KAM)

• Define the functions of key accounts and their importance for the commercial organization
• 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

Key Account Management (KAM) Course Outlines

Day 1

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)

Day 2

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

Day 3

Key account relational development model

• Business partnership defined
• The partnership skillset
• 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 KA quiz

Day 4

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 an account strategy
  • '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