Key Account Management Programme
Maximise the potential of important customers through a dynamic account management process
Course Ref: 0180 | CPD Hours: 28 | Price: £ 2400(exc. VAT) | Member Price: £ 2160(exc. VAT)
4 day residential course – price includes full board, tuition and materials.
This course comprises two separate modules. Module one commences on the start date below, and lasts for two full days. Module two lasts for two full days finishing on the end date below.
We can also train a group, or customise a training course to your specific needs, please email us for further information.
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Modern business demands that account managers develop stable, long-term relationships with their customers. Key Account Management brings a professional, structured and strategic approach to the acquisition, management and development of customers. Only by understanding and employing these professional skills can account managers hope to realise the full potential locked in their key accounts.
This two module masterclass will equip account managers with the skills and tools to develop and implement detailed dynamic account strategies and plans for their key accounts. Using their own customers as case studies, participants establish how ‘best practice’ principles can be applied to managing their own key accounts whilst adding immediate value into their own organisations.
Organisations will benefit from their account managers taking an active role in the strategic management process, recognising what can be achieved with each account and developing the potential in their account portfolio.
The organisation may realise higher turnover and profit and, more structured and effective selling processes. It may realise a more ‘joined up’ approach to account management throughout the business.
Delegates will benefit by developing a relationship-based approach to the account management role, while mastering a wide range of transferable professional business skills. The delegate will also learn how to develop strategic plans to realise their own potential and that of their portfolio.
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Recognise which accounts should be designated as key accounts
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Understand the scope of the key account management role
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Recognise the stages of a key account relationship
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Develop a strategic key account plan
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Identify the potential in their customers
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Use professional business analysis tools
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Identify and develop DMUs
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Utilise internal resources in a virtual team environment
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Understand the impact of key account management on internal communication and customer records
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Understanding the role and value of key account management
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Transitioning from transactional to relationship selling
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The KAM Model
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The key account manager role
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Segmentation and identification of key accounts
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Analysing the customer
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Analysing existing and past business
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Identifying opportunities for developing business
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Developing strategies and a key account plan
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Presentation of account plans
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Communicating internally/externally
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Understanding the DMU
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Networking for account penetration
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Managing ‘virtual’ teams
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Measuring and managing customer expectations
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Capturing account data
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Measuring key account profitability
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Monitoring achievement
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A template for a strategic key account plan
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Various professional business analysis models
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A key analysis tool for identifying suitable customers as key accounts
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An outline strategic plan for one of their own key accounts
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The leading business book on key account management
Those who have responsibility for managing face-to-face relationships with customers that have a significant impact on achieving the organisation’s business objectives. Participants should have at least three year’s sales experience, six months of which should ideally have been in an account management role. This masterclass is also valuable for managers and Directors intending to implement a key account management strategy within their organisation.
Practitioner/Manager
All of our marketing training is based on the CIM's Professional Marketing Standards framework, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Please take your time to review our standards framework, if you have not already done so.