COURSE OVERVIEW
Key account management is the process of building long-term relationships with your company's most valuable accounts. These accounts make up the majority of the business' income. To turn buyers into business partners, a key account manager (KAM) typically provides dedicated resources, unique offers, and periodic meetings.
Key Account Management is a team effort and, more than that, it is a business wide effort. Research studies has shown repeatedly that major clients want more than a sale–buyer interface and they want more than a traditional salesperson managing the relationship. If suppliers and customers are to forge significant relationships, as businesses, then both sides must look to new ways of managing those relationships.
Relationships are at the very heart of KAM. They provide the source of information and understanding that can be built into added-value activities. They also provide the foundations for long-term business based on mutual trust and confidence. If you care about customer retention, then you should care about KAM.
Key Account Management provides the strategic base, the processes and the disciplines to handle this situation, alongside those other common challenges – globalisation, market maturity and customer power.
“Building long-term customer-supplier partnerships is the foundation of business success.
This course shows you how this can be done through planning, good communication and keeping up-to-date with customers’ needs”. It is designed to provide you with detailed information on key account management including; the role and skills of the key account manager, the benefits of KAM, the key account management strategy, the difference between key account management and selling, how to identify key accounts, relationship management, how to write a key account management plan, key account handling and much more.
LEARNING OUTCOMES:
By the end of this course, you will be able to understand:
- What is meant by key account management?
- Who is a key account manager?
- What is a key account?
- How to identify which customers are key?
- Why a key account is important?
- Why a key account is different from your other customers?
- The role of a key account manager
- What your key account will expect of you?
- What your organisation will expect of you?
- The key account manager’s skills & qualities
- The key account as a business partner
- The customer perception ladder
- How to climb the customer perception ladder?
- How to discover and locate opportunities through your key account?
- How to group your opportunities?
- How to prioritise the opportunities?
- The key account development plan
- How to develop a key account plan?
- How to set key account objectives?
- How to develop strategies & tactics?
- How to achieve your key account objectives?
- How to write the account development plan?
- What is relationship management?
- How to increase your influence?
- The importance of knowing what to communicate?
- The different types of people types
- What an organisational map enable you to do?
- How to map out your key account’s organisation?
- How to leverage and seize opportunities?
- The importance of networking and how to network?
- The contact plan
- The importance of face-to-face communications
- The structure & content of proposals
- The style & length of proposals
- The 14 keys to success for presentations
- The six step process of negotiating
- How to recognise your customer’s style?
- Key account handling
- What to do when taking on a new key account?
- The key account profile
- The key account diary
- The tool for effective personal planning
- Why and when you should review the account development plan (ADP)?
- Account meetings and follow-ups
- How to hand over an account?
COURSE DURATION:
The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.
COURSE REQUIREMENTS:
You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.
COURSE DELIVERY:
Purchase and download course content.
ASSESSMENT:
A simple 10-question true or false quiz with Unlimited Submission Attempts.
CERTIFICATION:
Upon course completion, you will receive a customised digital “Certificate of Completion”.