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Key Account Management: Establishing Profitable Customer Relationships

Program Objectives:

By the end of the program, participants will be able to:

  • Improve margins and keep more profit.
  • Prioritize efforts for maximum results.
  • Develop a sales plan for each strategic (key) account to fully satisfy client needs and maximize customer value.
  • Lead the buying process and close more sales.
  • Maximize human capital utilization.
  • Identify, evaluate and prioritize opportunities for business and relationship development.
  • This Program is designed for:

    Account managers, sales managers, sales people who are managing Key Accounts or have limited experience in managing accounts customers in a Business to Business environment.
    Note: Fundamental sales skills are assumed and will not be covered on this course.

    Program Outline:

    Key Account Management The Account Planning Process
  • What is a Key Account?
  • Who Makes the Rules for Qualifying Key
    Accounts?
  • Overview of Key Account Management: Business
    Perspectives and Trends; Customer Expectations;
    Profitable Growth Strategies
  • The Account Planning Process Criteria
  • Analyze the Customer, Past Business, and
    Competition
  • The Competitive Analysis Matrix
  • The Customer Expectation Benchmark Matrix
  • Developing Account Strategies
  • Use of SWOT and TOWS Analysis
  • Strategy Development Tools
  • Account Analysis, A Necessary Step
    Towards Defining and Selecting KA
    The Critical Role of Key Account
    Managers
  • The Single-Factors Models
  • The Portfolio Models
  • The CALLPLAN Model
  • Cost per Call and Break-Even Sales Volume
    Computation
  • Selection Criteria and Measuring Attractiveness
  • Use of Resources versus Cost to Serve
  • Understanding the Role and Responsibilities
    of KAMs
  • Building and Leading Effective Key Account
    Teams
  • Maximizing Sales through Effective Negotiation
  • Negotiation Skills and Tactics
  • Building Long-Term Customer Relationships
    and Trust
  • Understanding the Importance of the Customer
    Service Function in KAM
  • Relationship Selling: Rethinking the KA Sales
    Force
  • The Key Account Relational
    Development Model
  • The Pre Relationship Stage
  • The Early Relationship Stage
  • The Mid Relationship Stage
  • The Partnership Relationship Stage
  • The Synergetic Relationship Stage
  • Pre-requisites

    None:
    Duration : 3 days

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