Workshop on Key Account Management

Program Overview:

This 2-day 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 in managing them. The course also provides a strong focus on quantitative approaches to account qualification and account planning best practices.

For Whom:

In addition to key account managers and sales managers, this course is targeted at cross functional personnel who seek to understand modern customer management practices to improve cross functional support and develop personal careers in key account management.

Learning Objectives:

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

• list and explain the functions of key accounts and their importance for the business 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; and
• build core key account competencies to meet the ever-changing challenges in the market.

Course Outline:

 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 life time 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

Training Methodology

Lectures, discussions, exercises, case studies, audio-visual aids will be used to reinforce these teaching/learning methods.