Mastering Key Account Management

Mastering Key Account Management

Monday 27 Sep 2021

  • Duration: One Week
  • City: Madrid
  • Fees: Classroom: 4300 GBP / Online: 1950 GBP



This Course is designed for:
Account managers, sales managers, sales people who are managing Key Accounts or have limited experience in managing customers in a Business to Business environment.


• Handle better margins and make more profits.
• Devise action plans to prioritize efforts for maximum results.
• Build up a sales plan for each strategic (key) account to fully satisfy client needs and maximize customer value.
• Comprehend the buying process and close more sales.
• Recognise, assess and prioritize opportunities for business and relationship development.

Course Outline

Day 1

Key Account (KA) Management (KAM)

• Definition of Key Account Management.
• Setting the Rules for Qualifying Key Accounts.
• CRM: The Key for Managing Customer Profitability.
• Linking CRM to KA Management and Customer Lifetime Value.

Day 2

Account Analysis: A Necessary Step Towards Defining and Selecting KA

• The Single-Factor Models.
• The Portfolio Models.
• The Decision Models.
• Cost per Call and Break-Even Sales Volume Computation.
• Selection Criteria and Measuring Attractiveness.
• Use of Resources versus Cost to Serve.

Day 3

Key Account Relational Development Model

• Partnership Defined.
• The Partnership Skill Set.
• 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)

• Account Planning Process Criteria.
• Analysing the Customer, Past Business and Competition.
• The Competitive Analysis Matrix.
• The Customer Expectation Benchmark Matrix.
• Developing Account Strategies.
• Use of SWOT and TOWS Analyses.
• Strategy Development Tools.
• Template for Key Account Management Planning.

Day 5

The Critical Role of Key Account Managers

• Comprehending 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.

Download Premium WordPress Themes Free
Download WordPress Themes
Download Nulled WordPress Themes
Free Download WordPress Themes
udemy paid course free download
download micromax firmware
Premium WordPress Themes Download
online free course