Mastering Key Account Management

Course Info

Length: 1 Week

City: Kuala Lumpur

Type: In Classroom

Available Dates

  • Mar-18-2024

    Kuala Lumpur

  • Apr-15-2024

    Kuala Lumpur

  • May-20-2024

    Kuala Lumpur

  • June-17-2024

    Kuala Lumpur

  • July-15-2024

    Kuala Lumpur

  • Aug-19-2024

    Kuala Lumpur

  • Sep-16-2024

    Kuala Lumpur

  • Oct-21-2024

    Kuala Lumpur

  • Nov-18-2024

    Kuala Lumpur

  • Dec-16-2024

    Kuala Lumpur

Dates in Other Venues

  • Mar-11-2024

    Amsterdam

  • Mar-11-2024

    London

  • Mar-18-2024

    Istanbul

  • Mar-25-2024

    Singapore

  • Mar-25-2024

    Paris

  • Apr-01-2024

    Dubai

  • Apr-01-2024

    Barcelona

  • Apr-08-2024

    London

  • Apr-08-2024

    Amsterdam

  • Apr-15-2024

    Istanbul

  • Apr-22-2024

    Singapore

  • Apr-29-2024

    Paris

  • May-06-2024

    Dubai

  • May-06-2024

    Barcelona

  • May-13-2024

    Amsterdam

  • May-13-2024

    London

  • May-20-2024

    Istanbul

  • May-27-2024

    Paris

  • May-27-2024

    Singapore

  • June-03-2024

    Dubai

  • June-03-2024

    Barcelona

  • June-10-2024

    London

  • June-10-2024

    Amsterdam

  • June-17-2024

    Istanbul

  • June-24-2024

    Paris

  • June-24-2024

    Singapore

  • July-01-2024

    Barcelona

  • July-01-2024

    Dubai

  • July-08-2024

    Amsterdam

  • July-08-2024

    London

  • July-15-2024

    Istanbul

  • July-22-2024

    Singapore

  • July-29-2024

    Paris

  • Aug-05-2024

    Barcelona

  • Aug-05-2024

    Dubai

  • Aug-12-2024

    Amsterdam

  • Aug-12-2024

    London

  • Aug-19-2024

    Istanbul

  • Aug-26-2024

    Singapore

  • Aug-26-2024

    Paris

  • Sep-02-2024

    Barcelona

  • Sep-02-2024

    Dubai

  • Sep-09-2024

    London

  • Sep-09-2024

    Amsterdam

  • Sep-16-2024

    Istanbul

  • Sep-23-2024

    Singapore

  • Sep-30-2024

    Paris

  • Oct-07-2024

    Barcelona

  • Oct-07-2024

    Dubai

  • Oct-14-2024

    London

  • Oct-14-2024

    Amsterdam

  • Oct-21-2024

    Istanbul

  • Oct-28-2024

    Paris

  • Oct-28-2024

    Singapore

  • Nov-04-2024

    Dubai

  • Nov-04-2024

    Barcelona

  • Nov-11-2024

    London

  • Nov-11-2024

    Amsterdam

  • Nov-18-2024

    Istanbul

  • Nov-25-2024

    Singapore

  • Nov-25-2024

    Paris

  • Dec-02-2024

    Dubai

  • Dec-02-2024

    Barcelona

  • Dec-09-2024

    Amsterdam

  • Dec-09-2024

    London

  • Dec-16-2024

    Istanbul

  • Dec-23-2024

    Singapore

  • Dec-30-2024

    Paris

Course Details

Course Outline

5 days course

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.

 

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.
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.
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.
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.
KAM Strategies, Mapping and Value Propositions
 
  • Developing KAM strategies 
  • Relationship Mapping
  • Breakthrough value propositions

 

KAM Teams, The Customer’s View and Negotiation 
 
  • KAM Plan Surgery and feedbacks
  • The Key Account Manager and Effective KAM teams 
  • Effective KAM Teams exercise
  • The Buyer’s Perspective
  • Negotiating with Key Accounts

Course Video