Course Info

Length: 1 Week

Type: Online

Available Dates


  • July-22-2024


  • Aug-26-2024


  • Sep-23-2024


  • Oct-28-2024


  • Nov-25-2024


  • Dec-23-2024


Course Details

Course Outline

5 days course

What is Key Account Management (KAM)?
  • Explaining Key Account Strategy

  • Developing a Key Account Management (KAM) Strategy

  • Why do it?

  • What is involved?

  • Who is involved?

  • How do we execute a Key Account Management (KAM) strategy?

  • Pitfalls and Traps to Avoid

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

Understanding our Key Accounts, How they work and what they really want 
  • Account Segmentation

  • Understanding the Customer’s Decision-making Process

  • Understand What Drives the Customer

  • How to Build Compelling Value Propositions for Each Type

  • Understanding the Customer’s Internal Politics and How to Harness Them

  • Understanding the Macro-environment and How It Affects Each Customer

  • How to Be Persuasive

  • How to Develop Compelling Customer Propositions

Leading a Key Account Management (KAM) Team and Leading Ourselves 
  • The Competencies and Characteristics of Great Key Account Managers

  • The Skills Required to Manage Key and Global Accounts

  • Recruiting Great Key Account Managers

  • Personality Types of Great Key Account Managers

  • Coaching and Mentoring Key Account Managers

  • Communication and Persuasion Skills for Key Accounts

  • Consultative Selling Skills

Implementing Your Key Account Management (KAM) Strategy 
  • Building Trust

  • Using Social Media in Each Segment

  • Resourcing for Key Account Management (KAM)

  • Account Objective Setting

  • Putting Your Key Account Management (KAM) Plan Together

Course Video