Key Account Management Skills (2 days)
Overview
Key or strategic accounts are your most important clients. Not only are they your most important clients they are also the ones at most risk of attack from your competition. If they are important to you then they will certainly be attractive to your competitors. Therefore managing and developing key accounts is an essential skill if we want to stay ahead of the competition!
Do you know who your key clients are?
Do you have the right management structure and adequately trained personnel to retain and grow your key accounts?
Are you successfully winning over your competitors' key accounts?
Day to day activities of your second-tier accounts can often distract you from looking after your most valued clients. Management of your key accounts (KAM) cannot be left to chance or the potential consequences could be disastrous. Developing strategic account management techniques and key account managers should therefore be a priority in ensuring you not only protect existing clients from competitive attack but more significantly build long and sustainable relationships resulting in improved sales, margins and customer loyalty. Understanding and practicing KAM principles is essential for the long term viability of any organisation faced with a fast moving and competitive environment. Equally important is the identification and strategic implementation of KAM principles in target accounts.
Who Should Attend?
This workshop is aimed at those working in sales who are being promoted or have current responsibility for key account management and need to improve their skills and knowledge in managing accounts.
Benefits To You & Your Organisation
In this workshop you will develop KAM skills learning how to effectively manage your most valuable existing and prospective accounts.
- How to evaluate the fundamental attributes of a key account
- Assign a tangible value to any account
- Define roles and responsibilities of key account managers
- Evaluate a client business environmental analysis
- Assess client organisational culture and its fit with your organisation.
- Research clients financial performance and future business objectives
- Create a client SWOT analysis
- Develop a Competitor Matrix
- Pareto Analysis of accounts
- Create a contract matrix and ensure all team members are aware of their roles and responsibilities.
- Establish a buying needs matrix
- Motivational theory and its relevance to maintaining good client relationships
- Understand buyer motivation and how you can influence it
- How to effectively network the account
- Maintain team focus whilst meeting account objectives
- Influence and Authority and its impact on account activity.
- Build barriers to competitive attack
- Understand the importance of product development within a key account
- Build a robust and implementable ten point client plan
Comments from our delegates:
Excellent presenter who was able to adapt to the audiences needs with relevant material
I feel bringing the team on this course will deliver a hugh step forward for our business
Useful practical demonstrations to make you think in action
Great help to focus attention from the general to specific client needs
Appreciated the presenters adaptability and take the extra effort
The trainer worked hard to tailor material from a commercial environment to our unique and complex business, and I think my team and I made a real breakthrough in how we thought about our products, services and customers. We felt we left with new understanding and practical tools, and I'm now keen to find ways to work with Ripley Training in the future