Key Account Management
Building long-term business partnerships
Course Information View: Switch to Calendar View or Register for this course
Benefits
- Secure revenue from key customers
- Greater customer retention
- Increased high value sales
- Repeat business from major customers
- Build trust into the relationship
- Strategic customer planning
- Practical tools & templates
- Present customised solutions
Contents
- Skills and knowledge
- Attitudes
- Behaviours
- Self Assessment
- Definition of a key account
- Criteria of a key account
- Partnership
- Management strategy/tactics
- Buying influencers
- Selling influencers
- Decision making process
- Interface
- Value, credibility, access
- Sources
- Gradients
- Using power
- The marketing mix
- Change management
- Momentum
- Profiling document
- Creativity
- Key Account Analysis Planner
"I now know the tools necessary to effectively plan and analyse the customer and competition."
Key Account Manager, Redeal Networks
Learning Outcomes
Recognise a key account by identifying the four factors of selecting a key account.
Create strategies around managing their key accounts.
Define and set out tactics to achieve their strategies.
Recognise the importance of the transition from being a senior salesperson to a key account manager.
Justify the selection of their own key accounts based on identifying the key characteristics.
Determine the various influencers and decision-making processes within the buying and selling organisations, and manage the interface between each.
Recognise all sources of power and use them to positively influence relationships.
Utilise the marketing mix to position the product/service within each account.
Understand the principles and processes of change, and bring about necessary changes to ensure both organisations maintain momentum towards achieving their objectives.
Use a profiling system to analyse and evaluate opportunities for each account.
Produce key account management plans to achieve account objectives.
