Key Account Management Training

Key account management is an approach to develop long term relationship with strategic important customers to optimize value and achieve mutually beneficial goals. These customers account for a significant volume of business and profit and hence require attention, effort, time and resources to grow and retain the growth of an organization. The KAM process helps in engaging customers and nullify competition with respect to the customer account, where the ultimate goal is maximizing the revenue.

Day One

Introduction

• What is a Key Account?
• Assessing the Value of a Key Account
• Your Key Account Hit List
• Who Should We Spend Our Time With?

Building Profitable Relationships in KAs

• Identifying Key Individuals
• Prospecting
• Influencers and Decision Makers
• Talking to the Right Key Individuals
• Making that Good First Impression
• How to Win Friends and Influence People
• Dale Carnegies Six Principles of Relationship
• What’s In It For Me? (WIIFM)
• Honesty and Integrity
• A Key Account Manager as a Business Partner:
• Climbing the customer perception ladder

Day Two

Writing Effective Proposals

• How to Construct a Proposal
• Important Factors to Consider
• Putting it all Together

Managing Customer Expectations

• What Do Customers Want?
• Setting Clear Expectations
• Dealing with Unreasonable or Unrealistic Expectations

Planning Customer Contact

• The Benefits of Planning Contact with Customers
• Tips for Planning Contact with Customers

Developing Your Key Account Strategy

• Putting Your Strategy Together
• Types of Key Accounts
• Setting Objectives

Day Three

Negotiation Tactics

• Problems with Positional Bargaining

• Open the Negotiation
• 11 Points for Better Negotiation
• You Have Alternatives
• Reverse Psychology in Negotiation

Meetings and Your Time

• Getting a Face to Face Visit
• Bad Practice with Customer Visits
• Justifying the Meeting
• Objectives for the Meeting

Successful Customer Meetings

• What to Do Before the Meeting
• What to Do During the Meeting
• What to Do After the Meeting