Key Account (KA) Management (KAM)

• Definition of Key Account Management
• Setting the Rules for Qualifying Key Accounts
• Overview of Key Account Management: Business Perspectives and Trends; Customer Expectations; Profitable Growth Strategies
• The Key Account Management Function and the Sales Department Structure

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

• Pre Relationship Stage
• Early Relationship Stage
• Mid Relationship Stage
• Partnership Relationship Stage
• Synergetic Relationship Stage
• Reasons for Divesting Partnerships
• Evaluating your Current Partnership Level with Key Accounts

The Key Account Planning Process (KAP)

• Account Planning Process Criteria
• Analyzing 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
• Creating a Performance Measurement Dashboard for Individual Key Accounts

The Critical Role of Key Account Managers

• Understanding the Role and Responsibilities of Key Account Managers
• Harnessing Daily To-Do Lists to Optimize Sales Productivity
• Building Long-Term Customer Relationships and Trust
• Understanding the Importance of the Customer Service Function in KAM
• Presentation Skills for Key Account Managers
• Selling to Major Accounts
  • Understanding the Buyer Decision Process
  • Phases of the Purchasing Decision
  • Entry Strategies
  • Key Account Maintenance Strategies