Strategic Key Account Management

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Managing for Profit with scarce resources

This course is drawn on my 20 plus years on teaching Key Account Management and working with some of Europe's foremost thinkers and writers on KAM.

Too often, KAM is viewed on as being an issue only for the Sales Force.  In truth, done properly, KAM is a strategic issue that involves participation across the entire Enterprise.  Fundamentally, KAM is about the maximisation of profits and the most effective deployment of scarce resources.  It is a long-term, strategic commitment to change the way companies engage with their markets.  Above all else, it is not a short-term fix.

Managing accounts is akin to playing roulette.  All the accounts are the slots on the roulette wheel and squares on the table.  Our resources to services all these are scarce and represent the chips we gamble with.  The function of Key Account Management is to enable us to place our few chips on the squares so as to win most of the time.

Many books and trainings on Key Account Management talk about the things you should do to service your Key Accounts, this one does too, but here we also show how actionable strategies and tactics can be developed for ALL accounts to support the KAM initiatives so that the optimal profitable returns can be made from all out account servicing efforts

Delegates signing up for this course will be able to download author developed tools to help them objectively classify their accounts into Key Account, Key Development Accounts, Key Maintenance Accounts and Divest Accounts and strategies and tactics top optimally serve them all for maximum profit can be developed and actioned

We will show how accounts and the people in them can be meaningfully segmented and how real, genuine and lasting value can be created by delivering real quality to them.

Quality is hugely subjective and exists ONLY in the mind of the customer.  This course will also show delegates how to analyse their accounts and the people in them to uncover unmet, often unrealised needs and create clear and lasting value.  We then show how compelling value propositions can be created to maximise returns and differentiate client companies from the competition.

This course will show you how to segment your customers by account and by personality.  You will develop Customer personas and discover how to create compelling value propositions for each persona type.  We will look at customer types and look at selling skills, both from the fundamentals aspects and more advanced Consultative selling Skills that will give you all the tools to become a trusted advisor and partner to your Key Accounts.

Keywords: Key Account Management, KAM Key Account Selection, Value Propositions, Customer Personas, Market Segmentation

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