The Course Content
Day One: Understanding the Principles and Stages of KAM
The principles of effective key account management
Understanding the five levels of KAM
Information required to construct a key account strategy
Structuring the key account strategy
Putting your objectives and strategy into context
Identifying the customer’s challenges and Key Success Factors
Day Two: Understanding the Customer’s Capability Gaps, Discovering Insight on Decision-makers and Influencers, Constructing Personas and Competing in the Account
Finding and filling their capability gaps
Identifying hidden influencers in the key account
Discovering their challenges and priorities
Understanding their attitudes, perception and motivation
Creating and using personas
How to tackle competitors in the account
Day Three: Defining your KSFs, Describing your Strategy and Objectives, Prioritising People to target, Influencing the Specification, Building Credibility and Communicating
Defining your KSFs for the account
Explaining and justifying your strategy and objectives
Targeting to influence the product specification
Building relationships with key decision-makers
Developing credibility outside the account
Day Four: Putting the Communications Plan into Action to Win Preference, Influence Purchasing Decisions, Negotiate and Overcome Price Objections from Buyers in the Key Account
Communicating inside the key account
Becoming the thought-leader externally and internally
Offering the customer superior value propositions
Communicating to make your prices buyer-proof
Using principled negotiation with the key account
Day Five: Defining the Tools and Templates to Build and Manage the Key Account Strategy
Templates and tools to construct the key account strategy
Tools to manage and control the strategy
Forming the key account team
Using colleagues from different disciplines to add value in the key account
Building and maintaining motivation for your key account strategy