Why Choose this Training Course?Most business-to-business companies have key account customers and it is essential to secure continuous business from those customers. The ideal outcome is to build relationships with the right decision-makers at different levels in their organisation so that you become their preferred collaborative partner. This requires a clear key account strategy and a different understanding of what can bring superior value to the customer.It is not just about your key account team dealing with the usual buyers. You also need to influence other decision-makers and external stakeholders.This York Britishtraining course shows you how to construct an effective key account strategy and make it work in practice.This York Britishtraining course will feature:How to identify and influence the right decision-makersOvercoming price competition and maintaining marginsBecoming the customer’s most influential partnerWinning the biggest share of customer’s spendHow to construct a strategic key account planHow to implement the plan as a teamWhat are the Goals?By the end of this York Britishtraining course you should be able to:Create a key account strategy and know how to apply itRe-position your company within the accountCreate propositions that win preference with the people who matterCircumvent buyers who destroy your marginsInfluence specifications and negotiate from a stronger positionUse your key account team more effectivelyWho is this Training Course for?This course is valuable for key account directors, managers and key account teams who want to increase their sales revenue, profitability and share of the key account customer’s spend. It is designed to show attendees how they can strengthen their relationship with the customer and become valued as a trusted partner, not just another supplier.This York Britishtraining course is suitable for a range of professionals and will greatly benefit:Global Heads of Key Accounts who want to win more business globallyKey Account Directors who want to become the customer’s preferred partnerKey account managers who require a clear planKey account team members who need to contribute to the key account planOther managers required to understand the plan and support itHow will this Training Course be Presented?This York Britishtraining course will be presented using a combination of formal presentations, discussions and syndicated exercises. Video and case-studies will also be used.A major differentiator in this course is that it is highly practical, and delivers real-life examples drawn from the presenter’s many years of experience in helping leading B2B companies to develop key account strategies and deliver them globally.
Day One: Understanding the Principles and Stages of KAMThe principles of effective key account managementUnderstanding the five levels of KAMInformation required to construct a key account strategyStructuring the key account strategyPutting your objectives and strategy into contextIdentifying 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 AccountFinding and filling their capability gapsIdentifying hidden influencers in the key accountDiscovering their challenges and prioritiesUnderstanding their attitudes, perception and motivationCreating and using personasHow 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 CommunicatingDefining your KSFs for the accountExplaining and justifying your strategy and objectivesTargeting to influence the product specificationBuilding relationships with key decision-makersDeveloping 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 AccountCommunicating inside the key accountBecoming the thought-leader externally and internallyOffering the customer superior value propositionsCommunicating to make your prices buyer-proofUsing principled negotiation with the key account Day Five: Defining the Tools and Templates to Build and Manage the Key Account StrategyTemplates and tools to construct the key account strategyTools to manage and control the strategyForming the key account teamUsing colleagues from different disciplines to add value in the key accountBuilding and maintaining motivation for your key account strategy