By the end of the program, participants will be able to:
- Improve margins and keep more profit.
- Prioritize efforts for maximum results.
- Develop a sales plan for each strategic (key) account to fully satisfy client needs and maximize customer value.
- Lead the buying process and close more sales.
- Maximize human capital utilization.
- Identify, evaluate and prioritize opportunities for business and relationship development.
This Program is designed for:
Account managers, sales managers, sales people who are managing Key Accounts or have limited experience in managing accounts customers in a Business to Business environment. This program is worth 25 NASBA CPEs.
Note: Fundamental sales skills are assumed and will not be covered on this course.
Program Outline:
Key Account Management
- What is a Key Account?
- Who Makes the Rules for Qualifying Key Accounts?
- Overview of Key Account Management: Business Perspectives and Trends; Customer Expectations; Profitable Growth Strategies
Account Analysis, A Necessary Step Towards Defining and Selecting KA
- The Single-Factor Models
- The Portfolio Models
- The CALLPLAN Model
- Cost per Call and Break-Even Sales Volume Computation
- Selection Criteria and Measuring Attractiveness
- Use of Resources versus Cost to Serve
The Key Account Relational Development Model
- The Pre Relationship Stage
- The Early Relationship Stage
- The Mid Relationship Stage
- The Partnership Relationship Stage
- The Synergetic Relationship Stage
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The Account Planning Process
- The Account Planning Process Criteria
- Analyze the Customer, Past Business, and Competition
- The Competitive Analysis Matrix
- The Customer Expectation Benchmark Matrix
- Developing Account Strategies
- Use of SWOT and TOWS Analysis
- Strategy Development Tools
The Critical Role of Key Account Managers
- Understanding the Role and Responsibilities of KAMs
- Building and Leading Effective Key Account Teams
- Maximizing Sales through Effective Negotiation
- Negotiation Skills and Tactics
- Building Long-Term Customer Relationships and Trust
- Understanding the Importance of the Customer Service Function in KAM
- Relationship Selling: Rethinking the KA Sales Force
- Performance Challenges and Measurement Criteria
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The Scandinavian Academy employs modern methods in training and skills development, enhancing the efficiency of human resource development. We follow these practices:
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- Theoretical Lectures:
- We deliver knowledge through advanced presentations such as PowerPoint and visual materials, including videos and short films.
- Scientific Assessment:
- We evaluate trainees skills before and after the course to ensure their progress.
- Brainstorming and Interaction:
- We encourage active participation through brainstorming sessions and applying concepts through role play.
- Practical Cases:
- We provide practical cases that align with the scientific content and the participants specific needs.
- Examinations:
- Tests are conducted at the end of the program to assess knowledge retention.
- Educational Materials:
- We provide both printed and digital scientific and practical materials to participants.
- Attendance and Final Result Reports:
- We prepare detailed attendance reports for participants and offer a comprehensive program evaluation.
- Professionals and Experts:
- The programs scientific content is prepared by the best professors and trainers in various fields.
- Professional Completion Certificate:
- Participants receive a professional completion certificate issued by the Scandinavian Academy for Training and Development in the Kingdom of Sweden, with the option for international authentication.
- Program Timings:
- Training programs are held from 10:00 AM to 2:00 PM and include buffet sessions for light meals during lectures.
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