Strategic Key Account Manager Training Course

Module 1: Background to Key Account Management

• Definition and classification of key account
• The importance of key account
• Requirements for a successful key account manager
  – Organization’s standpoint
  – Personal standpoint
  – Skills and requisites
  – Understanding customer perception
• Business opportunities
  – Opportunities galore
  – Sales details
  – Prioritizing opportunities

Module 2: Concept of Key Account Development Plan

• Completion of a key account plan
• Classification of accounts and assigning of resources
• Understanding Customers’ Perception
• Understanding customers’ decisions, processes, politics, and persuasion
• Trust building with customers
• Learning persuasion
• Switching from ‘supplier’ to ‘trusted partner’

Module 3: Practice and Skills in Strategic Key Account Management

• Solution selling
• Key account management skills
  – Presentation and communication skills
  – Negotiation skills
  – Timing of communication
  – Message crafting
  – Communications application
• Internal support
  – Organization of a team
  – Teamwork
  – Account meetings
• Team management
  – Essential relationship management
  – Strategic responsibilities for distribution management
  – Productive dealer management
  – Goals harmonization
  – Partnering
  – Trust building and commitment in teams

Module 4: Key Account Implementation Strategy

• Account objective setting
• Resourcing key account management
• Use of social media
• Trust building
• The syncing key account management plan

Module 5: Principles and Levels of Key Account Management

• Effective Principles of key account management
• Five levels of key account management
• Construction of a key account strategy
• Structuring a key account strategy
• Application of Objectives and Strategies into Context
• Customers’ setbacks and key success factors

Module 6: Key Account Strategy Management

• Templates and tools for the construction of key account strategy
• Tools for management and control of strategy
• Building key account team
• Employing colleagues from various disciplines to contribute to key account
• Building and maintenance of motivation for key account strategy

Module 7: Leadership of Key Account Management Team

• Features and Competencies of an ideal key account manager
• Skills required for management of key and global accounts
• Recruitment of ideal key account managers
• Personality types of key account managers
• Tutoring and training of key account managers

Module 8: Customer Capability Gaps

• Understanding customer capability gaps
• Finding capability gaps
• Identification of influencers in key account
• Creation and use of personas
• Tackling competition in key account

Module 9: Key Account Analysis

• Financial analysis of key account
• Examination of competition between suppliers of key account
• Pricing tactics of competitors
• The concept of competitive advantage
• Measurement of key account management performance
  – Framework for measuring performance
  – Compensation system and key account management performance
  – Motivation Theories for performance enhancement
  – Incentive models

Module 10: Global Practices of Key Account Management

• Understanding global key account management practice
• International and local key account management
• Global strategies for key account management
• Case reviews