Key Account Management: Establishing Profitable Customer Relationships

Start Date: 15 Jun 2025
End Date: 19 Jun 2025
Duration: 5
Fees:
Country: Lebanon/Beirut
Category: Public Relations and Customer Service
Details:

Program Objectives:

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.

 

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
  

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

The Kuwait Institute For Career Development