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