Key Account Management (KAM)

Created by LEC Team
Last updated Mon, 27-Mar-2023
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The training course shows individuals exactly how to construct long-lasting, value-based relationships with big accounts, permeate them for extra company, as well as maximize the revenue they generate while reducing the time and also expenses of managing them. The program additionally offers a strong focus on quantitative strategies to account for qualification as well as account preparation ideal methods.

Program Purposes of Trick Account Monitoring (KAM).

Specify the functions of vital accounts and also their value for the business organization.

Recognize and also focus on essential accounts to measure their productivity as well as certify their strategic relevance for their firm.

Identify the various levels of client partnerships to enhance the way they interface with consumers.

Establish customer-focused plans and also techniques required in the development of crucial accounts.

Develop core essential account expertise to meet the ever-changing difficulties in the market.



Day 1
Key Account Management (KAM) defined

  • The changing nature of sales force activity

  • Definition of key account management

  • Criteria for qualifying Key Accounts (KA)

  • Strategic accounts versus key accounts

  • Objectives of KAM

  • Managing customer profitability and Customer Relationship Management (CRM)

    • Definition and goals of CRM

    • The value of loyalty

    • Acquisition costs and lifetime value (LTV)



Day 2
Account analysis: defining and selecting KA

  • KAM: best-practice actions

  • Account analysis insights

  • Account analysis methods

    • The single factor models

    • The portfolio models

    • The decision models

  • Important 'KPIs' for KA qualification

    • Computing the cost per call

    • Break-even sales volume

    • Result-based simulation



Day 3
Key account relational development model

  • Business partnership defined

  • The partnership skillset

  • The KA relational development model

    • Pre-relationship stage

    • Early relationship stage

    • Mid-relationship stage

    • Partnership relationship stage

    • Synergetic relationship stage

  • Reasons for divesting partnerships

  • The KA quiz



Day 4
The Key Account Planning process (KAP)

  • Two layers of planning

  • Prioritizing efforts

  • Important business analysis

    • Customer analysis

    • Past business analysis

    • Competition analysis

  • Identifying opportunities

    • 'SWOT' analysis

  • Developing an account strategy

    • 'TOWS' analysis



Day 5
The critical role of key account managers

  • Understanding the role and responsibilities of key account managers

  • Harnessing daily to-do-lists to optimize sales productivity

  • Identifying and working with different personality styles

  • Presentation skills for key account managers

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