Strategic Key
Account Management

How can you win key accounts and achieve preferred supplier status with them?

That is a major challenge for many B2B companies and it requires a clear key account strategy to build multiple relationships at various levels in the customer’s organisation. It requires an in-depth knowledge of the customer’s challenges, and insight that helps you to increase your value to them, so that they see you as a valuable partner rather than just another transactional supplier.

This course shows you how to do it and succeed. It is based on real-life B2B examples that the course director has used to help real companies achieve preferred supplier status.

By attending this Anderson training course, delegates will be able to:

• Design a key account strategy and apply it in practice
• Elevate the status of your organisation within the key account
• Construct value propositions that win preference with the right people
• Overcome the challenge of buyers who want you to lower your prices
• Influence the customer’s specification and negotiate from a stronger position
• Use your key account team more effectively

This Anderson training course is suitable to a wide range of professionals but will greatly benefit:

• Global Heads of Key Accounts who want to secure Key Account customers globally
• Key Account Directors who want to become the Key Account customer’s preferred partner
• Key Account Managers who need to construct and implement a credible Key Account plan
• Key account team members who are required to contribute to the Key Account plan
• CEOs who want to increase margins and build stronger ties with their Key Accounts
• Other managers who are required to understand the Key Account plan and support it

• The principles of effective key account management
• Understanding the five levels of KAM
• Information required to construct a key account strategy
• Structuring the key account strategy
• Putting your objectives and strategy into context
• Identifying the customer’s challenges and Key Success Factors

• Finding and filling their capability gaps
• Identifying hidden influencers in the key account
• Discovering their challenges and priorities
• Understanding their attitudes, perception and motivation
• Creating and using personas
• How to tackle competitors in the account

• Defining your KSFs for the account
• Explaining and justifying your strategy and objectives
• Targeting to influence the product specification
• Building relationships with key decision-makers
• Developing credibility outside the account

• Communicating inside the key account
• Becoming the thought-leader externally and internally
• Offering the customer superior value propositions
• Communicating to make your prices buyer-proof
• Using principled negotiation with the key account

• Templates and tools to construct the key account strategy
• Tools to manage and control the strategy
• Forming the key account team
• Using colleagues from different disciplines to add value in the key account
• Building and maintaining motivation for your key account strategy

Anderson Certificate of Completion will be provided to delegates who attend and complete the course