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

Amongst a wide range of valuable topics, the following will be prioritised:

• Understanding the principles and stages of KAM (Key Account Management)
• Constructing the KAM strategy and putting it into context
• Identifying the customer’s challenges and key success factors
• Discovering the customer’s capability gaps
• Gaining insight into decision-makers and influencers
• Defining your objectives and strategy for the key account
• Prioritising the people to target to influence the customer’s specification
• Building credibility and communicating with the right decision makers
• Implementing the plan, to win preference and influence purchasing decisions
• Negotiating and overcoming price objections from buyers in the key account
• Engaging and utilising the key account team