Day One: Understanding the Principles and Stages of KAM
- 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
Day Two: Understanding the Customer’s Capability Gaps, Discovering Insight on Decision-makers and Influencers, Constructing Personas and Competing in the Account
- 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
Day Three: Defining your KSFs, Describing your Strategy and Objectives, Prioritising People to target, Influencing the Specification, Building Credibility and Communicating
- 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
Day Four: Putting the Communications Plan into Action to Win Preference, Influence Purchasing Decisions, Negotiate and Overcome Price Objections from Buyers in the Key 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
Day Five: Defining the Tools and Templates to Build and Manage the Key Account Strategy
- 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