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Master Program: Effective Key Account Management

Learning purpose

In an environment where markets are becoming more competitive, products and services are rapidly commoditizing, and customers are increasingly savvier and more demanding, the role of the Key Account Manager is becoming more relevant and challenging than ever. In today’s competitive and shrinking markets, executives must gain a deeper understanding of customer needs, and therefore, should be able to anticipate potential competitive responses to their actions and provide plausible and cost-effective solutions. This program is designed to equip account managers with new tools and techniques to help them guarantee sustainable margins and increased market share through profitable management of their key account relationships.

 

Effective Key Account Management is an intensive three-day international executive program that provides participants with cutting-edge frameworks, perspectives and techniques to develop and manage value-based customer strategies in order to surpass the competition in value, delivered and obtained, from their key accounts.

 

Target audience

This program has been designed for executives who have a direct impact on in their firms’ marketing and sales strategic outcome. The program will also be of interest to Strategic Directors, Purchasing Managers, Distribution Managers, Business Development Directors and Senior Consultants, among others.

 

The program is particularly targeted at, but not limited to:

• Key Account Managers
• Chief  Marketing Managers
• Managing Directors
• Sales Directors
• Senior Marketing Managers
• Senior Sales Managers
• Senior Business Managers
• Human Resource Department Heads

 

 

Programme

This program focuses on core strategic management and people management issues that aid the implementation of Key Account Management best practices: identifying key customers, their needs and how to meet them, as well as, the establishment of rewarding long-term client-company relationships that add value.

 

Participants will develop a sound understanding of how to:

• Analyze, identify and prioritize − through segmentation − the value, costs, benefits and risks offered by each key account.
• Gain a deeper understanding of customer needs and how you can translate them into increased profitability.
• Manage your Sales Force successfully.
• Create a global overview of strategic market potential by means of Key Account Management.
• Differentiate your product/service offering even in commodity, low price segments or in any given competitive environment.
• Develop and manage a portfolio of valuable and profitable customers by offering a unique value proposition.
• Understand your clients’ decision making process and how to gain from it.
• Improve management skills and competences, including negotiation abilities that create value.

 

PROGRAM CONTENT

The program features several hands-on modules that address numerous issues of concern for Client-Relationship Managers. Topics to be discussed include:

 

Key Account Management

With this introductory session participants will gain insight on how to analyze their customer’s needs and identify Key Accounts.

 

Key Account planning and strategy  

An effective key account strategy requires careful advanced planning and implementation. This session will outline the main steps that must be taken, and provides a framework for mapping out your key account strategies.

 

Managing global accounts

As companies grow, so does their need to efficiently manage customers in multiple parts of the world, often with different requirements and capabilities. This session will examine successful strategies used by companies in managing global customers.

 

Developing the right Value Proposition

By analyzing a success story, the focus will be placed on the process required to build a winning Customer Value Proposition (CVP), tailored to customer needs and in line with your company strategy.

 

Capturing the voice of the customer to improve business results

In today’s competitive environment, companies that do not actively listen to their customers will spend time and money in product development and business processes that will not necessarily guarantee value creation. This session will look at innovative ways of capturing the voice of the customer and how to transform it into actionable tactics that the internal organization can act upon.

 

Account Manager Principles – Case Study

By analyzing a case of a company with an extremely competitive and long standing account management system, a deep revision of the principles and skills fundamental to succeed in the management of key accounts, both in the short and long terms, will be carried out along a dynamic and highly involving session.

 

Negotiating for sales and marketing success

Negotiation skills are an essential prerequisite to ensure that company negotiating objectives are achieved while keeping everybody happy within the organization. Participants will be provided with essential tools to negotiate effectively in complex situations, not only within their Sales and Marketing departments, but also in any given context in which negotiation skills would be required.

 

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