An intensive professional development training course on
Strategic Key Account Management
How to Become the Preferred Supplier to your Key Account Customers
Why Choose Strategic Key Account Management Training Course?
Most business-to-business companies have key account customers and it is essential to secure continuous business from those customers. The ideal outcome is to build relationships with the right decision-makers at different levels in their organisation so that you become their preferred collaborative partner. This requires a clear key account strategy and a different understanding of what can bring superior value to the customer.
It is not just about your key account team dealing with the usual buyers. You also need to influence other decision-makers and external stakeholders.
This Strategic Key Account Management training course shows you how to construct an effective key account strategy and make it work in practice.
This Strategic Key Account Management training course will feature:
- How to identify and influence the right decision-makers
- Overcoming price competition and maintaining margins
- Becoming the customer’s most influential partner
- Winning the biggest share of customer’s spend
- How to construct a strategic key account plan
- How to implement the plan as a team
What are the Goals?
By the end of This Strategic Key Account Management training course you should be able to:
- Create a key account strategy and know how to apply it
- Re-position your company within the account
- Create propositions that win preference with the people who matter
- Circumvent buyers who destroy your margins
- Influence specifications and negotiate from a stronger position
- Use your key account team more effectively
Who is this Training Course for?
This course is valuable for key account directors, managers and key account teams who want to increase their sales revenue, profitability and share of the key account customer’s spend. It is designed to show attendees how they can strengthen their relationship with the customer and become valued as a trusted partner, not just another supplier.
This Strategic Key Account Management training course is suitable for a range of professionals and will greatly benefit:
- Global Heads of Key Accounts who want to win more business globally
- Key Account Directors who want to become the customer’s preferred partner
- Key account managers who require a clear plan
- Key account team members who need to contribute to the key account plan
- Other managers required to understand the plan and support it
How will this Training Course be Presented?
This Strategic Key Account Management training course will be presented using a combination of formal presentations, discussions and syndicated exercises. Video and case-studies will also be used.
A major differentiator in this course is that it is highly practical, and delivers real-life examples drawn from the presenter’s many years of experience in helping leading B2B companies to develop key account strategies and deliver them globally.
The Course Content
- 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
Certificate and Accreditation
- AZTech Certificate of Completion for delegates who attend and complete this course
In Partnership With
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Available Sessions
Frequently Asked Questions
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- Online: Explore our training calendar, choose the course that suits your needs, and click the “Register Now” button on the course details page.
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Once your registration is successfully completed, you will receive a confirmation email within 24 hours. This email will contain your registration details, invoice, and the necessary joining instructions for the course.
Our training programs are hosted at luxurious five-star hotels in prestigious destinations across the globe. Some of our popular locations include Dubai, London, Kuala Lumpur, Amsterdam, New York, Paris, Vienna, and many other iconic cities.
Yes, we offer tailored corporate training solutions to meet your organization's specific needs. Please contact us at info@aztechtraining.com or call +971 4 427 5400 for more information.
