Key Account Management

Tapping the Profit Potential of Top Clients

The competition for top clients is getting tougher. New companies are offering alternative solutions to your customers on a daily basis. You cannot win new customers with past routines. Your sales approach will only lead to an entrée if your solution offers added customer value.

Your communication and relationship-building skills with existing customers and potential clients are essential. Successful key account management involves building a contact network of the stakeholders involved within the Key Account and being able to speak their language.
It involves developing a Key Account Strategy and stakeholder management based on understanding the buying cycle and decision factors of your accounts.

Developing a professional Key Account Management optimises your long-term relationship with your crucial clients.

Goal

In this course you will learn how to systematically develop top client potential and how to build long term client relationships. You will learn effective value propositions for your key customers and increase the effectiveness of your stakeholder network.

Contents

• The Key Account Role – the day to day and long term responsibilities
• Overview of Key Account Management Potential
• Identification and profile of your Key Accounts
• Understanding the Account's Business Environment
• Relationship and interface management
• Managing the Key Account Sales Process
• Consultantive Selling in Key Account Management

Method

Trainer input, transfer to own work situation, practical exercises, knock-out criteria, moderated discussion, positive presentation, best practice: company example