Strategic Key Account Management



Course Introduction

This programme is designed to assist executives and managers responsible for key account management to harness the power of communication to build relationship with key accounts that can lead to increased sales, commitment and support from the customers.

  • Senior Managers, Managers, Team Leaders responsible for managing key accounts and developing client relationship.

• Identify the key factors in differentiating customer needs
• Develop strategies for effective key account management
• Use appropriate CRM tools to add value to the existing and new customers
• Use effective communication tools and techniques including NLP to engage key clients at feelings level

• Comprehensive action learning in an interactive and fun way
• Simulations, discussions, role plays and presentations

3 Pillars of Key Account Management (KAM)
• Sales
• Relationship
• Tools

Sales
• The Consultative Approach to KAM
• Managing the Gatekeeper
• Value Propositioning

Relationship
• VAK Communication Styles for Building Relationship
• 3Vs in Communication (Visual, Vocal & Verbal)
• The art of Listening
• The art of Questioning
• Building Trust & Integrity

Tools
• CRM Tools for KAM
• Planning Your Sales Funnel
• Segmentation and ‘Customerisation’ for KAM Success