The key Account Manager

The Key Account As a Business Partner

Discovering Opportunities

The Key Account Development Plan

Relationship Management

Marketing Communication Programmes

Winning Business

Key Accounting Handling

Module 1: The Key Account Manager (Foundational)

Definition and strategic importance of key accounts.

Roles, responsibilities, and core competencies of a Key Account Manager (KAM).

Distinction between traditional sales and key account management.

Understanding the key account lifecycle.

Developing a KAM mindset: strategic, long-term, and value-driven.

Module 2: The Key Account as a Business Partner

Shifting from a vendor-client relationship to a true business partnership.

Understanding the customer's business strategy, goals, and challenges in depth.

Identifying mutual value creation opportunities.

Aligning your organization's capabilities with the key account's strategic objectives.

Building trust and credibility as a strategic advisor.

Module 3: The Key Account Development Plan

Purpose and components of a comprehensive Key Account Development Plan (KADP).

Strategic account analysis: SWOT, Porter's Five Forces (applied to the key account's industry).

Setting SMART objectives for key account growth and retention.

Developing actionable strategies for increasing penetration, share of wallet, and profitability.

Resource allocation and internal stakeholder alignment for KADP execution.

Module 4: Discovering Opportunities

Proactive opportunity identification techniques (e.g., market research, industry trends, customer feedback analysis).

Advanced questioning and listening skills to uncover explicit and implicit needs.

Mapping the customer's organization: identifying decision-makers, influencers, and their individual motivations.

Value proposition development tailored to specific key account challenges and opportunities.

Leveraging data and analytics for insights into account potential.

Module 5: Relationship Management

Strategies for building and maintaining strong, multi-level relationships within the key account.

Managing complex stakeholder relationships (technical, procurement, executive, user).

Conflict resolution and issue escalation within key accounts.

Building internal champions and advocates.

Measuring relationship health and satisfaction.

Module 6: Marketing Communication Programmes

Tailoring marketing and communication efforts specifically for key accounts.

Developing personalized content and messaging.

Leveraging executive sponsorships and thought leadership.

Organizing bespoke events, workshops, or webinars for key accounts.

Internal communication to ensure organizational alignment and support for key account initiatives.

Module 7: Winning Business

Strategic sales process for key accounts: from qualification to close.

Developing compelling proposals and presentations.

Negotiation strategies for complex, high-value deals.

Addressing objections and managing competitive threats.

Post-win integration and onboarding for long-term success.

Module 8: Key Account Handling (Operational Excellence)

Best practices for day-to-day management of key accounts.

Service level agreements (SLAs) and performance metrics for key accounts.

Problem-solving and issue resolution processes.

Effective use of CRM systems and other tools for account management.

Performance review and continuous improvement for key account strategies.

Succession planning for key account managers and ensuring account continuity.