Seminar Key Account Management

Basis of Key Account Management (KAM)

• Importance and role of the KAM
• Knowing and successfully fulfilling areas of responsibility
• Organisation and framework conditions for efficient key account management
• Customers' expectations of the key account manager

Analysis of the market and customers

• Customer analysis: analysis of existing customer groups
• Customer planning: criteria for selecting key accounts
• Customer portfolio analysis: from ABC analysis to customer scoring model
• Big picture with the help of market and competition analysis

Planning activities and setting goals

• Applying effective key account management processes
• What is the Unique Value Proposition from a key account perspective?
• Alignment with key account strategies and objectives
• Creating a strategic customer development plan

Relationship networks in key account management

• Creating relationship diagrams of the key accounts
• Buying centre analysis: using processes of customer-internal decision-making
• Using Customer Relationship Management Strategically
• Relationship management in your own company as a success factor

Success management in key account management

• Tasks and goals of controlling in KAM
• Key figures for controlling key account management
• Success control by means of a balanced scorecard
• Measuring customer satisfaction and stability of the customer relationship

With effective key account management, you can meet the high demands of your most important customers, secure the competitiveness of your company and increase your return on sales. In the seminar Key Account Management you will learn how to:

• fulfil the tasks and role of the key account manager
• proceed systematically and result-oriented in customer development
• create added value and enrichment for your key accounts
• increase your turnover through the satisfaction, trust and loyalty of your key accounts
• implement controlling through the use of key figures and make success visible
• help shape and develop key account management in your company

In our seminar we lay the foundations for successful key account management by means of trainer input, partner exercises and impulse lectures. We further develop your technical and methodological competence by discussing best practice examples, which leads to an exchange of experiences among the participants. With the help of role training, you will have the opportunity to practise the methods and techniques for effective key account management. Training materials are available to you during, as well as after the course.

The Key Account Management seminar is suitable for key account managers, salespersons and distributors who want to use KAM to maintain and intensify customer relationships in a profitable way. This Key Account Management seminar also addresses those specialists and managers as well as colleagues and employees who work with Key Account Managers and actively accompany the KAM process.

Would you like to hold the Key Account Management seminar in your company as an in-house trainings? That is of course possible! We will be happy to prepare an individual offer that meets your content priorities, your specified time frame and other wishes. Please send your in-house enquiry to: kontakt@drgkitzmann-akademie.de

The core task of key account management is that it is perceived by customers as the first point of contact for questions and the search for solutions to problems. Here, the key account manager assumes less the function of a classic salesperson and more that of a consultant. It is important that the advisory approach is not shared equally with all customers, but that a manager selects and prioritises between the different accounts in order to be able to use his resources in a targeted manner.

For example, key account managers support their clients in optimising services or products, developing new business activities and planning for the future. Through an intensive, professional business relationship, they become the client's extended teammate.

The Key Account Management seminar shows you how to develop your customer relationships in such a way that you become an indispensable discussion and sparring partner for your accounts. You will learn how to cleverly use internal company resources to create valuable added value for key customers. Through your customised services, you will increase your supplier value and gain valuable competitive advantages. The high importance of professional key account management is made clear by the fact that in many companies 20% of the customer base contributes to 80% of the generated turnover.