Objectives
- Understand Key Account Management (KAM) and the changes it entails.
- Set up or strengthen the KAM organization.
- Clarify the behaviors and skills needed
- Clarify the roles and methods of key-account managers
- Create or improve the tools needed for KAM
Participants
- Key Account Managers
- Sales people
- Sales Managers
- 12 participants max.
Prerequisites
- A good command of sales techniques
Programme
- What is key account management?
- Differences with the usual management of a 'normal' client
- The 4 types of key account management, the best choice for you
- Consequences in terms of organisation and teamwork
- Skills to develop for an effective Key Account Management
- Identification of key accounts
- Definition and selection criteria
- Measuring key accounts
- What to measure and why (7 examples)
- With which tool
- Networking within the key account
- Mapping key contacts
- Understand the role, objectives, needs and motivations of each in the customer-supplier relationship
- Develop the right 'contact strategy ·Using the right communication and negotiation style
- The special case of procurement
- The differences with 'purchasing’
- 10 rules to follow with procurement
- Strategy and planning
- The criteria for a realistic and effective strategy
- The need for a key account management plan: the KAP
- Determining the best strategy in teamwork
Methodology
- Limited reminders of sales techniques
- Facilitation of working groups to build each step of the process
- Inductive facilitation to encourage active participation
- Taking into account the contributions of "experts" (product managers and successful salespeople) in the modelling Training (role-playing) for each stage of the process
- Personal action plan
"Winfried's ability to deliver the training with a high level of pedagogy in line with the company's objectives and, last but not least, the pleasure we had working together are second to none."
"For more than 30 years, thanks to Winfried, I've been integrating into my DNA this passion and know-how for negotiation and management that he's one of the rare people to know how to pass on so well ... I prescribe his advice with my eyes closed!"
"WW has helped us support our international expansion through a digital training platform. He's talented [...] and, on a human level, he's been able to identify how to use everyone's strengths and weaknesses to get us all moving in the right direction. Well done!"
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