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Key Account Management

Start Date: August 19, 2015 | Duration : 2 days | Price : 4500 AED

Context to this Workshop

  • A challenge in major account management is differentiating between routine replenishment and business development
  • A defined key account management process supports Improvement in the focus on business development
  • Tendency is that account handlers operate to their own ways of working, creating a lack of continuity
  • Account management skill-set lacks commercial focus and data analysis
  • Relevant engagement with key customers is a key success factor - simply ‘selling’ and ‘trading’ with key customers does not provide a competitive advantage
  • Conventional selling ‘mindset’ creates a product-centric approach as opposed to a customer-centric approach to engaging with key customers
Key account management training, Dubai, UAE

By the end of this course, participants will be able to:

  • Integrate a defined process for customer development
  • Build consistent operationally-led routines for day-to-day customer management and development
  • Enable account handlers to be better organized and data-friendly
  • Build commercially-driven and analytically inclined account handlers, leveraging information and insight to drive and influence the agenda
Key account management training, Dubai, UAE

Who will benefit from attending?

  • Key Account Managers, responsible for managing the relationship with key customers
  • Sales Managers who oversee the development of key customers
  • Aspiring Sales Supervisors who are being developed towards managing key customers
  • Cross-functional personnel who seek to understand modern customer management practices to improve cross-function support and for personal career development
Key account management training, Dubai, UAE

A detailed case study simulation is embedded into the course and is revisited several times throughout to bring to life the key principles and benefits of the skills, tools and knowledge that is covered through the course.

Introduction to Structured Selling

  • The key principles of Structured Selling
  • How Structured Selling benefits the course participants
  • Structured Selling related to Key Account Management

The role and responsibilities of the Key Account Manager

  • From conventional ‘selling and trading’ to being commercially focused business managers
  • Key Account Manager competency framework

Key Account Management Process

  • Introduction of a structured, clearly defined process
  • Methods to identify, develop and collaborate with customers on key business initiatives

Performance Analysis

  • Analytically and fact-based approach
  • Creating fact-based proposals and solutions

Customer Orientation

  • Identifying and understanding customer needs and wants
  • Understanding customer business and profit drivers
  • Adapting product and service proposals to meet customer needs

Customer Meeting Process

  • Preparing and controlling customer meetings for maximum mutual productivity
  • The importance of internal and external communication and follow-up

Keys to Selling and Influencing Customers

  • Questioning and listening skills

Presentation Process

  • Preparing and presenting persuasively
  • How to present compelling new business opportunities to the customer

Case Study Role-plays

Business Assignments

  • Behaviour changes - 30, 60, 90-day action plans
  • Business changes: customer specific objectives and agendas
Key account management training, Dubai, UAE

Business Benefits

  • Embed a defined process to managing and developing key customers
  • Improved ROI from trade investment
  • Collaboratively-driven business plans which underpin volume and revenue targets on a customer-by-customer basis
  • Develop work-based assignments to integrate skills and knowledge into daily routines to drive application and retention

Personal Benefits

  • Take away a clear roadmap that enables a more effective approach
  • More confidence in dealing with increasingly complex customers, and ability to manage customer expectations
  • Better understand key customers and be more customer-centric
  • Build stronger relationships across customer organisations
  • Personal learning plan to support application and consolidation of key learnings on-the-job
Key account management training, Dubai, UAE

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