Learning Outcomes
- Improve profitability
- Build closer relationships with key customers
- Exclude competitors from your customers
- Identify customers suitable for a KAM approach
- Devise tactics to develop Key Accounts
- Develop processes for releasing value from the supply chain
Who should attend
The course is suitable for all of those concerned with the development of the company’s customer; Sales Executives responsible for key accounts, Sales Managers, Marketing Managers and General Managers.
Course leader is Chris Ashworth
Course Content
As pressures on profitability increase companies need to develop new and imaginative methods of retaining customers. Key account identification and management is a process which does this, while using internal resources effectively.
Key account management is not a quick fix but an ongoing evolution which the company must adopt and practice. It requires a detailed understanding of the customer’s business processes so that opportunities to add value can be identified.
Achieving this takes significant organisational resource and it is thus important to restrict the approach to customers that are receptive to the concept and present long term growth opportunities.
The concept must first be sold internally, it is then necessary to win the commitment of the communicate the customers you wish to become Key Accounts. This is an opportunity to present the organisation in a new light and identify new opportunities to work profitably with customers.
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6 Hours CPD
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