Key Account Management unlocks profits

A skilled key account manager plays one of the most important roles in protecting a business's prosperity. There are fewer customers than ever before, so it is of paramount importance, as key account management drives the profitability of business-to-business marketing.

"Key Account Management is one of the most important changes in selling that has emerged during the past two decades," says Rheeder. "It is a core function, used by business-to-business suppliers to manage their relationships with strategically important customers. It is about changing the way people work, not just a sales technique."

Course outline

KAM is one of the fastest ways to increase profitability dramatically. Managing key or major accounts and maximising their potential requires a different set of skills to selling. This two-day outcome-based programme has been developed to create a company's sustainable competitive advantage (SCA) through twelve practical strategic maps.

• Definition and characteristics of a key account
  
• Role of key account manager
  
• Implications of account manager, account and company
  
• Understanding decision-making units
  
• Identifying individual levels of influence and allegiance
  
• Aligning to objectives, setting tangible tactics to maximise strengths and minimise weaknesses
  
• Maximising resources
  
• Understanding individuals' behaviour
  
• Modifying selling and managing behaviour to complement customers and build key relationships within accounts
  
• Buyer motivations
  
• Creating a win/win approach to negotiations
  
• Understanding relationship between concern for objectives versus concern for relationships
  
• Developing value propositions
  
• Planning around needs, wants and desires
  
• Planning for negotiations within key accounts
  
• Setting three-year objectives in line with your KA's objectives
  
• Mapping out your KA's Key Buying Factors and Blue Ocean Strategy
  
• Creating Practical Strategic-Maps to sustain competitive advantage

The two-day course costs R7,399 + VAT and places can be reserved by calling Kevin Cloete at +27 (0) 21 782 0508 or Debbie Last at +27 (0) 11 484 7663.