Key Account Management:

KAM is a keyword in the sales realm, exercised intuitively by few sales professionals, but

not even known to the majority. This course sheds light on the definition of KAM, which

accounts qualify as KAM accounts, what is required in a key account manager and the

skills and techniques that help him/her in doing a successful job.

KAM training is a 3 days course , the first day (referred to as Module 2 in the outline) is

Quota B2B game to baseline the participants knowledge and create teamwork

environment.

Module One: Getting Started.

Housekeeping Items.

The Parking Lot.

Workshop Objectives.

Pre-Assignment Review.

Action Plans and Evaluations.

Module Two: Sales process knowledge and team baseline (Quota B2B)

Sales process stages, living the experience

Evolution of selling; relationship to consultative to partnership

Key events in sales process

Multiple sales cycles within the same account

Prospecting and qualifying

Levels of approval and their significance

Module Three: Understanding the realm of KAM.

What is Key account management (KAM)?.

Identifying Key accounts .

Why do you need a KAM strategy?.

Module Four: Assessing and qualifying KAM accounts.

Overview of key business analysis techniques.

How to map any business model using BM canvas.

What are the attributes of an ideal Key Account?

Module Five: practical techniques to penetrate your Key Accounts .

Buying motivations; personal and corporate.

Organization structure in a KAM environment.

Assess client organizational culture and its fit with your organization.

Networking in KAM environment.

Module Six: Engagement models in KAM environment.

Review of several models, their upside and downside.

Bow-tie model.

One on many model.

Cotton-reel model.

Diamond team model.

Module Seven: Achieving KAM supplier status.

Purchasing revolution

Seeking value in a supply chain

Purchasing organization structure

How do they seek value, how to build a shared future.

Module Eight: Competition in KAM environment .

Understand yourself, your customer then your competitor

Competition analysis techniques.

Develop your competition matric

Comparing notes with your customer.

Module Nine: Managing the KAM team.

The human factor

Getting the chemistry right

Maintain team focus while meeting account objectives

Module Ten: Finance for Key Account Managers.

Finance for non-finance professionals

Research clients financial performance and future business objectives Cash flow management in multiple year sales engagement

Module Eleven: Building your KAM plan.

Practical exercise, participants build a KAM plan

Module Twelve: Wrapping Up.

Words from the Wise.

Parking Lot.

Lessons Learned.

Action Plans and Evaluations.