Inhouse Seminar - Key Account Management (Englisch)

Strategic Key Account Management

Boost your profits by helping your most important customers become even more successful with your key account management. Develop and implement effective Key Account plans.

Background

A close relationship with key strategic customers is the ultimate competitive advantage a company can achieve. Studies show that professional Key Account Management (KAM) leads to strong, long-term customer loyalty and a significant increase in profits. Successful KAM requires aligning your entire organization, including its strategy, processes, structures and people, with Key Accounts´ requirements.

Your Benefits

The participants will learn how to ...

• Build and manage the relationship with key customers as a long-term approach to build  customer loyalty and increase profits.
• Segment customers based on their attractiveness and profit potential.
• Align the entire organization with Key Accounts´ requirements.
• Develop and implement effective Key Account plans.
• Calculate the return on investment (ROI) for their company and the Key Accounts.

Contents

• Why strategic Key Account Management
• Providing added value for the customer and your organization
• Strengthening customer loyalty and your organization´s competitive position
• Stages in introducing KAM
• Selecting strategic customers based on a list of criteria
• Hard and soft criteria
• Slim KAM and strategic partnership
• International KAM
• Types of Key Account Management
• Key Account Analysis and Planning
• Analyzing the customer´s market position and competitive power
• Analyzing customer needs and purchasing processes
• Analyzing your situation as a supplier
• Developing attractive offerings and a cooperation strategy
• Integrating KAM into your organization
• Front-end and back-end organization
• KAM as a line, matrix and staff function
• Establishing effective Key Account Management processes and systems
• Selecting and qualifying Key Account Managers
• Managing Key Account teams
• Remuneration and incentive systems
• KAM Controlling