Key Account Management in the Automotive Sector

Key Account Management in the Automotive Sector

2-Day Interactive Intensive Inhouse for OEM Managers and Sales Staff

Overview

This Inhouse is aimed at Key Account Managers, OEM Managers, as well as first and second-tier sales staff in the automotive sector. The goal is to strengthen key competencies for managing and developing major customers in a practical and interactive manner – from industry analysis to opportunity and risk management, to sustainable customer development and increasing customer value. Roberto Capone and his team will guide the participants through both days as trainers.

Inhouse Details

The Inhouse takes place over two consecutive days (e.g., September 16 & 17, 2025), from 9:00 AM to 4:00 PM each day, including breaks. Methodologically, we place great emphasis on interactivity, group work, and practical relevance. The target group includes Key Account Managers, OEM Managers, and sales staff from first and second-tier suppliers in the automotive sector.

Inhouse Structure & Agenda

Day 1: Industry Analysis and Opportunity Management

The first day of the Inhouse begins at 9:00 AM with a welcome and a brief introduction, creating a trusting atmosphere and clarity about the Inhouse goals through icebreakers and expectation queries. This is followed by an interactive group work on industry analysis: participants will work in teams to address the current challenges and trends in the automotive industry to deepen their market understanding. After a coffee break at 10:15 AM, the groups will jointly develop desired scenarios for their own organization, strategically looking to the future. In subsequent plenary discussions and short inputs, they will learn to recognize and manage uncertainties. The goal is to identify risks and opportunities in a targeted manner. The lunch break is from 12:00 PM to 1:00 PM. In the afternoon, the focus is on Opportunity & Risk Management: in case studies and group work, practical action options for various scenarios are developed. Participants will then analyze their own competitiveness through a combination of self-reflection and group feedback to identify strengths and weaknesses. Another coffee break offers a short rest. Subsequently, the deficit analysis is implemented using a fishbone diagram in small groups to systematically capture and visualize deficits. The day ends with a concluding discussion and a motivating outlook on Day 2.

Day 2: Potentials, Customer Development, and Service

The second day begins at 9:00 AM with a brief review of Day 1 and a joint goal setting for the upcoming Inhouse day. The groups will then analyze various growth potentials based on practical market examples. This is followed by an interactive exercise on profitability calculation, where the profitability and efficiency of sales activities are evaluated. After the first coffee break, the group will focus on new customer acquisition and securing new series orders. Discussions and case studies will help develop targeted acquisition strategies. The next section focuses on cross-selling and up-selling. Participants will identify potentials in their own portfolio through group work and learn how to generate additional business. After the lunch break from 12:30 PM to 1:15 PM, a practical role play on the sustainable development of existing customers follows. Feedback rounds will help transfer the insights into everyday life and strengthen customer loyalty. Next, referral marketing with OEM partners is on the agenda: through group discussions and the exchange of best practices, participants will learn how to strategically expand their network. After another coffee break, the topics of service and accessibility as key competitive factors are addressed. Strategies for expanding core competencies are developed through group work and experience exchange. Finally, participants will reflect on how customer lifetime value analysis can be anchored as an individual and company-wide goal in a short input and closing round. The last minutes are dedicated to a joint feedback round and the transfer of Inhouse results into everyday work.

Methodology & Special Features

• Interactive: Group work, role plays, discussions, and practical exercises ensure maximum learning transfer.
• Group Dynamics: Exchange and collaboration promote collegial learning and networking among participants.
• Practical Relevance: Case studies and exercises are directly tailored to the automotive sector.
• Motivating: Clear goal setting and feedback rounds strengthen engagement and willingness to implement.

Inhouse Goals

• Sharpen industry knowledge and future perspectives
• Apply risk and opportunity management confidently
• Reflect on and expand own competitiveness
• Identify and address deficits systematically
• Utilize potentials effectively
• Calculate profitability and efficiency
• Promote successful new customer acquisition and series business
• Implement cross-selling and up-selling in sales
• Develop and retain existing customers sustainably
• Use referral marketing strategically
• Highlight service and accessibility as unique selling points
• Pursue customer lifetime value analysis as a strategic goal

Final Notes

The content is structured and geared towards active exchange, so that each person takes away concrete approaches for their own practice in automotive key account management. The Inhouse is led and moderated by Roberto Capone and his team.