Key Account Management

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. It is not a quick fix but an on-going 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 and take out cost can be identified. Lasting relationships can then be built which both vendor and customer are committed to and benefit from.

The programme is designed to identify customers suitable for a KAM approach and devise tactics to develop key accounts.

The course is suitable for all those concerned with the development of the company's customers; sales executives responsible for key accounts, sales managers, marketing managers and divisional managers.

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


9.00 Arrive and Coffee
9.30 Introduction and Course Objectives
•The Customer Relationship
•Phases of the customer relationship
•The customer's perspective
•Understanding customer needs

10.35 Coffee
10.55 Principals of Key Account Management
•Customer Plan
•The Key Account team

11.40 Implementation
•Selecting Key Accounts
•Relationship Building
•Setting Service Levels

12.30 Lunch
13.30 Releasing Value
•Lean Construction
•Integrated Supply Chain
•Supply Chain Management
•Value Creation Process

15.00 Coffee
15.20 Managing Key Accounts
•Measuring Profitability

16.00 Close

Cost: £295 + VAT