Key Account Management

Key Account Management is defined as investing in establishing and building relationships with customers who are strategically important to the future of your organization. Key accounts buy much more that your products, services and solutions; they buy expectations. What they require is problem solving and creative thinking about their business. They demand a coordinated, consistent engagement with your organization that ensures a rapid and effective response to their changing competitive conditions. And above all they want proof, hard evidence, that you can deliver added value in excess of price. Obviously you cannot offer this level of service to all your accounts because…

Spreading resources too evenly across too many customers guarantees the inability to add significant value that you get paid for. The result is a commodity mentality on the part of the customer and a marketing model that is too expensive for your firm to justify.

The Bottom Line Benefits of Key Account Management:

  • Converts customer satisfaction into greater profits.
  • Places the customer at the heart of your business.
  • Enhances better utilization of resources.
  • Establishes barrier to competitive entry.
  • Provides 2 to 1 odds that you win bids.
  • Eliminates or significantly decreases RFP’s/RFQ’s and bids.
  • Substantially increases customer loyalty.

Participants Completing This Program Will Know How To:

  • Understand Key Account Management as an approach to selling.
  • Understand the roles and responsibilities of Key Account Managers.
  • Avoid common (Deadly) Key Account Management Mistakes.
  • Identify prospective Key Accounts.
  • Build Key Account Teams.
  • Develop Key Account Plans.
  • Analyze customers and prospects.
  • Analyze competitors.
  • Analyze your current position with the customer.
  • Develop Essential Key Account Strategies.
  • Build internal support.
  • Manage relationships.
  • Manage information.
  • Manage opportunities.