Strategic Key Account Management

YOUR BENEFITS

The participants will learn how to ...

Build and manage the relationship with key customers as a longterm 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

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

CEO´s/Business Unit Leaders, Managers and Specialists from Marketing, Sales and Service.