SellChology – Key Accounts Management Program

Aristotle Onassis said, “The secret in business is to know what nobody else knows.’

This program is about developing a competitive strategy for retaining and growing key accounts.

A powerful key accounts management strategy focuses on your key accounts to help them attain goals that are important to them, allowing you to become a contributor and ‘team member’ and not just a supplier. This type of strategy eliminates your competitors effectively. Key accounts management allows you to make measurable contributions to a customer’s business.

The more you make measurable contributions to the customers’ business, the more valuable you become as a contributor to their success. KAM is one of the true business essentials. The importance of KAM is recognised by all successful businesses, because it is possibly the number one element in customer retention and growth.

About the Program

A satisfied customer is NOT always a loyal customer. For many years, the goal has been ‘satisfied’ customers. Satisfaction is important, but it is not a guarantee that customers will continue to buy from you. Loyalty is built when you and the customer are aligned with certain factors. This program will reveal those important factors and is about developing a competitive strategy for retaining and growing key accounts.

These are some outcomes of a great key accounts management strategy:

You increase competitor irrelevance.
You increase 1 supplier importance.
You decrease the fear of failure.
You decrease price issues and increase the meaning and role of your price.
You increase loyalty, trust, and support.
You build extreme customer loyalty.

What You Will Learn

Module One: Competitive Strategy for Key Accounts

What are key accounts.
The seven key dependence factors.
The science of intelligent retention.
What is a competitive key accounts management strategy.
Why you need an effective KAM strategy.

Module Two: Old School KAM vs. New School KAM

Old school KAM – Supplier centred.
New school KAM – Customer centred.

Module Three: Developing a Strategic Account Plan

Understanding the customers’ primary business and environment.
How to recognise trends within their business environment.
The customers’ human resources – The art of relationship mapping.
Understanding your strengths at the customer.
Understanding your weaknesses and threats at the customer.
Understanding your opportunities at the customer.
Developing your action and strategic plans.

Module Four: Selling More Effectively Into a Key Account

How to conduct a needs analysis.
How to sell solutions and value propositions.
How to present price as value not cost.
How to apply appropriate selling concepts.

Audience, Duration and Format

This program is suitable for all organisations and individuals who want to improve their key accounts management strategies. The course duration is three days and can be conducted consecutively or split.