Key Account Management - Advanced

Practical Tips on Acquisition and Retention of Key Clients

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Last Updated: 2022-04-25 11:04:42 English Course Type: Self Learning

Advanced Skills in Acquiring and Retaining Key Customers
Develop the Approach of 'Consultative selling' as a need of hour post Covid-19 situation
Client and Market Mapping to Yield better results
Practical learnings through Real Time Case Studies
Practical and Self Tested 'Tips' on effective handling of Key Clients

Key account managers work with a company’s biggest (i.e., most important) customers to build long-term, strategic partnerships. This role requires a range of skills from closing sales and nurturing relationships to strategic planning and cross-functional leadership. KAMs' are bound to 'Gear Up' in this New Normal situation at earliest before they miss the 'Bus'. And losing one of those key accounts could have dire consequences for your business’s bottom line and long-term viability.

In this 'Next Generation' market, companies are quickly discovering that winning with their key customers is becoming more critical than ever. Achieving excellence in key account management has become more complex and more significant in ensuring growth excellence. This program focuses on creating a structure for account management personnel to develop a strategy to manage those critical relationships that ensure business success. This leads on to looking at the operational processes required to ensure effective account management, and good working relationships between both parties.

The course is very practical in nature, and includes exercises, that give learners the opportunity to reflect on how the subject matter relates specifically to their existing accounts. The program also provides tips and ideas to assist delegates achieve successful account management. You will be able to:

Define the key account management’s main functions and best practices
Recognize the importance of re-defining businesses processes to match the ever-changing market and customer requirements
Produce clear sales and marketing differentiators to neutralize competition (value-based proposition)
Learn techniques for increasing the penetration throughout the depth and breadth of the key accounts
To know and identify why customer mapping and timeline mapping is important to keep the flow of the business

You got to be working or aspiring to work as a Sales Person / Key Account Manager handling Key Accounts for your company
Basic Knowledge of what is Key Account Sales
Preferably, should have gone through my 'Basic' course posted on Udemy - @ Be a 'Specialist' In Key Account Acquisition and Management

Key Account Managers
Sales Managers
Those who are in any capacity of handling big ticket clients

Section 1 : Introduction ! 2 Lectures 00:08:02
Lecture 1 :
Welcome to the course ! Preview
Lecture 2 :
Introduction to KAM and Its Importance
Section 2 : The KAM Process 4 Lectures 00:20:00
Lecture 1 :
Transition From KAM to KAP
Lecture 2 :
Case Study – Where did they go wrong?
Lecture 3 :
Case Study Discussion and Answer
Lecture 4 :
Preparations Before Going For KA
Section 3 : Market Mapping And Client Acquisition 2 Lectures 00:09:26
Lecture 1 :
Setting Objectives Before Acquiring Key Account
Lecture 2 :
Key Account / Prospect Mapping Quarter wise
Section 4 : New Market Study and Development Indicators 1 Lectures 00:04:05
Lecture 1 :
Matrix of Market Study Post Mapping
Section 5 : Key Account Retention/ Relationship Strategies 2 Lectures 00:10:35
Lecture 1 :
3X3 Matrix of Key Account Retention/ Relationship Strategies - Do's and Dont's
Lecture 2 :
Designate Key Account Review Committee
Section 6 : Case Study - ABB & Caterpllar Case (Drawn from Google) 2 Lectures 00:15:15
Lecture 1 :
Case Study - ABB & Caterpillar Case of G.A.M. Clash
Lecture 2 :
Discussion on Case Study - ABB & Caterpillar Case of G.A.M. Clash
Section 7 : E.R.V. vs. N.C.A. - Maintain the Ratio Judiciously 1 Lectures 00:05:24
Lecture 1 :
E.R.V. vs. N.C.A. - Meaning & Importance
Section 8 : Appetite for Eating the 'WHOLE' Pie! 2 Lectures 00:13:17
Lecture 1 :
Practical Tip on eating in to competitor's share in market
Lecture 2 :
Conclusion - Ultimate Aim of KAM
Section 9 : Quiz & Conclusion 1 Lectures
Lecture 1 :
Final Quiz
Section 10 : Summary and Closure 1 Lectures 00:02:53
Lecture 1 :
Summary and Closure

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Dr. Abhishek Tiwari,

226732 Course Views

4 Courses

Passion and Quality in work is the key to a successful professional. As a trainer, this is of prime importance to me. A knowledgeable Soft Skills International Trainer having a sound understanding of needed traits for workplace success and a strong ability to train employees in improving those characteristics. A management graduate from Kirloskar Institute of Management with 16 years of total work experience with 10 years in Training & Development. Have served as Regional Training Manager (Delhi) in ICICI Bank Ltd. A renowned International trainer who has also authored couple of books on sales. I have conducted more than 1500 classroom sessions so far and have trained more than 25,000 professionals on various business management topics. On various soft skills and behavioural topics, I have conducted training programs for 215 different companies in 22 different sectors of corporate world in countires like India, Dubai, Oman, Bhutan and Nepal. I am a double PhD. holder and have also done PGDM in Marketing.