The British Academy for Training and Development offers the Key Account Management Course, designed to equip professionals with essential skills for managing strategic client relationships effectively. This programme presents the meaning and relevance of key accounts as well as how to apply criteria to select such accounts. In addition, such selection will be focused on finding high-paying customers that are worth the effort. An added advantage is that attendees will learn how to develop long-term relationships and trust between them and their customers without sparking conflicts but instead, customer loyalty. Key Account Management training course training  will explore best practices and help delegates highlight where their skills and practices must be developed. In this Key Account Management course you will develop essential key account management skills, learning how to effectively manage your most valuable existing accounts, leading to improved customer satisfaction and increased customer loyalty.

Thus the course is oriented towards the step-by-step development of custom-fit strategic account plans, relating to precise goals and goals tracking on performance. Attendees will gain experience in negotiation skills and conflict resolution to address various types of business challenges and customers professionally.

The course would also include portions of up-selling, cross-selling, and account growth strategies so that every participant can identify different methods to generate maximum revenue from key accounts. Through theory and practice, these professionals will develop the confidence and tools to work productively and excellently in key account management.

Objective:

Five basic objectives of this course are: 

1. Understand Key Account Management Principles 

Understand fully the key accounts and the role they play in maximising organisational performance. Learn to distinguish regular clients from key accounts according to the strategic importance of their value. This will allow assessment of the critical customers who will need custom focus.

2. Establish Customised Account Strategies 

Learn to create strategically detailed account plans that cater to the different needs of each significant client. Attendees will study the harmonisation of client objectives with the organisation's. Thus aided will lay an infrastructure towards success over time with insights on collaboration. 

3. Fortify Client Relationships 

Skills on how to build trust and loyalty with key customers. As effective use of communication and listening would serve to address clients' issues, relationship-building achieves improvement of abilities in retention and growth of key accounts within this niche.

4. Enhance Negotiation and Conflict Handling Skills 

Get valuable skills on negotiating with high-value customers while upholding integrity. Identify possible differences and apply credible strategies for amicable resolution. These skills help maintain the strength of relations with clients at difficult moments. 

5. Boost Growth through Upselling or Cross-Selling 

Identify key opportunities between key accounts. Develop tactics against these, thus making introduction sales of complementary products and services possible. This has sustainable growth potential through effective existing relationships with clients.

Who Should Attend?

This course is ideal for:

1. Sales people who are moving towards a more strategic approach to business development, taking on responsibility for expanding business with high potential accounts as well as further developing and securing important long-term partnerships.

2. Suitable for key account managers, strategic account managers, global account directors, client care professionals, and relationship managers.

3. Suitable also for experienced salespeople with key account responsibilities looking to gain more advanced skills in key account management and development.

4. Business leaders who hold responsibility for the revenue figures along with client retention.

How will attendees benefit?

After completing the programme attendees have following benefits:

1. Specialised knowledge and skills to effectively manage and sustain high-value clients and develop long-term partnerships.

2. Techniques for enhancing relationships, boosting client loyalty, and increasing satisfaction.

3. Upselling and cross-selling strategy for sustainable revenue growth.

4. Advanced negotiation and conflict resolution for professional problem solving.

5. Skills to develop and implement customised strategic account plans in alignment with client goals.

6. Further career enhancement opportunities in account management and business development roles.

Introduction to Key Account Management

• Definition and importance of key accounts.

• Key account selection criteria.

Building Relationships and Trust

• Understanding client needs and expectations.

• Techniques for building long-term relationships.

Strategic Account Planning

• Developing customised account plans.

• Setting objectives and measuring success.

Negotiation and Conflict Resolution

• Effective negotiation techniques.

• Managing and resolving conflicts with key clients.

Driving Account Growth

• Upselling and cross-selling strategies.

• Tracking and maintaining account performance.

Account analysis: defining and selecting KA

• KAM: best-practice actions

• Account analysis insights

• Account analysis methods

• The single factor models

• The portfolio models

• The decision models

• Important 'KPIs' for KA qualification

• Computing the cost per call

• Break-even sales volume

• Result based simulation