Key Account Management Workshop

What is Key Account Management (KAM)

KAM is a strategic approach in business where strategies to managing and nurturing relationships with its most important client or accounts.  These key accounts are typically those that contribute significantly to the company’s revenue, have high growth potential, or are strategically important for long-term success. 

Course Description 

This workshop will introduce participants to the latest global best practices in Account Management Process.  Participants will learn the advanced skills and methods that high performance sales leaders within large, successful multinational companies are using to keep and grow their most strategic accounts. 

Objective 

The objective of KAM is to enhance customer loyalty, drive growth, and secure a competitive advantage through strategic management of the most valuable clients. 

In tough times line now, a company’s top customers/accounts/are more valuable than ever.  Revenue splits are growing ever bigger between top accounts and transactional customers.  What used to be known as the 80-20 Rule (80% of the revenue from 20% of the account base) is increasingly becoming more like 90-10.  This means that an organization’s key accounts are more important than ever, and losing one of these key accounts could have catastrophic repercussions. 

Key Aspects KAM include

1)    Personalized Service – Providing customized solutions and dedicated support to meet the specific needs of key accounts.

2)    Strategic Planning – developing and implementing a long-term strategy for each key account to maximize value and satisfaction.

3)    Relationship Building – cultivating strong trust based on relationship with key stakeholders within the client organization 

4)    Cross-Functional Coordination – coordinating efforts across different departments (e.g. sales, marketing, customer service) to deliver a cohesive experience.  

5)    Performance Monitoring – regularly assessing the health of the relationship and the performance of the account to ensure goals are being met.

Course Outline 

Session 1 – Introduction 

·      Program Overview – Goals and Outcomes 

·      Group Activity – Introductions 

·      What is Account Management 

·      A Trend Toward Commoditization 

Session 2 – Segmentation 

·      Overview of Account Segmentation 

·      The Model and Approach – Why Segment Accounts 

·      Live Demonstration – Effective Segmentation Tools 

·      Treatment Strategies 

·      Activity – Developing your Treatment Strategy 

·      Learning Process Check 

Session 3 – Managing Account Teams 

·      Overview of Account Teams 

·      Account Team Methodology 

·      Key Roles and Responsibilities 

·      Attributes of an Effective Team Member – A Checklist 

·      Activity – Identifying the Account Team 

·      Learning Process Check 

Session 4 – Developing Account Strategy 

·      Overview of Account Strategy 

·      Metric-Based Key Account Planning – The Source of Strategy 

§  Tools such as the Metric-Based Account Plan including Dashboard Metrics

o  Relationship Penetration Index 

o  Loyalty Index – The Voice of your Key Accounts 

o  Opportunity Management – Qualifier Rating, Account Rating 

o  Wallet Share – Keeping and Increasing 

o  Economic Value Indicator 

o  Internal Risk Assessment 

o  Revenue Growth 

o  High Value Activities 

o  Voice 

·        Voice of the Key Account – Metrics that drive sales success!

·        Case Study – How a company increased revenue performance in their top 100 accounts by integrating important customer feedback into strategy development 

·        Financial Impacts

·        Group Activity – “Know your Potatoes”

·        Economic Value Proposition – The Critical Importance of Developing, Presenting, and Validating ROI and EVP with Senior Leaders within Key accounts

·        Live Demonstration – Best-in Class ROI/EVP Calculator Tools 

·        Relationship Management Strategy 

·        Case Study 

Session 5 – Opportunity Management 

·        Overview of Opportunity Management 

·        Opportunity Management Process 

·        Opportunity Profiling and Qualification 

·        Dynamics of Decision Making 

·        Developing A Winning Opportunity Strategy 

·        Case Study – Increased average Key Account revenue 

Session 6 – Internal Account Reviews 

·        Overview of Internal Account Reviews 

·        Process for Conducting the Internal Account Review 

·        Group Activity – Creating an Action Plan and Effective vs. Ineffective Reviews 

·        Learning Process Check 

Session 7 – External Account Reviews 

·      Overview of the External Account Review 

·      Process for Conducting the External Account Review 

·      Group Activity – Your External Account Review 

·      Methods for Executing the External Account Review 

·      Learning Process Check                   

TRAINER’S PROFILE 

DAN OWINGS, MBA – Senior Advisor – Global Practices, GM Asia Pacific 

The Chapman Group 

Since joining the Chapman Group, Dan has helped clients develop effective processes and methodologies to enhance their relationships with key accounts and grow revenue.  A global business strategist, he has developed high-performing programs for multinational clients in the areas of Key Account Management best practices, Metric Based Strategic Account Planning, Account Segmentation, and Customer Loyalty. 

Dan’s career included:

·     Customer Experience Advisory Board, The George Washington University School of Business

·     Vice President, Business Development for UPS Logistics Technologies, Inc. (a subsidiary of United Parcel Service)

·     Senior Vice President, Sales and Marketing for Fortress International Group, a global technology consulting and engineering firm specializing in mission critical data center infrastructure.

·     Implementing innovative sales and account management initiatives in collaboration with firms such as Unilever, Coca-Cola, Nestle, Pepsi-Cola, Frito-Lay, Colgate-Palmolive, 3M, Ingersoll Rand, Abbott Labs, B. Braun and Kraft Foods. 

·     Being interviewed and quoted in major international trade journals and speaking at several industry conferences globally. 

Dan holds a Bachelor of Science in Business Administration from the University of Maryland, an MBA with a concentration in marketing and finance from Loyola University and has completed graduate studies in International Business at the George Washington University in Washington, DC.