Key Account Management - The Masterclass

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Managing for Profit with Scarce Resources

How to Analyse and Select Key Accounts
Learn some tools and processes for executing a successful Key Account Strategy
Understand the true meaning of value
How to develop strats and tactics to suit each type of account
Learn how to create compelling value propositions for each account type
Learn Consultative Selling Skills
Learn how to create Customer Personas
Learn how to map and manage the Customer Journey
Learn how to create compelling Value Propositions
Learn how to use and apply the Science of Persuasion
Learn how Behavioural Economics affects the purchase decision.

No prior experience needed, you will be taken through the entire process from start to completion

This course is drawn on my 20 plus years on teaching Key Account Management and working with some of Europe's foremost thinkers and writers on KAM.
Managing accounts is akin to playing roulette. All the accounts are the slots on the roulette wheel and squares on the table. Our resources to services all these are scarce and represent the chips we gamble with. The function of Key Account Management is to enable us to place our few chips on the squares so as to win most of the .
Many books and trainings on Key Account Management talk about the things you should do to service your Key Accounts, this one does too, but here we also show how actionable strats and tactics can be developed for ALL accounts to support the KAM initiatives so that the optimal profitable returns can be made from all out account servicing efforts
Delegates signing up for this course will be able to author developed tools to help them objectively classify their accounts into Key Account, Key Development Accounts, Key Maintenance Accounts and Divest Accounts and strats and tactics top optimally serve them all for maximum profit can be developed and actioned
We will show how accounts and the people in them can be meaningfully snted and how real, genuine and lasting value can be created by delivering real quality to them.
Quality is hugely subjective and exists ONLY in the mind of the customer. This course will also show delegates how to analyse their accounts and the people in them to uncover unmet, often unrealised needs and create clear and lasting value. We then show how compelling value propositions can be created to maximise returns and differentiate client companies from the competition.
This course will show you how to snt your customers by account and by personality. You will develop Customer personas and discover how to create compelling value propositions for each persona type. We will look at customer types and look at selling skills, both from the fundamentals aspects and more advanced Consultative selling Skills that will give you all the tools to become a trusted advisor and partner to your Key Accounts.
Keywords: Key Account Management, KAM Key Account Selection, Value Propositions, Customer Personas, Market Sntation

Key Account Managers
Sales Professionals
Business Development Executives
Brand and Marketing Executives

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