Strategic Planning For Successful Key Account Managers

Introduction

How to develop Key Account Manager’s skills in the new era? Why are all your key account managers not achieving their goals and objectives? Are they surviving or just order taking? Lack of communication skills? Unable to handle their customers effectively and successfully? Can’t seal any deals? They are talented but are they skillful in handling the right stakeholders, with the right conversation and targeting the right buying centers? Are all these excuses or do they lack strategic planning skills? Most organizations have doubts about their key accounts as they don’t really understand their needs and wants. It took 10 years to build a strong relationship but only took 10 minutes to destroy it. This course is designed specifically to address every need and want of your key account. Don’t miss this opportunity to develop your key account managers. Join us in the coming workshop!

Learning Objectives

• To understand the main functions of Key Account Management recognizing the right data.
• To convert the supporting role to branded Key Account role in the organization.
• To develop the in-depth techniques & strategies in becoming a successful key account team.
• To produce effective conversations with the right stakeholders addressing their needs.
• To create effective urgencies, the right & positive mindset in managing key account customers.
• To identify the value proposition in dealing with key account.

Learning Outcome

At the end of the sessions, participants should be able to:

• Construct a mock plan for Key Account Management using the IQ methodology.
• Identify 3 key challenges in Key Account Management strategy using the KEN methodology.
• Develop a questioning plan for Key Account using the professional CCC’s methodology.
• Develop effective key functions of handling Key Account Manager using the PESTEL & SWOT analysis.
• Identify at least 3 key value proposition by using the 5 VP boxes methodology.
• Design own strategic plan using the account plan with the SMART strategy.

Key Content

Module 1: Understanding Main Functions Of Key Account Management

• Introduction
• Sales challenges in Key Account Management
• Why Account Development Plan?
• The use of IQ methodology
• How ADP helps?
• Account planning brings strategic values
• Action plan: Key Account mock plan

Module 2: Identifying How And What To Execute In Key Acct Management

• ICT/solutions are really crowded
• The changing buying/selling environment – buyer’s journey
• The importance of Key Account
  • Why data/information?
  • What is their potential?
  • What is their background?
  • Their needs & wants?
  • Who are the end user?
• Importance of engagement
  • Why engagement
  • Why so important
• Different stakeholders? Right buying centres?
• 3 key challenges in Key Account Management KEN strategy
• Action plan: Identify your key role

Module 3: Techniques & Strategies Of Successful 21st Century Key Account Managers

• Differentiate or disappear?
• Creating branding mindset and values not price nor quantity
• Power of questioning & listening
• Build the pain
• Build the gain
• 3 C’s methodology, Con Con Con
• Action plan: Building effective questioning plan for Key Account

Module 4: Account Development Plan

• Customer’s insights
• Business analysis
• What the data tell us about?
• What are we focus on?
• P.E.S.T.E.L. analysis
• S.W.O.T. analysis
• Action: Develop own key focus

Module 5: Develop Winning Proposition

• Customer perception on value
• What is value?
• What value should not be?
• The power of value not price
• Rolex and Casio?
• 5 boxes value proposition
• Development of right and effective value proposition
• Effective communication skills
  • Power of storytelling
  • Power of presenting
  • Avoid breakdown in communication
  • What’s the key value?
• Action: Develop 3 key value proposition

Module 6: Key Account Managers In Action

• Winning strategies, how?
• Business overview
• Current opportunities
• WIN/LOSS opportunities
• Power of back-up
  • How & when
  • Why BU is important?
  • Who scratch who’s back?
• Effectiveness or aggressiveness?
• Creating urgencies?
• Closing strategies?
• S.M.A.R.T. analysis for planning
• Action plan: Let’s do it together, not you do it alone

Target Audience

Key Account Managers, Sales Representatives, Account Executives, Business Development Professionals, Sales Team Lead/Managers, Client Relationship Managers.

Methodology

This Key Account Management training program aims to transform how participants approach client relationships. It emphasizes practical application through real-world scenarios and actionable strategies. The program focuses on individual development, believing that positive behavior changes lead to organizational success. It utilizes a variety of engaging methods like simulations, coaching, and games to create a dynamic learning environment.