Key Account Management: Best Practice

• Increase your ability and confidence in managing strategic accounts
• Enhance your skills in interfacing more effectively with key customers
• Have a deeper understanding of your customer and better long-term relationships
• Apply our best practice Value Planning template during the course to a key account of your choice
• Gain a deep understanding of the total process of key account management
• Learn to focus your time and attention appropriately in the development of key accounts.

• A best practice planning template to use on all their key accounts
• More effective key account managers
• An improved understanding of customers and better long-term relationships.

This programme involves developing a strategic key account plan for a specific customer using the best practice Cranfield template. Practical activities include carrying out a rigorous analysis of the customer:

• Identify and prioritise key accounts and measure their profitability
• Develop a deep understanding of the customer
• Developing customer-focused strategies
• Developing powerful value propositions
• Contact management and communication
• Commercial strategies for key accounts
• Conflict management
• How to manage the internal interfaces and KAM team
• The strategic role of the key account manager.