KEY ACCOUNT

When many businesses are financially stress-tested, they come to a full understanding of the impact of losing a major account would have on their business. Today B2B customers change suppliers based on buying experience, ease of doing business, cultural alignment, product benefits before price, quality and features are considered, and the rate of change has never been greater. The insight shapes the purchase of capital equipment or in today’s modern market the leasing of such equipment and the exit terms of any such contract. Losing a major account can stunt the short-term growth with financial reserves being used to acquire additional accounts to bridge the loss in business. Having a customer that has a perceived prestige either in the industry or in the general marketplace can also quickly cascade into further major account loses.

​

Deciding to assign a customer the status as a key account should not be taken lightly as the assigned Key Account Executive needs to be able to move from a seller to a trusted advisor. They need to be able to penetrate the customers business at multiple levels such as purchasing, R&D, Operations, Senior Management while matching their own colleagues to those of the client.

​

Our Key Account Course helps attendees to map the what-ifs, develop a strategic plan to build and grow the account until you become a trusted partner and the cost to replace you as the customer's supplier would either be unthinkable or would take serious consideration.