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.
Why your team needs sales training
In Sales you ‘sell’, in KAM you help customer ‘buy’.
Tracking average contract value (ACV) with lifetime value (LTV) and your customer acquisition cost (CAC) increases ACV by 75%
84% of buyers now start their buying process with a referral.
Companies with KAM in place generate 208% more revenue for their marketing efforts.
Who should attend Key Account, Territory, Export, Strategy
Duration 2 Days
Delivery Instructor-Led Workshop
Qualification Certificate in Professional Key Account Management
Location Customers premises or external room hire*
Participants 12 - 15 people
Defining what a key account should be
Becoming a trusted advisor
Trusted advisor Vs Competitive Seller
Mapping the customer journey
Cost to service a Key Account
Customer Value for growth
Selling to a key account
Sales strategy for growth
Selling when you are not the cheapest
Understanding and analysing the competitor
Strategic negotiation and the non-negotiable
How to influence
Upsell and cross-sell
Ease of a Key Account to switch suppliers
When a Key Account leaves
Winning back a Key Account
High Pay-Off Activates
Primary Contractor and Tier Supply chain selling
Bad debt, late account payment
Safety and Security – soft and hard data, IP, talking outside, internet access