Institute of Sales & Marketing
Towards best practice
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In-House Training
1. Introduction to Key Account Management
The relationship between suppliers and customers is characterized by closer cooperation. Historically ‘price’ was an excellent tool to play suppliers off against each other. Nowadays, relationships are increasingly based on informal partnerships. Vertical coordination and integration of customer and supplier are characteristic of the trend in the reduction of suppliers. The entanglement that results from this trend affects the entire organization, making the creation of added value the responsibility of the total supply chain.
The program will be highly interactive, providing many opportunities to share experiences and put into practice these proven techniques. Every participant will have the opportunity to prepare a Key Account and Territory plan and present it for evaluation in a safe environment.
On successful completion of the course delegates will:
- Develop a territory Business Plan
- Effectively profile your customer portfolio
- Use strategic planning tools effectively
- Develop a Business Plan for individual Key Accounts
- Develop an Account penetration strategy
- Sell added value to Key Accounts
