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دورة تدريبية تفاعلية للغاية حول

إدارة الحساب الرئيسي الاستراتيجي

How to Become the Preferred Supplier to your Key Account Customers
Coventry Academy - Strategic Key Account Management
5
أيام

جداول الدورات

 لندن
 03-07 يونيو 2024
 $5,950
 دبي
 07-11 أكتوبر 2024
 $5,950

نظرة عامة على الدورة التدريبية

How can you win key accounts and achieve preferred supplier status with them?

That is a major challenge for many B2B companies and it requires a clear key account strategy to build multiple relationships at various levels in the customer’s organisation. It requires an in-depth knowledge of the customer’s challenges, and insight that helps you to increase your value to them, so that they see you as a valuable partner rather than just another transactional supplier.

This Coventry Academy training course shows you how to do it and succeed. It is based on real-life B2B examples that the course director has used to help real companies achieve preferred supplier status.

ما هي الأهداف؟

بنهاية هذه الدورة التدريبية لأكاديمية كوفنتري ، ستكون قادرا على:

  • Design a key account strategy and apply it in practice
  • Elevate the status of your organisation within the key account
  • Construct value propositions that win preference with the right people
  • Overcome the challenge of buyers who want you to lower your prices
  • Influence the customer’s specification and negotiate from a stronger position
  • Use your key account team more effectively

لمن هذه الدورة التدريبية؟

هذه الدورة التدريبية لأكاديمية كوفنتري مناسبة لمجموعة واسعة من المهنيين ولكنها ستستفيد بشكل كبير:

  • Global Heads of Key Accounts who want to secure Key Account customers globally
  • Key Account Directors who want to become the Key Account customer’s preferred partner
  • Key Account Managers who need to construct and implement a credible Key Account plan
  • Key Account Team Members who are required to contribute to the Key Account plan
  • Other managers who are required to understand the Key Account plan and support it

مخطط الدورة

Day One: Understanding the Principles and Stages of KAM
  • The principles of effective key account management
  • Understanding the five levels of KAM
  • Information required to construct a key account strategy
  • Structuring the key account strategy
  • Putting your objectives and strategy into context
  • Identifying the customer’s challenges and Key Success Factors
Day Two: Understanding the Customer’s Capability Gaps, Discovering Insight on Decision-makers and Influencers, Constructing Personas and Competing in the Account
  • Finding and filling their capability gaps
  • Identifying hidden influencers in the key account
  • Discovering their challenges and priorities
  • Understanding their attitudes, perception and motivation
  • Creating and using personas
  • How to tackle competitors in the account
Day Three: Defining your KSFs, Describing your Strategy and Objectives, Prioritising People to target, Influencing the Specification, Building Credibility and Communicating
  • Defining your KSFs for the account
  • Explaining and justifying your strategy and objectives
  • Targeting to influence the product specification
  • Building relationships with key decision-makers
  • Developing credibility outside the account
Day Four: Putting the Communications Plan into Action to Win Preference, Influence Purchasing Decisions, Negotiate and Overcome Price Objections from Buyers in the Key Account
  • Communicating inside the key account
  • Becoming the thought-leader externally and internally
  • Offering the customer superior value propositions
  • Communicating to make your prices buyer-proof
  • Using principled negotiation with the key account
Day Five: Defining the Tools and Templates to Build and Manage the Key Account Strategy
  • Templates and tools to construct the key account strategy
  • Tools to manage and control the strategy
  • Forming the key account team
  • Using colleagues from different disciplines to add value in the key account
  • Building and maintaining motivation for your key account strategy

الشهادة

  • Coventry Academy Certificate of Attendance will be provided to delegates who attend and complete the course

أكاديمية كوفنتري
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