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.
Quais são os objectivos?
By the end of this Coventry Academy training course, you will be able to:
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
A quem se destina este curso de formação?
This Coventry Academy training course is suitable to a wide range of professionals but will greatly benefit:
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
Descrição do curso
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
O certificado
Coventry Academy Certificate of Attendance will be provided to delegates who attend and complete the course