Overview

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Course equips you with the knowledge in order to strengthen your team’s capability and mindset to key account management, as well as to support the changing culture within, which requires people who:

• are proactive in innovating disruptive strategies for you and your key customers (key accounts)
• are able to think and engage more strategically (disruptive Blue Ocean Strategy mindset)
• are aware of the macro & micro environmental shifts, and the impact these are having on business and society
• are able to think and engage more strategically (disruptive Blue Ocean Strategy mindset)

Why Should an Individual Attend?

KAM is one of the fastest ways to make your company profitable. This programme teaches you on how to strategise to make your most profitable few customers even more profitable. It's a step-by-step relationship process which leads to mutual profitability. 

Outcomes

At the end of this programme, you will be able to:

• Develop a strategic approach to key account management and customer retention.
• Strategise and use tactics for rapid key account (KA) penetration
• Define account's Key Buying Factors and your ability to service accounts vs. competition
• Define your company’s Key Success Factors to service Key Accounts
• Collaborate with your internal support team for an efficient, powerful â€¨structure (“Diamond Approach”)
• Approach each key decision maker (KDM) to build credibility
• Influence your customers' thinking through thorough and clear communication (present your KAM Plan with them)
• Applying the concept of Blue Ocean Strategy to identify your KA strategy (drop costs and improve value)
• Construct profitable long-term account plans (share these with internal team; and keep them for great succession planning)
• Implement your Strategic Key Account Plan (KAP)

Program Outline

Session on "How to consult the high-trust way"

Discuss how the world of consulting has changed

Q&A: Introduction to KAM

Understand why ‘selling’ needs to be replaced with ’value-managing’ techniques

List your best characteristics from a list of 25 characteristics

17-ways to reach busy key decision makers (KDMs)

What is strategy: Objectives, Issues, and your Plan to remove your and your key account's Issues 

Go through a typical KA Plan/Template (PowerPoint slides). 6-Stages of a key account plan (KAP)·       List your key accounts, carefully choose a key account (KA) for the training/strat-map exercises

Feasibility study: How to evaluate whether this is an impressive KA

Various exercises to further analyse your KA's situation. What are the issues that stop KAs from achieving their objectives?

Workshop your value-chain and that of your KA. Where is the opportunity for you to deliver value?

Who influences whom? Which KDMs will you target most?

Setting your 3-year objectives in line with your KA's objectives

Blue Ocean Strategy case studies

Select your top-6 short-term projects ("six-pack") to achieve your objectives

Reduce your entire KAM Plan to one PowerPoint Slide Map out your KA's top-10 Key Buying Factors and rate yourself vs. your competitors' ability to serve. Look at your issues

Who Should Attend?

• Engineers
• Technicians
• Architects
• Project / Construction Managers
• Quantity Surveyors
• Contractors / Sub Contractors
• Executives / Senior Management
• Middle Management