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Key Account Management - Advanced

Practical Tips on Acquisition and Retention of Key Clients

Instructed by Dr. Abhishek Tiwari

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  • Advanced Skills in Acquiring and Retaining Key Customers
  • Develop the Approach of 'Consultative selling' as a need of hour post Covid-19 situation
  • Client and Market Mapping to Yield better results
  • Practical learnings through Real Time Case Studies
  • Practical and Self Tested 'Tips' on effective handling of Key Clients

Key account managers work with a company’s biggest (i.e., most important) customers to build long-term, strategic partnerships. This role requires a range of skills from closing sales and nurturing relationships to strategic planning and cross-functional leadership. KAMs' are bound to 'Gear Up' in this New Normal situation at earliest before they miss the 'Bus'. And losing one of those key accounts could have dire consequences for your business’s bottom line and long-term viability.

In this 'Next Generation' market, companies are quickly discovering that winning with their key customers is becoming more critical than ever. Achieving excellence in key account management has become more complex and more significant in ensuring growth excellence. This program focuses on creating a structure for account management personnel to develop a strategy to manage those critical relationships that ensure business success. This leads on to looking at the operational processes required to ensure effective account management, and good working relationships between both parties.

The course is very practical in nature, and includes exercises, that give learners the opportunity to reflect on how the subject matter relates specifically to their existing accounts. The program also provides tips and ideas to assist delegates achieve successful account management. You will be able to:

  1. Define the key account management’s main functions and best practices

  2. Recognize the importance of re-defining businesses processes to match the ever-changing market and customer requirements

  3. Produce clear sales and marketing differentiators to neutralize competition (value-based proposition)

  4. Learn techniques for increasing the penetration throughout the depth and breadth of the key accounts

  5. To know and identify why customer mapping and timeline mapping is important to keep the flow of the business

  • You got to be working or aspiring to work as a Sales Person / Key Account Manager handling Key Accounts for your company
  • Basic Knowledge of what is Key Account Sales
  • Preferably, should have gone through my 'Basic' course posted on Udemy - @ Be a 'Specialist' In Key Account Acquisition and Management
  • Key Account Managers
  • Sales Managers
  • Those who are in any capacity of handling big ticket clients
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Section 1 : Introduction !

  • Lecture 1 :
  • Lecture 2 :
  • Introduction to KAM and Its Importance

Section 2 : The KAM Process

  • Lecture 1 :
  • Transition From KAM to KAP
  • Lecture 2 :
  • Case Study – Where did they go wrong?
  • Lecture 3 :
  • Case Study Discussion and Answer
  • Lecture 4 :
  • Preparations Before Going For KA

Section 3 : Market Mapping And Client Acquisition

  • Lecture 1 :
  • Setting Objectives Before Acquiring Key Account
  • Lecture 2 :
  • Key Account / Prospect Mapping Quarter wise

Section 4 : New Market Study and Development Indicators

  • Lecture 1 :
  • Matrix of Market Study Post Mapping

Section 5 : Key Account Retention/ Relationship Strategies

  • Lecture 1 :
  • 3X3 Matrix of Key Account Retention/ Relationship Strategies - Do's and Dont's
  • Lecture 2 :
  • Designate Key Account Review Committee

Section 6 : Case Study - ABB & Caterpllar Case (Drawn from Google)

  • Lecture 1 :
  • Case Study - ABB & Caterpillar Case of G.A.M. Clash
  • Lecture 2 :
  • Discussion on Case Study - ABB & Caterpillar Case of G.A.M. Clash

Section 7 : E.R.V. vs. N.C.A. - Maintain the Ratio Judiciously

  • Lecture 1 :
  • E.R.V. vs. N.C.A. - Meaning & Importance

Section 8 : Appetite for Eating the 'WHOLE' Pie!

  • Lecture 1 :
  • Practical Tip on eating in to competitor's share in market
  • Lecture 2 :
  • Conclusion - Ultimate Aim of KAM

Section 9 : Quiz & Conclusion

  • Lecture 1 :
  • Final Quiz

Section 10 : Summary and Closure

  • Lecture 1 :
  • Summary and Closure
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Dr. Abhishek Tiwari,

Passion and Quality in work is the key to a successful professional. As a trainer, this is of prime importance to me. A knowledgeable Soft Skills International Trainer having a sound understanding of needed traits for workplace success and a strong ability to train employees in improving those characteristics. A management graduate from Kirloskar Institute of Management with 16 years of total work experience with 10 years in Training & Development. Have served as Regional Training Manager (Delhi) in ICICI Bank Ltd. A renowned International trainer who has also authored couple of books on sales. I have conducted more than 1500 classroom sessions so far and have trained more than 25,000 professionals on various business management topics. On various soft skills and behavioural topics, I have conducted training programs for 215 different companies in 22 different sectors of corporate world in countires like India, Dubai, Oman, Bhutan and Nepal. I am a double PhD. holder and have also done PGDM in Marketing.
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