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Key Account Management (Basic)

Relationship & Sales Strategies & Process (Basic)

Instructed by Dr. Abhishek Tiwari

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  • Develop the Approach of 'Consultative selling' as a need of hour post Covid-19 situation
  • Learn how to grow your sales volumes and Key Account business quickly and effectively specially in the era of 'Post - Covid' situation
  • Develop strategies for managing “Difficult” and “Demanding” client behaviour
  • How to set various Objectives to deal with various Key Accounts
  • Develop necessary skills and qualities needed by a 'Key Account Manager'

If you have recognised that a small number of customers are responsible for a large volume of your business (and this does apply to most businesses!), then you should be focusing on ‘locking them in’. Specially, post COVID -19 siutation, Key accounts have not only become your most valued clientele, but are also the accounts most likely targeted by your competition. Therefore, it is of significant importance to continuously advance one’s skills in developing and managing key accounts, to ensure you can retain your most important clients and simultaneously maintain your organisation’s long term viability. By the end of the course, you will Learn:

1. Definition of Key Accounts and their characteristics

2. Difference between Transactional selling and Key Account Selling

3. Selection criteria of Key Accounts on Quantitative and Qualitative aspects

4. Setting Objectives before acquiring key accounts

5. Maintaining the Tag of 'Key Account' on the basis of their status through various categories

6. Few practical tips for the retention of key accounts for long term success

This basic program will give Key Account Managers, the opportunity to practice, refine and build their skills and learn to effectively implement KAM principles in target accounts.

My series of programs will help managers to develop the ability to manage complex business situations in uncertain or ambiguous environments, break away from functional focus and develop a more inclusive attitude, integrate cross-functional objectives to generate innovative solutions that benefit the organization as a whole, and build a global business, general management programs for you.

  • 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
  • Key Account Managers
  • Sales Managers
  • Those who are in any capacity of handling big ticket clients
  • And those who want to add something new to their knowledge bank
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Section 1 : Introduction to KAM

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

Section 2 : Difference Between Transactional Selling and KAM

  • Lecture 1 :
  • Key Difference Between Transactional Selling and KAM

Section 3 : Case Let - The Plan to Begin

  • Lecture 1 :
  • Case Introduction - The Plan To Begin
  • Lecture 2 :
  • Case Answers


  • Lecture 1 :
  • KAM Selection Factors
  • Lecture 2 :
  • Selection on Quantitative and Qualitative Factors

Section 5 : Case Study

  • Lecture 1 :
  • Case Study - The Helpless Anil
  • Lecture 2 :
  • Preparations Before Going For Key Account Acquisition

Section 6 : Setting Objectives Before Acquiring Key Account

  • Lecture 1 :
  • 2 X 2 matrix of Objectives (Inferred from Igor Ansoff's model)
  • Lecture 2 :
  • Activity - Attribute relevant objective to your current Key accounts

Section 7 : Categorizing Key Customers

  • Lecture 1 :
  • Categorizing Key Customers based on a 4 Quadrant Model
  • Lecture 2 :
  • Activity - Categorise your key clients based on taught model in given format

Section 8 : Concept of Moment of Truth for Key Client Satisfaction

  • Lecture 1 :
  • Moment of Truth Concept in detail as coined by Jan Carlzon Former CEO of SAS
  • Lecture 2 :
  • One tip on how to increase Loyalty of your Key Clients
  • Lecture 3 :
  • 3 Questions for Self Assessment of Performance

Section 9 : How to Professionally Say 'No' to the Customer

  • Lecture 1 :
  • 4 Strategies of saying 'NO' professionally

Section 10 : Skills and Qualities expected from Key Account Managers in this 'New Normal'

  • Lecture 1 :
  • Skills & Qualities to be developed
  • Lecture 2 :
  • Consolidated List of 'Challenges' in Achieving KAM Excellence

Section 11 : Master Quiz; Conclusion & Closure

  • Lecture 1 :
  • Lecture 2 :
  • Summary & 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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