Certified Key Account Manager
Course Overview
Successful organizations prioritize building sustainable competitiveness by establishing effective marketing and sales cultures across all units. This commitment to excellence is exemplified by individuals obtaining a Key Account Manager Certification Course (KAMC), signifying their dedication to mastering crucial strategies for long-term success.
The major shifts in business scene with an ever-increasing competition and demanding customer requires a major paradigm shift in the way we build and manage the expectations. Accordingly, Client Relationship Management and Key Account Management in today’s business is the most crucial and important business function. Key account management competencies is considered one of the major competencies of any successful organization because it focuses on setting up winning strategies for retaining customers by leveraging from their past experiences and providing delightful, yet efficient encounter.
Goal of Course:
Training in this intensive key account manager certification program equips the relationship managers with the right behavioral and technical skills including managing own portfolio to ensure continuous brand attraction and customers’ retention, by turning every interaction into a mutually beneficial relationship between the customer and the organization.
The certificate in key account management training course will equip key account managers with various skills, strategy and tools through several activities to grow and implement comprehensive and dynamic account strategies and plans for their key accounts.
Throughout the key account management certification, KAMC program delegates will learn the best practices to managing their own key accounts whilst adding immediate value into their own organization. They will also learn and apply tactics and customer centric KAM strategy to help them manage the interaction with the customers in order to achieve their organizational objectives and drive sustainability & growth.
Duration:
3 Days
Language:
English / Arabic
Training Objectives
- Understand the 5 competencies keys for successful key account Managers
- Understand Key account management roles in sales, planning and managing the full relationship between a business and the most important customers.
- Learn to develop and implement detailed dynamic account strategies and plans for your key accounts
- Understand the spectrums of the Relationship and their effect on the overall portfolio performance
- Understand and implement the Pilot and Navigator Role of the RM/KAM
- Identify and explain the four basic elements of relationship
- Identify each of the three levels of the relationship continuum.
- Explain how firms can enhance customer satisfaction and how they build buyer-seller relationships
- Understand the Relationship marketing and its role on the customer performance
- Understand the 6 steps of portfolio management
- Explain customer relationship management (CRM) and the role of technology in building customer relationships.
- Identify and evaluate the most common measurement and evaluation techniques within a relationship
- Understand Effective Customer Journey Management to keep the customer moving on the path toward a long-term relationship
- Understand how to measure Customer satisfaction and turn it into action plan
Module Outlines
Module 1: Introduction to Key Account Management
- Getting Started
- Defining key account management
- The world of relationships
- The practical Context of Key Account Management
- The shift in relationship manager role from Servant/ Master to Pilot/ Navigator
- The competencies of the Key Account Manager
- The Balanced Relationship
Module 2: Relationship Management for Key Accounts
- The 4 types of relationships and their advantages and disadvantages
- Why connecting with Customers
- Building the ladder of Loyalty from customer to Brand advocate
- The three Levels of Relationship Services
- Understanding Customers’ needs
- Managing Expectations
- Best practice to managing key accounts
- Dynamic account plans in adding immediate value into organization.
Module 3: Attributes of a Key Account Manager
- The Credible and Reliable Advisor; roles and function
- Shaping the Trust
- Providing Delightful Experience
- Client Lifetime Value
Module 4: Portfolio Segmentation
- Managing the performance of own portfolio
- Portfolio Segmentation
- Develop a standardized approach to deal with segment
- Applying Relationship Marketing
- Setting up the primary and secondary objectives at each customer call
- Customer Retention
- How to meet deadlines and goals through more effective use of planning, prioritizing and assertiveness skills
- Key Performance Indicators
- What KPI’s are and how to identify the most important ones along with the best way to use them. How to use KPI’s for activity and performance management.
Module 5: Negotiation and Relationship Building
- Understand SPIN® formula in negotiation from Neil Rackham and Huthwaite research
- Use a six-point planning format to assist in preparing for future business and personal negotiations
- Deal with more complex negotiating situations professionally and profitably
- Questioning and listening skills, SPIN® and motivation triggers
- Roles for team negotiating
- Planning negotiations, phases, and stages, making proposals,
- Creativity and inventing options for mutual gain
- Using BATNA, ZOPA, WATNA, Bottom Line & Anchoring in negotiation context
- Understanding common and conflicting interests
- Dealing with conflicting interests in a multi-cultural environment
Module 6: Marketing Strategy
- Setting a strategic foundation to meet the needs of individuals
- Defining how your products and services deliver value to customers
- Differentiating your offerings from competitors and substitutes
- Understanding what a SWOT and PEST analysis is and how to use them as sales strategic tools
- Understanding the Major Accounts Buying Process
- Identifying customers presenting the most opportunity and the most risk, and how this impacts programs, people, incentives, and behaviors
Module 7: Customer Experience & The Customer Journey
- Customer Experience V Customer Satisfaction
- Differences between the customer experience and customer service and the implications of this difference
- How Customer Experience Adds Value to the organization and customers.
- Principles of the customer journey, what it is, how to use it, how it works, why emotions are important, recognizing pinch points and opportunities.
- Case Study 2 – Enterprise Rent-A-Car
- Lessons from Enterprise Rent-A-Car, a case study to identify ideas for implementing in the participant’s own business.
Module 8: The Full picture
- Learning Diary
- Summary of key learning points
- Closing & Action Plans
Customized Learning
Leap To Success is offering a variety of learning options to meet current realities and can be adapted to suit your business needs. These options include variants of online, blended and on-site course formats.
Face To Face Learning
Enabling you to have a face to face interactive and engaging learning experiences led by renowned industry experts and thought leaders with extensive practical experience who will employ a variety of interactive learning techniques, including short high-impact videos, case studies, assessments, role plays, in addition to on-going support.
Virtual Learning Labs
Interactive online learning held in real-time using Zoom and are led by international subject matter experts who incorporate case studies, breakout rooms, guided practice, simulations and discussions to maximise your learning experience.
General Methodology
Similar to any L2S training program, this program offers an interactive learning experience in which will allow the delegates to reflect on their learning through an informative, indulging, and fun classroom experience. The design of the training session focuses on the following attributes.
- Concrete Experience: The delegates will learn by doing
- Reflective Observation: Reflecting on the newly experienced skill-set
- Abstract Conceptualization: Developing deeper understanding to the learned concepts
- Active Experimentation: providing the delegates with realistic tools that can be tested in the real life
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