Key Account Management Basics

• What is a Key Account?
• What is Key Account Management?
• Why Key Account Management?
• Key Account Management vs Sales
• Advantages of Key Account Management
• The KAM Model
• Key Account Management Process
• Key Account Management Levels
• Best Practices for KAM

Key Account Selection

• Why to Select Key Accounts?
• How Many Key Accounts?
• Identifying Customers
• Choosing Selection Criteria
• Applying Selection Criteria
• Categorizing Key Customers

Key Account Development

• Understanding the Customer
• Selecting the Relationship Level
• Key Customer Contacts
• Building Key Relationships
• Managing Key Relationships
• Relationship Traps

Key Account Strategy

• Land and Expand Strategy
• Supply Chain Integration
• Adding Value
• DMU Analysis

Relationship Management

• What is a Key Relationship?
• The Key Relationship’s Hierarchy
• Exploratory Relationship
• Basic Relationship or Bow-Tie Account Management
• Cooperative Relationship or One-on-Many Account Management
• Interdependent Relationship or Cotton-Reel Account Management
• Integrated Relationship or Diamond Team Account Management
• Relationship Breakdown

Negotiation Skills

• Negotiation Basics
• Preparing for the Negotiation Process
• The Seven Basic Steps in Negotiation
• Best Alternative to a Negotiated Agreement (BATNA)
• Tactics for Negotiation Process
• International Negotiations
• Listening Skills
• Vocal Skills
• Influencing and Persuasion Techniques
• Cultivating Problem Solving Skills
• Time and Stress Management Techniques

KAM Key Metrics

• Pestle Analysis
• SWOT Analysis
• Value Chain Analysis
• Competitor Analysis
• The Balanced Scorecard
• Financial Measures
• KPI
• KPIs for KAM

Apply for certification

https://www.vskills.in/certification/marketing/key-accounts-manager-certification-course