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“The concepts, strategies and excellent tools of this course will for sure improve my future business development and my KAM role, I will certainly recommend this course to anyone wanting to improve their KAM skills and wanting to be successful in this role.”

Kuba Morris
Hospital Channel Manager, Nutricia

Securing The Return
26/27 March 2019, Budapest

The session will help you to understand how to identify true key accounts and how to make the right classification of customers in order to know where the huge investment of time and other resources are more likely to return. We will go through multiple relationship models to establish which one works best for the different classes of customers. Knowing the customer’s place in the market chain, and where and how our products and services provide solutions will help us to understand our true value in order to achieve joint planning with the customer and establish a profitable Key supplier Status

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  • Develop a robust process for Customer Classification and the identification of true Key Accounts
  • Develop a Customer Distinction strategy designed to match your resources effectively and efficiently to the market opportunities
  • Be able to develop and deliver true, customer focused, value propositions
  • Develop the skills of joint planning – working with the customer
  • Develop the format for practical KA Plans
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  • The KASM Model
PLANNING AND APPLICATION WORKSHOP
  • The Customer Distinction matrix
THE RELATIONSHIP DEVELOPMENT MODEL
  • Determine the requirements for applying this process within our own business.
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THE INTERNAL PLANNING PROCESS
  • The planning funnel
  • The KA Plan
  • What are the essential contents?
  • Should they be consistent across accounts (a template): Contents? - Format? - Style?
  • How far ahead should it look?
  • Who should be involved in developing it?
  • Who is it written for, and who should it be shared with?
PLANNING AND APPLICATION WORKSHOP
  • As a result of this workshop the delegates will be able to prepare live and practical KA Plans
DEVELOPING AND DELIVERING TRUE VALUE PROPOSITIONS
  • Matching the customer’s business strategy: Their growth strategy, Their value drivers, Their moneymaking logic
PLANNING AND APPLICATION WORKSHOP
  • Identifying the customer’s business strategy
  • Developing appropriate reponses
  • Assessing our positive impact: the shared future analysis
PLANNING AND APPLICATION WORKSHOP
  • Asses your own shared future
  • Identify priority activities
  • Moving from benefits to solutions: the activity cycle analysis
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PLANNING AND APPLICATION WORKSHOP
  • Create a live activity cycle analysis
  • Identify new solution based propositions
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JOINT PLANNING
  • Mutual tools of analysis
  • The business review
  • Securing the reward
PLANNING AND APPLICATION WORKSHOP
  • Develop your own plan for a joint planning approach
OBSTACLES, REQUIREMENTS, AND PLANNING FOR ACTION
  • The deadly sins
  • The key requirements
PLANNING AND APPLICATION WORKSHOP
  • Identify your own deadly sins
  • Develop your own plan of action against the key requirements
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module2

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