Marketing, Sales and Client Relationships
Key Account Management - Best Practice
This unique programme will show you how to adopt a practical approach to planning, analysing and implementing a closer relationship with your strategic accounts. At the end of the programme, you will have a strategic key account plan for a specific customer using the best practice Cranfield template. At Cranfield, we have taken the lead in Europe for key account management research.
What will I get out of the programme?
You will:
- Increase your ability and confidence in managing strategic accounts
- Enhance your skills in interfacing more effectively with key customers
- Have a deeper understanding of your customer and better long term relationships
- Apply our best practice planning template during the course to a key account of your choice
- Gain a deep understanding of the total process of key account management
- Learn to focus your time and attention appropriately in the development of key accounts.
Your organisation will gain:
- A best practice template to use on all their key accounts
- More effective key account managers
- An improved understanding of customers and better long-term relationships.
What is the programme about?
This programme involves developing a strategic key account plan for a specific customer using the best practice Cranfield template. Practical activities include carrying out a rigorous analysis of the customer:
- Identify and prioritise key accounts and measure their profitability
- Develop a deep understanding of the customer
- Developing customer-focused strategies
- Pricing for key accounts
- Contact management and communication
- Commercial strategies for key accounts
- Conflict management and negotiation
- The internal selling role of the key account manager.
Who is the programme for?
Practising key account managers seeking to ensure they manage key relationships appropriately and profitably.
Senior sales people and major account managers aiming to develop their planning and customer management skills.
Procurement managers who would like a different perspective on supplier relationship management and collaborative business-to-business relationships.
Director
Sue Holt