Strategic Key Account Management Training in Liverpool, United Kingdom

Strategic Key Account Management Training is designed to equip professionals with the advanced skills needed to manage and grow high-value client relationships. Participants will learn to develop strategic account plans, navigate complex buying centers, and create value propositions that resonate with key stakeholders. The training emphasizes practical frameworks, negotiation techniques, and data-driven decision-making to maximize account profitability and customer loyalty.

Through interactive discussions and real-world scenarios, participants will enhance their ability to lead cross-functional teams, manage risks, and drive innovation within key accounts. The course also covers performance metrics, relationship mapping, and strategies for expanding wallet share while maintaining strong ethical standards.

Foundations of Strategic Key Account Management

• Evolution from transactional selling to strategic account management
• Defining key accounts and criteria for segmentation
• Role and responsibilities of a strategic account manager
• Key account management vs. traditional sales approaches

Exercises & Activities

Strategic Account Planning

• Conducting account research and competitive analysis
• Developing account plans with clear objectives and action steps
• Aligning account plans with customer's strategic priorities
• Tools and templates for effective account planning

Exercises & Activities

Stakeholder Mapping and Engagement

• Identifying key stakeholders and decision-making units
• Mapping influence, interest, and relationship dynamics
• Strategies for engaging different stakeholder groups
• Building trust and credibility with senior executives

Exercises & Activities

Value Proposition Development

• Understanding customer needs and pain points
• Articulating unique value and differentiation
• Quantifying value through ROI and business cases
• Tailoring value messages for different stakeholders

Exercises & Activities

Negotiation and Conflict Resolution

• Negotiation strategies for long-term partnerships
• Handling objections and difficult conversations
• Managing conflicts and maintaining relationships
• Creating win-win outcomes and joint value creation

Exercises & Activities

Account Profitability and Growth

• Analyzing account P&L and profitability drivers
• Identifying opportunities for upselling and cross-selling
• Strategies for expanding wallet share
• Balancing short-term results with long-term growth

Exercises & Activities

Cross-Functional Leadership and Collaboration

• Leading virtual teams and internal stakeholders
• Collaborating with marketing, product, and service teams
• Influencing without authority
• Managing internal resources for account success

Exercises & Activities

Risk Management and Performance Measurement

• Identifying and mitigating account risks
• Developing contingency plans for key accounts
• Metrics and KPIs for account health and performance
• Reviewing and optimizing account strategies

Exercises & Activities

Leading Strategic Account Management Initiatives

• Building a customer-centric account management culture
• Driving innovation and continuous improvement in key accounts
• Leveraging technology and data for account insights
• Ethical considerations and long-term sustainability

Exercises & Activities

Cross-Functional Key Account Management

• Working with sales, service, technical and operational teams
• Internal alignment around strategic accounts
• Communication and escalation management
• Creating a coordinated customer experience

KAM Performance & 90-Day Action Plan

• Measuring account performance
• KAM KPIs and relationship indicators
• Account review and continuous improvement
• Developing a practical 90-day account management action plan