Key Account Management and Solution Selling
Duration: 1 day
Target Audience: All roles that are client-facing for customer relationship management and/or in B2B sales.
Key Learning Outcomes
- Understand the scope of KAM and your role within this scope as it applies to your organisation.
- Improve your approach to establishing and building strategic customer relationships.
- Explore how to sell solutions that the customer needs rather than products/services that they do not necessarily want.
- Learn how to skilfully implement KAM best practices.
Course Delivery Includes:
- Theory: Latest best practice
- Team discussions
- Individual and group exercises
- Case studies
- Technique application practice
- Business problem solving
- Personal action planning
Course Outline: Key Account Management and Solution Selling
DAY 1
Introduction to KAM
What do we mean by KAM ?
KAM Benefits
Your role as a Key Account Manager
KAM Relationship Stages
Key Account preliminary categorisation
KAM Relationship Stage model
Applying the model to your organisation
Key Account Evaluation and Distinction
The 10 Steps to identifying key accounts
Understanding critical customer touch points
The Key Account Evaluation and Distinction Matrix
Customer attractiveness factors
Identifying bases of distinction
Understanding Your Customer’s Business
Aligning your KAM approach to the customer’s business value drivers
Establishing individual customer needs
Establishing a Key Contact Matrix
DAY 2
Understanding the Pain Chain
Identifying potential pains for key players
Building a pain chain and helping prospects admit pain
Solution Selling
What do we mean by Solution Selling ?
Diagnose before prescribe
Creating visions for the solution
Types of questions used in Vision Processing
Using the SPIN Model in Solution Selling
Developing the Relationship
The Key Account Relationship Development Model
Characteristics, advantages and disadvantages of each stage of the relationship
Ensuring Successful KAM in Your Organisation
Writing a Key Account Management Plan
Obstacles to successful KAM and Strategies to bust these obstacles
Measuring Success