APEDOS - key account management

Key Account Management (KAM) Certification
From salesman/woman to marketing expert

Intent

Success in Key Account Management is strongly determined by the key account manager’s personality and his/her personal sales abilities. Handling different situation with a wide range of contacts raises the bar for a successful key account manager’s know-how.

80 % of most business’s turnover often depends on only 20% of the clients. A large portion of the markets, nationally as well as internationally, is determined by customer concentration and crowding out. Installing and optimizing Key Account Management is the best reaction to this type of market development.

A strategic key account is not only of decisive importance for the long term market success of a business, but also for developing of competitive advantages as well as for designing new innovative marketing strategies. It is an absolute “must” for every business, to identify, hold and develop its key accounts and strategic partners.
Successful key account management enables you to hedge and increase your turnover and contribution margins.

Objectives

Knowledge of professional and personal requirements for Key Account Managers.
Define objectives, mission, tasks and organization of Key Account Management in your own business/company.
Knowledge of methods and procedures for the analysis and further development of your Key Accounts and their application in practice.
Carry out marketable Key Account Management presentations.
Develop a Key Account Plan for selected top clients.

Content

Key Account Managements – the term, its classification and delimitation to other distribution concepts
Objectives in Key Account Management
Key Account Manager and his/her role and mission
Tools and procedures in Key Account Management
Key Account Team
Key Account Plan (KAP) as steering and communication tool
Systematic client analysis
Client analysis and development of client specific strategies
Client portfolio management
Professional management of client relations
Client contact planning under consideration of hierarchical structures
Mid- and long-term development of client relations
Value oriented sales – benefits for the client
Focusing resources in Key Account Management
Systematic preparation of proposals/tenders
Development of sales proposal strategies
Target group specific presentation of sales proposals

Outline

APEDOS KAM Training gives you an overview of the systematic approach to Key Account Management and the “toolbox” of a successful Key Account Managers. You learn about the exigencies of modern management for the development and maintenance of long term business relations.

Our modulare training enables the participants to systematically manage Key Accounts creating reciprocal win-win relations. It helps train and fine tune their basic skill set for sustainably strengthening their market position and competitive edge. Hallmark of our trainings success is their strong link to business practice: Key Account Managers learn and train successful approaches to strategic sales, directly applying them in their daily business.

Our trainers are sales professionals with senior business experience and broad knowledge of different fields of business. They will introduce you to proven techniques and methods for the analysis, evaluation, as well as client relation development and management; you will work on sales rationales as well as concrete sales strategies.

Our KAM Training has the character of a workshop, enabling you to immediately apply everything you learn to your personal working environment. From market analysis and strategic conceptualization over optimizing your communicative competency and negotiating prowess to targeted planning and performance of presentations –APEDOS Training offers the essential qualifications for forwardthinking and successful Key Account Managers.

Module 1: Strategic sales – selling in complex decision making procedures (3 days)
Module 2: Sales tactics – successfully convincing (3 days)
Module 3: Negotiating – never without a trade-off (3 days)
Module 4: Sales presentation – structure, process, optimizing (3 days)

Target-groups

Salespeople with the potential as Key Account Managers, Key Account Managers, regional and other senior sales representatives

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