Effective Key Account Management

Effective Key Account Management
Who is the programme designed for?
This program has been designed for executives who have a direct impact in their firms' marketing and sales responsibilities. The program will also be of interest to professionals whose business success in dependant on thier "client" relationships, such as: Strategic Directors, Purchasing Managers, Distribution Managers, Business Development Directors and Senior Consultants, among others.
The program is particularly targeted at but not limited to:
· Key Account Managers · Chief Marketing Managers · Managing Directors · Sales Directors · Senior Marketing Managers · Senior Sales Managers · Senior Business Managers
Programme Overview
In an environment where markets are becoming more competitive, products and services are rapidly commoditizing, and customers are increasingly savvier and more demanding, the role of the Key Account Manager is becoming more relevant and challenging than ever. In today's competitive and demanding markets, executives must gain a deeper understanding of customer needs, and therefore, should be able to anticipate potential competitive responses to their actions and provide plausible and profitable solutions. This program is designed to equip account managers with new tools and techniques to help them successfully and profitably manage their key account relationships.
Effective Key Account Management is an intensive three-day international executive program that provides participants with cutting-edge frameworks, perspectives and techniques to develop and manage value based customer strategies in order to gain a deeper understanding of the whole process of Key Account Management.
Objetives
Participants develop a sound understanding of how to:
· Analyze, identify and prioritize - through segmentation - the value, costs, benefits and risks offered by their key accounts. ·Gain a deeper understanding of the customer needs. · Manage the Sales Force successfully. · Perceive a global overview of strategic market potential by means of Key Account Management. · Develop and manage a portfolio of valuable and profitable customers. · Improve management skills and competences, including negotiation abilities that create value.

The program features several thought-provoking modules that address numerous issues of concern for Client-Relationship Managers. Topics to be discussed include:
Key Account Management With this introductory session participants will gain insight on how to analyze their customer's needs and identify Key Accounts.
Key Account Planning and Strategy An effective key account strategy requires careful advanced planning and implementation. This session will outline the main steps that must be taken, and provides a framework for mapping out your key account strategies.
Managing Global AccountsAs companies grow, so does their need to efficiently manage customers in multiple parts of the world, often with different requirements and capabilities. This session will examine successful strategies used by companies in managing global customers.
Developing a Customer Value PropositionHere the focus will be placed on Customer Value Management and the three steps to obtain an optimum Customer Value Proposition (CVP). We will also offer innovative price strategies and tackle the difference between international, multinational and trans-national companies when applying Key Account Management principles.
Negotiating for Sales and Marketing SuccessNegotiation skills are an essential prerequisite to ensure that company negotiating objectives are achieved while keeping everybody happy within the organization. Participants will be provided with the necessary tools to negotiate effectively in complex situations, not only within their Sales and Marketing departments, but also in any given context in which negotiation skills would be required.


Faculty
WILLIAM CARNEY. International Marketing Professor. · PhD. George Washington University, USA. · MBA, I.M.I.,Geneva University, Switzerland.
ALFONSO DE BENITO. Marketing Professor. · General Management Program in IMD, Lausanne, Switzerland. · Mechanical Engineer, ICAI School, Spain
JULIO URGEL. Negotiation Professor. · Doctor of Business Administration, Harvard Business School, Harvard University, USA. · MBA, IESE, Spain. · MSc in Telecommunications Engineering, School of Telecommunications Engineering, UPM, Spain.