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Co-Creation for Key Account Managers from Key Account Selling to Key Account Management

This course is for anyone who is involved in key account management and who is looking for hands on tools and models to apply to improve their own account management skills. You could be a senior executive, a marketer, a sales manager or a key account manager. You will learn how move from account selling to account management by engaging your customers at a strategic level. 

 

Course Objectives The objectives of this course are:

  • Key Account Management: Selecting Key Accounts and understand the key account management process
  • Value Management: Defining when to 'Selling Value to' , 'Creating Value for' and 'Co-Create Value with' your customer.
  • Key Account Analysis: Improved focus on specific key accounts developing an indepth analysis of their business and operations and defining specific key account strategies.
  • Relationship Mapping Strategies: Ability to co-ordinate internal resources and align these to the defined strategy with the customer.
  • Implementing Key Account Management: Understanding sources of conflict and adopting relevant approaches to manage it both internally and externally

Program overview It is 2 day program

How do customers buy?

During this session the participants will learn:

- what is the meaning of value for a customer 

- how do professional purchasers organise their purchasing activities.

How to develop deeper customer relationships?

During this session the participants will learn:

- what are the stages in the developing customer relationship

- how to develop multilevel contacts across organisations.

How to design a value proposition?

During this session the participants will learn:

- how to analyse the customer's objectives  

- how to design a value proposition.

How to select your key accounts?

During this session the participants will learn:

- how to segment their customers. 

- how to develop different strategies by customer segment.

How to uncover the customer’s goals and ambitions?

During this session the participants will learn: 

- what is your customer's Job to Be Done.

- how to conduct a socratic dialogues 

- how do organisations develop a business strategy.

How to implement the account plan

During this session the participants will learn:

- how to translate a key account plan into day to day account management activities.

Outcome After this session the participants will know:

  • learn how to analyse the buying behaviour of their customers.
  • learn how to conduct strategic conversations with customers. 
  • learn how to perform a strategic analysis of your customer’s market situation.
  • learn how to make a key account plan
  • explored how other companies implemented their key account management programme
  • learn how to assess and develop relationships with customers and stakeholders

Competencies This course aims to develop the following competencies at the follow:

  • Customer Knowledge

    The participants will learn which information is relevant about about their accounts and how to use it.   

  • Financial Knowledge

    The participants will learn about some basic financial principles needed to calculate the life time value of their accounts.

  • Analytical Skills

    The participants will learn how to analyse their customer's situation and develop a number of strategies to develop the account. 

  • Questioning Skills

    The participants will learn how to conduct strategic conversations with customer in order to uncover their customer's goals and obstacles. 

  • Relationship Skills

    The participants will learn how to perform a stakeholder analysis and analyse their relationships with each one of them.