Key Account Management and Development Workshop
Key account management is a strategic approach to leading and developing your most important customer relationships. In this workshop, we focus on customer and value-centered KAM activities, where customer understanding serves as the foundation for creating customer value. The workshop offers concrete tools and methods for systematic development of customer relationships, increasing customer value, and creating customer-oriented value propositions.
The Key Account Management and Development workshop is a two-day intensive training that provides you with a comprehensive toolkit for key account work. During the first day, we focus on sales, building customer understanding, establishing trust and good customer relationships, handling complaints, and creating customer value. The second day centers on effective customer meetings and systematic development of customer relationships.
For Whom
This workshop is ideal for you if:
- You work as a Key Account Manager or in a similar role
- You are responsible for managing and developing important customer relationships
- You want to develop a strategic approach to customer relationship management
- You are looking for tools to increase and measure customer value
- You aim for a more systematic model for managing customer relationships
Benefits
In the workshop, you will get:
- A clear model for integrating key account work into your company’s strategy
- Tools for building customer understanding and creating customer value
- Methods for systematic development of customer relationships
- Techniques for creating customer-oriented value propositions
- Practical models for measuring customer relationship value
- Concrete tools for enhancing customer meetings
Workshop Implementation
Our workshop is a genuinely interactive training. During the days, we do exercises together, work in groups, and discuss key account management topics with other participants.
The number of participants is limited to 8 people, which ensures effective interaction in the training.
Comprehensive and printable background material creates depth and support for each topic covered during the day.
We take normal breaks and a lunch hour during the days.
Workshop Program
Day 1: Customer Understanding and Customer Value Creation
Morning
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Opening and Working Methods
- Introduction to topics and working methods
- Review of pre-assignment
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Strategy, Sales, and Expertise
- Sales as part of strategy implementation
- Building customer understanding
- What is sales?
- Appreciative dialogue for value creation
- Expert or trusted advisor
12:15-13:00 Lunch Break
Afternoon
-
Prerequisites for Customer Relationships
- Cornerstones of a good customer relationship
- Building trust
- Handling complaints and trust
- Case: Housing association
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Creating and Increasing Customer Value with Service Design Tools
- What is customer value?
- Customer understanding as a source of value creation and growth
- Value assumption map as a basis for customer hypothesis
- Methods for identifying value
- Designing and using questions in value creation
- Good listening and interaction
16:30 End of day and summary
Day 2: Customer Meetings and Systematic Development of Customer Relationships
Morning
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Opening of the Day
- Review of the previous day
- Day’s objectives
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Effective Customer Meeting
- Preparation
- Implementation
- Meeting memo as a sales tool
- Good proposal
12:00-12:45 Lunch Break
Afternoon
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Case Exercise: Using Assessment Questions
- Practical exercises
- Feedback and development areas
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Systematic Development of Customer Relationships I
- Customer selection
- Managing customer relationships as part of company strategy
- How customer relationship development differs from sales work
- Why manage customer relationships?
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Systematic Development of Customer Relationships II
- Measuring customer relationship value through different means
- Customer analysis methods
- Creating and implementing customer strategy
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Next Steps
- Interim assignment instructions and review
- Action plan
16:30 End of day and summary
Additional Module: Systematic Development of Customer-Oriented Value Proposition
The workshop can be supplemented with an additional module that focuses on developing customer-oriented value propositions. This module includes:
- Customer-oriented value proposition design process and tools
- Concretizing and calculating customer value
- Understanding, describing, and analyzing customer operations
- Case examples from different industries
Contact Us
Interested in the workshop? Would you like to organize a workshop for your organization or participate in the next open workshop?
Contact us and tell us how we can help you.