KAM course table of contents
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The document outlines the table of contents for a Key Accounts Management (KAM) course pre-work, covering topics such as the sales process, hiring criteria for KAM teams, account management strategies, customer classification, and the role of key account managers. It emphasizes the importance of understanding customer dynamics and developing comprehensive plans for managing key accounts. Additionally, the course includes exercises, case studies, and models to enhance learning and application of KAM principles.
KAM course table of contents
- 1. This is the Table of Contents of Key Accounts Management course Pre-work: Introduction The Baseline Your sales organization Sales Process and Stages Hiring criteria for the KAM team Coachability o Step 1: Set Up a Role-Playing Exercise That Models Your Buyer Context o Step 2: Evaluate the Candidate's Ability to Self-Diagnose o Step 3: Evaluate the Candidate's Ability to Absorb and Apply Coaching Curiosity Prior Success Intelligence Work Behavior Are all sales professionals the same? Eight Sets of Sales Behaviors o THE BEST o THE REST What is Key Accounts Management (KAM)? What KAM is: What KAM is not: Why KAM? Which customers qualify for KAM Account attractiveness KAM challenges KAM is a corporate wide initiative KAM requires balance of objectives, opportunity, and resources Start with the objectives, then balance out the rest: EXERCISE Opportunity Chains (external) Case studies Analysis: opportunity and value Conclusion Internal Chains Conclusion
- 2. Managing a complex opportunity network Opportunity Spiral (Internal) Penetrating the internal spiral Benefits of penetrating the spiral: Risks of penetrating the spiral: Value Chain KAM Relationship Models Exploratory Relationship Basic Relationship Cooperative Relationship Interdependent Relationship Integrated Relationship How decisions are made in the KAM world The Customer’s DMU (Decision Making Unit) The authoritarian DMU The consensus DMU (democratic) The consultative DMU The role of the buyer The ‘lead’ buyer (high interest, high involvement) The ‘specifier’ buyer (high interest, low involvement) The ‘service’ buyer (low interest, high involvement) The ‘gatekeeper’ buyer (low interest, low involvement) The influencer wheel The influencer matrix Completing the matrix User/specifier/economic/sponsor The sponsor The user The specifier The economic The Contact Matrix GROW model Attitude towards change and to your company Who sits around the table: Buyers’ Perspective & Strategies Purchasing Revolution
- 3. Exercise Buyers ignore the ‘cost in use’ ‘Cost in use’ example Supplier rationalization Centralization of the purchasing organization Fight, flight, or freeze? Getting involved KAM customers’ classification The six-step process Step 1: Objectives Step 2: Market segmentation Step 3: Assemble the classification and selection team Step 4: the ‘KAISM’: classifying your customers Step 4.i: Customer attractiveness factors Step 4.ii: relative strength factors Completing the matrix Exercise Step 5: Customer distinction strategies Step 6: Communication, alignment and implementation Exercise KAM Plan The purpose of the plan A key account plan template? Some ‘must haves’ Final tips on KAM plan The role of the key account manager Implementation: Facilitation: Implementation roles Closing