A eight step introduction to Key Account Management. The insights and skills required to be an effective Key Account Manager based on industry best practice. Download brochure
What can delegates expect?
Role and purpose of effective customer contact
-An introduction to key account management and its role in the FMCG market – how have things changed.
-An outline of the typical roles and responsibilities of a KAM
-An overview of the expected skills of a KAM, from both a company and customer perspectives
The Current Trading Environment
-Trends and dynamics currently influencing retailer behaviours
-Who’s Winning and Losing
Know your business
Customer Gap & Opportunity Analysis
-Know your customers business and the factors impacting their success
-Understand your customers needs
-Investigate what Business Intelligence is available to you
-Develop strategies to deliver account objectives that meet your customers needs (Customer gap and opportunity analysis)
Effective Customer Business Planning
- The importance of an effective customer business plan and what it looks like
- From customer strategy to field operations execution – translating the plan into action
Key Account Management across the Channels
-So what’s different?
Basic Trade Maths & Trading Terms Principles
-Know the metrics KAM’s have to influence profitability (and how to calculate them)
-Understand the role of Trading Terms – their definitions and commercial impact
Planning for successful, effective Customer Meetings
- Building a Roapmap for
An effective customer contact strategy
Developing winning customer proposals
To give delegates a clear view of what effective Key Account Management (KAM) involves
To expose delegates to the customer business planning process
To give delegates an understanding of Trade Maths and Trading Term principles
To help delegates prepare for effective Customer Engagement
An understanding of the skills required to be an effective KAM in the FMCG industry
An overview of the strategic focus areas of the major Retailers in the FMCG market
An understanding of how to prepare for effective customer contact
Understand basic Trade Maths, and the definitions and commercial impact of Trading Terms
Understand your Retail Customer’s business. Their challenges, the opportunities they present to you, and the knowledge and intelligence required to effectively trade and engage
Knowledge to interface more strategically with your retail customers
Who should attend?
New entrants into Key Account Management roles
DURATION & FACILITATION
2 full days in workroom Part 1 of Effective Customer Contact
Retail Analyst facilitated
"Excellent presentation taking theory to practical reality"
Key Account Manager
"The programme has given me a practical, simple template that I understand. I came out with a working tool which doesn’t just sit on my shelf."