COURSE OVERVIEW:

This course is designed for seasoned sales professionals looking to elevate their skills in managing key accounts and driving business development within strategic client relationships. This McTimothy Associates program on Advanced Key Accounts Management and Business Development covers best practices in account management, techniques for building long-term value, and strategies for identifying growth opportunities within key accounts. Participants will learn how to strengthen client relationships, align with customer goals, and maximize revenue potential through targeted business development efforts.

LEARNING OBJECTIVES:

By the end of the training, participants will be able to:

1. Develop and implement comprehensive key account strategies aligned with business goals.
2. Build deeper client relationships that drive long-term retention and customer loyalty.
3. Identify and capitalize on business development opportunities within key accounts.
4. Execute data-driven account planning and growth strategies.
5. Manage cross-functional teams to enhance client satisfaction and achieve account goals.
6. Measure and report on account success through clear metrics and KPIs.

COURSE OUTLINE:

DAY ONE

Module 1: Foundations of Key Account Management (KAM) and Business Development

• Session 1: Understanding the Key Account Management Framework
  • Differences between KAM and traditional account management
  • Critical role of KAM in organizational success
• Session 2: Identifying and Segmenting Key Accounts
  • Criteria for classifying key accounts
  • Understanding account potential and prioritization techniques

Module 2: Strategic Account Planning and Analysis

• Session 3: Account Planning for Long-Term Success
  • Developing account plans with clear goals and objectives
  • Identifying client needs, pain points, and growth areas
• Session 4: Using Data Analytics in Account Management
  • Leveraging data to drive account insights and strategies
  • Utilizing client and industry data to anticipate opportunities

DAY TWO

Module 3: Building and Strengthening Key Account Relationships

• Session 5: Creating Value-Based Relationships
  • Techniques for building trust and value with key stakeholders
  • Approaching KAM as a partnership: value exchange and reciprocity
• Session 6: Developing Consultative Communication Skills
  • Using consultative questioning to deepen relationships
  • Listening and empathizing to understand and exceed client expectations

Module 4: Business Development within Key Accounts

• Session 7: Identifying Growth Opportunities
  • Techniques for spotting business development opportunities
  • Uncovering new needs, cross-selling, and upselling strategies
• Session 8: Managing and Expanding Stakeholder Networks
  • Expanding networks within the client organization to secure buy-in
  • Mapping and influencing stakeholders to drive growth initiatives

Module 5: Driving Client Success with Cross-Functional Collaboration

• Session 9: Building an Internal Account Team
  • Engaging and aligning cross-functional teams to support account goals
  • Coordinating with marketing, product, and service teams
• Session 10: Improving Client Satisfaction through Service Excellence
  • Developing service strategies that enhance client loyalty
  • Monitoring and addressing client satisfaction proactively

DAY THREE

Module 6: Negotiation and Objection Handling in KAM

• Session 11: Advanced Negotiation Techniques for Key Accounts
  • Preparing for negotiations specific to key accounts
  • Techniques for win-win negotiations that strengthen relationships
• Session 12: Overcoming Objections and Managing Challenges
  • Identifying common objections and root causes in account management
  • Strategies for resolving conflicts and maintaining account stability

Module 7: Measuring and Reporting Key Account Success

• Session 13: Key Account Performance Metrics
  • Developing KPIs for account health, satisfaction, and growth
  • Using metrics to measure and improve account performance
• Session 14: Reporting and Communicating Account Success
  • Best practices for creating impactful reports
  • Presenting results to senior management and clients

Module 8: Creating a Sustainable Key Account Growth Strategy

• Session 15: Continuous Improvement in Key Account Management
  • Leveraging feedback to improve KAM practices
  • Learning from successes and areas of improvement within accounts
• Session 16: Long-Term Account Growth Planning
  • Developing a forward-looking approach to account expansion
  • Integrating innovation and market trends in KAM strategy

TRAINING METHODOLOGY:

• Interactive Lectures – Theory-based lectures on KAM principles
• Case Studies and Real-Life Scenarios – Analysis of successful key account management examples
• Role-Plays and Simulations – Practice sessions on client interactions, negotiations, and objection handling
• Group Exercises – Collaborative account planning and problem-solving sessions
• Action Plan Development – Participants create a strategic plan for one of their own accounts

ASSESSMENT & CERTIFICATION:

• Practical Exercises: Performance-based assessments through role-plays and case studies.
• Strategic Account Plan: Each participant will develop a comprehensive account plan for one key account.
• Professional Certificate of Completion: Awarded upon successful completion of all modules and assignments.

This course empowers experienced sales professionals to become trusted advisors and strategic partners to their key accounts, driving sustainable growth and lasting client satisfaction. Through hands-on exercises and strategic frameworks, participants will gain advanced tools for successful key account management and business development.