Competition is increasing. Customers are more sophisticated. Targets are more demanding. Sound familiar?
Driven by some form of 80/20 rule — 80% of current or potential revenues come from 20% of customers — many firms believe that success is guaranteed by shifting their attention onto larger accounts. However, it is one thing to recognise that these accounts should be treated differently. It is quite another to figure out exactly what to do.
Key Account Management is an essential tool to drive business success, especially in B2B environments. Its aim is to analyse and use the deep understanding of your customers and your business to develop a focused approach to your customer relationships and business development. Effective execution will result in long-term relationships and increased sales, improved profitability and reduced sales cost. You become the preferred supplier and reduce the high cost of bidding.
Michigan’s Key Account Management programme equips participants with processes and tools to identify and engage with larger customers on a key account level, and how to develop creative, structured and value-generating account plans. In addition, they will:
- Learn how to acquire, maintain and manage large, profitable accounts.
- Develop skills to capitalise on new opportunities.
- Master the financial tools necessary to evaluate projects.
- Learn to realign your organisation against key accounts’ needs.
- Gain tools to bring key account management to your organisation.
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