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Key Account Management Skills – From Customers to Business Partners

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MYR 2,400.00

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Key Account Management - From Customers to Business Partners workshop provides a step-by-step guide to obtaining the maximum value out of the methodology of key account management situational analysis using the information available to Key Account Managers.

Account situational analysis is a means of assessing a number of different key accounts, first according to the potential of each in terms of achieving the organizational objectives and, second, according to the organizational capability for taking advantage of the opportunities identified. A detailed methodology and framework can be used to classify possible potential accounts and their respective strategy requirements. It uses 10 indicators in measuring the dimensions of 'account attractiveness' and probability.

The outcome of understanding key account situational analysis is the diagnosis of a potential client organization's situation and strategy options leading to higher closure probabilities.

Workshop Learning Objectives

•Providing key account managers with a methodology to analyze and better forecast revenue;

•Enhance understanding of specific key accounts;

•Provide key account managers with better strategizing ability to win over key accounts;

•Dissect actual key accounts using targeted company information;

•Better understand the data and information collected on client organizations;

•Identifying high potential key accounts for planning, strategizing and prioritization purposes.

Outline

Module 1: Understanding Account Management in the New Economy

•The Evolution of Account Management Practices in the 4 Economies

•Defining Account Management in the New Economy

•Winning Markets Through Market-oriented Strategic Planning

Activity: Establishing and assessing the current sales practices at Century Battery

Module 2: Creating The Branded Account Management Experience

•Passion to Exceed Client Delight

•The 4 Levels of Service Expectations in Account Management

•Delivering the Branded Client Experience - Capturing Client’s Emotions

Activity: Establishing the organizations 4 levels of service

Module 3: Utilizing the 10 Step Account Strategy for Situational Analysis

1.Identifying the Accounts to a Key Focus Pool
a.Rationale for Key Account Selection

2.Defining Key Account Effectiveness
a.Growth Potential
b.Available Volume or Value
c.Profit Potential

3.Applying Weightings to Key Accounts

4.Defining the Parameters for Potential

5.Scoring the Key Account for Attractiveness

6.Defining Business Strength in Each Account

a.Product Requirements
b.Price Requirements
c.Service Requirements
d.Promotion Requirements

7.Score Critical Success Factors

a.Exploratory, Basic, Cooperative, Interdependent, Integrated

8.Produce the Account Portfolio Analysis

a.Current Sales

b.Available Sales Over Three Years

9.Outline Objectives and Strategies

10.Action Plans to Improve Account Success

Activity: Participants will be going through the 10 steps with selected accounts with the ATCEN Key Account Analysis worksheet and in the process obtain a better understanding of what are the indicators to look at in an actual live account they are currently working on for them to identify and recognize opportunities. Although there are obvious signs one can look out for within an account, there are business elements that need to be factored in to make an educated decision.

Module 4: Turning Defeat Into Victory and Looking Ahead

•Understanding that Persistency and Consistency Pays

•Approaches to Turning Defeat into Victory

•Developing a Personal and Professional Strategic Focus and Personal Development Plan in Life

Exercise: Developing your own entrepreneurial business plan and assessing it with the entrepreneurial checklist.

Speaker/s

Ken Ng

Ken serves as Principal Consultant and Chief Master Trainer for The ATCEN Group – the People Development expert. He is a Certified Professional Speaker, Certified Support Manager from Service & Sales Support Professional Association of America, Certified Master Trainer from Western Kentucky University, Certified Master Key Account Manager and holds a BSc in Marketing and Organizational Communication. Ken has been in the forefront of the Asian customer interaction management and sales industry since the mid-90’s and is better known as “Service Sifu” and the “Ultimate Sales Dragon” to his peers, colleagues, partners and customers.

With more than 25 years of both strategic and operational sales and customer interaction experience, Ken is an author of numerous articles distributed internationally and has conducted in-depth research and studies on sales, marketing, contact centers and Customer Experience in Asia Pacific. Dynamic and energetic, he is a much sought after speaker and has been involved in providing strategic directions for the Asian sales, marketing and customer contact management industry through summits, congresses, conferences and knowledge sharing tradeshows. He is nominated by the Customer Relationship Management & Contact Centre Association of Malaysia (CRM & CCAM) as one of the notable judges in the highly recognized CRM & CCAM Annual Awards in various categories.

His expertise has led to consulting and performance enhancement engagements regionally with Multi-national Companies, Large Local Conglomerates and Government Linked Companies where he focuses on the mission critical aspects of sales, marketing and customer interaction; Customer Experience Strategy Mapping, Strategic Sales and Service Blueprint design, Human Capital Recruitment & Development, Sales & Marketing Framework, Sales Motivation & Teamwork, Branding, Business Development, Key Account Management, Business Process Improvement, Performance Management implementation and Contact Center Management.

Ken first became involved with sales and Service in the mid-80’s while he was still in America. Since then, he has held a variety of leadership, management and operational roles in sales, service, marketing, collections for major sales and service operations. Ken is also a pioneer/owner of the first premier cyber cafe chain in Malaysia and has held key positions in many organizations such as CEO of an Experiential Learning Company, CEO of a Leadership Development Company, Senior Consultant with the largest Business Process Outsourcing organization in Asia, Head of Technical Support for the Nokia Care Line responsible for supporting the South East Asia and Asia Pacific region, Marketing Consultant for Microsoft Malaysia’s MSN portal, Sales and Marketing Strategist for the Kirby Company, USA to Manager of University Service Delivery of Oklahoma University.

Special Offer

Early Bird Discount – RM5,500 for 3 pax

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ATCEN aspires to be Asia’s People and Capacity Development Partner. We believe all individuals can contribute to the betterment of self, the organization and the community. Having played an active role in developing high performance in the human capital of large, medium and small organizations in the Asia Pacific Region, we continue to strive to deliver measurable change in our services.

Established since 2003, we have garnered extensive experience in delivering business training, business events and capacity building engagements for professionals and businesses worldwide.

In our customers’ eyes, ATCEN represents Accountable, Partnering, Integrity and Customer Centric. The ATCEN Team delivers exceptional quality services by empowering our people to fulfil our purpose and mission to develop people and build sustainable capabilities in organizations.

ATCEN’s Affiliations and Partners:

Pembangunan Sumber Manusia Berhad (PSMB/ HRDF): ATCEN is a Class “A” training provider for PSMB (HRDF) and a 5 Star Rated Training Provider.
Ministry of Finance: Registered for training, course/seminar and education management.
Western Kentucky University (WKU, USA): ATCEN is a WKU Asia partner, offering their certification programs for the Asian community. ...

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