Key Account Management

• The Role of a Successful Key Account Manager
• An Introduction to Basic Management Principles
• The Ladder of Goodwill
• Why Customers Buy - Increase/Reduce Theory
• Situational Analysis

Preparing Your Strategy

• Strategic Thinking and Strategic Planning
• Strategic Goals
• Operational Objectives and How to Achieve Them
• Developing Initiatives

Implementation, Planning and Account Penetration

• Closing the Gap, Individual Gap Analysis
• Stepping Stones to Implementation
• Measuring Progress Against Objectives
• Gantt Charts
• Responsibility and Involvement Matrix

Understanding the Marketing Process

• What is Marketing?
• Marketing Mix and Selling
• Some of the Key Initiatives and Principles
• Bringing It All Together

Managing Buyer Relationships

• How and Why People are Influenced by Different Factors
• Causes of Stress
• What Motivates People
• Designing and Presenting Winning Proposals
• The Benefits of a Well Managed Meeting
• A Meetings Model
• Key Roles
• Use Your Agenda to Your Advantage
• Setting Priorities for Client Meetings

• Case Studies and Syndicate Exercises3