This is an occasional Masterclass event, run in response to interest, please
contact us
if you would like further details.
This Masterclass will show how you can create sustainable competitive advantage in dealing with your most important customer.
It will demonstrate how you can:
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Maximise customer retention
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Win new accounts against the top competition
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Secure your customer relationships
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Understand your customer's values to achieve profitable Key Supplier Status
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Develop sustainable and profitable added value propositions
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Align your whole business behind a key account management strategy
And how you must
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Measure profitability by customer
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Identify the right criteria to select and manage key accounts
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Plan to secure the optimal return on your investment
Europe's top experts in the field will lead this Masterclass:
Peter Cheverton is the author of the definitive Key Account Management - a complete action kit of tools and techniques for achieving profitable key supplier status, now in its 4th edition.
Jan Paul van der Velde has led major purchasing teams in Heineken and ICI, and is known for telling it how it is....
All delegates will receive a complimentary copy of the 4th edition of Peter Cheverton's book Key Account Management - a complete action kit of tools and techniques for achieving profitable key supplier status.
From bow-ties to diamonds -
Key Account Management is the pursuit of competitive advantage and future security through enhanced customer relationships. The goal is to escape the traditional bow-tie of seller and buyer with all its limitations, and to forge diamond relationships that allow access to key influencers and develop true understanding of customer and their markets.
The Problems
What are the problems that keep you from achieving your company's potential?
What can you do to eliminate them?
Do you suffer from the Ten Deadly Sins?
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The 'silo mentality' with managers as 'barons'
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No measures for customer profitability
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Short Termism - especially for the top
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Sizeism - 'big' doesn't mean 'key'
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Resistance from the sales team
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A 'non-streetwise' support team
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Inappropriate 'Operational Excellence' - the internal war
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Bureaucracy, and more bureaucracy ....
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Too many key accounts
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No plan for servicing the non key accounts
Looking at your customers, do you see -
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The largest ones increasing their buying power, wounding your profitability?
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A revolution in their buying practices?
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Value based vendor ratings
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Open book trading
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Regional and global purchasing
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Supplier positioning and rationalisation
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Increasing demands for greater commitment from your business - faster NPD, more R & D support, e-commerce systems etc?
The Solutions
This Masterclass will be exploring current best practice - how do the most successful companies tackle the issues and challenges?
The Key Account Relationship Model
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How relationships are managed and developed, profitably
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The good, the bad, the sad, and the ugly - case studies
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Understanding the costs, and the commitment
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The value of the long term relationship
The Customer Perspective
Key Account Management cannot work in a vacuum - to understand new approaches to selling you must understand new approaches to buying
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The purchasing revolution:
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Supplier positioning
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Supplier rationalisation
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Category management
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Key Supplier Status
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The focus on value
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Positive Impact analysis - prioritise actions - define projects
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Analysing the value chain to identify added value proposals
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Matching the customer's business and value drivers
