KEY ACCOUNT MANAGEMENT

1. The key customer
- Corporate and key customer characteristics and customer relation tasks
- Corporate customers and maximizing multi-channel sales
- Key customers and customer ranking
- Focusing key customer segments for future growth
- Solving key customer problems
- Managing key customers in investment businesses, services, support, consumer products, and suppliers companies

2. Customer database
- Main customer database requirements – registration of customer decision-makers
- Key customer data collection - available information, documents, specialists, gathering new information, data collection sources, information gathering purposes, evaluation of stored information, comparative data collection assessment
- Anticipating key customer decision-making processes – enterprise structures, organisational processes, company stages in decision-making, decision-making factors, the key customer decision-making processes seen from own business perspective
- Creating quantity and quality key customer database indicators
- Organising key customer database information flow

3. Key account management and planning
- Significance of customer relationship planning
- Planning the key accounts – structure and contents, key customer analysis, strategy development, operational business planning, implementation and control

4. Planning key customer company penetration
- Gathering necessary information
- Defining the current level of relationship
- Defining specific objectives
- Making positive and negative investment decisions
- Cultivating strategic loyalty key customer network

5. Customer centric sales approach
- Building contacts with the most suitable sales manager or representative
- Key factors for successful sales
- Sales strategies
- Managing offers to key customers – timing, contents, targeting, presentation, functional errors in designing offers, actions after submitting the offer, accepting the offer, securing successful future sales, and directing key customer offer management
- Managing key accounts conversations and negotiations
- Creating key customer partnership systems
- Key customer price negotiations

6.Customer relationship management
- Measuring active customer relationship management
- Loyalty schemes and programmes
- Customer relationship management and strategic networking
- Key customer relationship management cycle
- Ten golden rules