Advanced Key Account Management: the Masterclass

Advanced Key Account Management: The Masterclass

Strategies for Business to Business Customer Relationship Marketing

The Masterclass will show how you can create sustainable competitive advantage in dealing with your most important customers.

It will demonstrate how you can:

·  Maximise customer retention

·  Win new accounts against the top competition

·  Secure your customer relationships

·  Understand your customer’s values to achieve profitable Key Supplier Status

·  Develop sustainable and profitable added value propositions

·  Align your whole business behind a key account management strategy

And how you must

·  Measure profitability by customer

·  Identify the right criteria to segment and handle key accounts

Peter Cheverton will lead this Masterclass, who with Professor Malcolm McDonald of the Cranfield School of Management, had pioneered the advanced thinking of this area. Peter Cheverton is the author of the definitive book: Key Account Management – the route to profitable Key Supplier Status.

All delegates will receive a complimentary copy of Peter Cheverton’s book, Key Account Management – the route to profitable Key Supplier Status

Our Key Account Management Masterclass in 2000 was heavily booked. We therefore advise an early booking.

Wednesday 22 August 2001, Gallagher Estate • Midrand

Fees R2595 individual

R2395 group of 3 or more

Enquiries Kirsten Moller or Louise Hullock

(021) 914 2888

Advanced Key Account Management:

The Masterclass

Wednesday 22 August 2001

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 customers 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?

1.  The “silo mentality” with managers as “barons”

2.  No measures of customer profitability

3.  Whose key account is this anyway?

4.  Poor systems and disciplines – internal and external

5.  Resistance from the sales team

6.  A “non-streetwise” support team

7.  Inappropriate “Operational Excellence” – the internal war

8.  Bureaucracy, and more bureaucracy…

9.  Too many key accounts

10.  Top management “cop outs”

Looking at your customers, do you see –

·  The largest ones increasing their buying power, wounding your profitability?

·  A revolution in their buying practices?

·  Supply chain management

·  Value based vendor ratings

·  Regional and global purchasing

·  Supplier positioning

·  Supplier rationalisation plans

·  Increasing demands for greater commitment for 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

·  How relationships are managed and developed

·  The good, the bad, the sad and the ugly – case studies

·  Managing the relationship profitably

·  Understanding the costs

·  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 –

·  The purchasing revolution –

·  Supply chain management

·  Supplier positioning

·  Supplier rationalisation

·  Category management

·  E-Commerce

·  The focus on value

·  Positive Impact Analysis

- prioritise actions – define projects

·  Analysing the value chain to identify added value proposals

·  Matching the customer’s business and value drivers

Making it Happen – Implementation

Key Account Management is not a sales initiative – to succeed it must become a business process

·  Tackling the 10 Deadly Sins

·  Discovering new organisation and business structures

·  Forming cross business alignment

·  Building new skills and capabilities

·  Managing change

·  Creating improved systems and processes

The One to One Clinic The presenter will be available for one to one consultancy

Peter Cheverton MA (Cantab), MMIPS, Director, INSIGHT Marketing and People

Peter is currently working with a number of blue-chip companies in Europe, USA and South Africa, helping them to implement Key Account Management strategies. He has particular experience in the challenges of Global Account Management and in winning senior level commitment to the process. His business experience includes many with ICI Paints Dulux as Manager of Key Accounts and European Marketing. He is the author of Key Account Management, the route to profitable Key Supplier Status, a seminal work in this important area. Peter is a motivating speaker with a practical focus on implementation.

INSIGHT Marketing and People is an international training and consultancy firm specialising in Relationship Marketing and Key Account Management. Over the last two years they have worked in over 30 countries around the world with global blue-chip clients in financial services, pharmaceuticals, speciality chemicals, consumer goods, telecommunications and IT.