Event Info

Why Invest

Effective Customer Contact - Key Account Management

A eight step introduction to Key Account Management. The insights and skills required to be an effective Key Account Manager based on industry best practice.
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What can delegates expect?

  • Role and purpose of effective customer contact

-An introduction to key account management and its role in the FMCG market – how have things changed.
-An outline of the typical roles and responsibilities of a KAM
-An overview of the expected skills of a KAM, from both a company and customer perspectives

  • The Current Trading Environment

    -Trends and dynamics currently influencing retailer behaviours

    -Who’s Winning and Losing

  • Know your business

  • Customer Gap &  Opportunity Analysis

    -Know your customers business and the factors impacting their success
    -Understand your customers needs
    -Investigate what Business Intelligence is available to you
    -Develop  strategies to deliver account objectives that meet your customers needs (Customer gap and opportunity analysis)

  • Effective Customer Business Planning

    - The importance of an effective customer business plan and what it looks like
    - From customer strategy to field operations execution – translating the plan into action

  • Key Account Management across the Channels

    -So what’s different?

  • Basic Trade Maths & Trading Terms Principles
    -Know the metrics KAM’s have to influence profitability (and how to calculate them)
    -Understand the role of Trading Terms – their definitions and commercial impact

  • Planning for successful, effective Customer Meetings
    - Building a Roapmap for
          An effective customer contact strategy
          Developing winning customer proposals
          Pre-meeting preparation



  • To give delegates a clear view of what effective Key Account Management (KAM) involves
  • To expose delegates to the customer business planning process
  • To give delegates an understanding of Trade Maths and Trading Term principles
  • To help delegates prepare for effective Customer Engagement


  • An understanding of the skills required to be an effective KAM in the FMCG industry

  • An overview of the strategic focus areas of the major Retailers in the FMCG market

  • An understanding of how to prepare for effective customer contact

  • Understand basic Trade Maths, and the definitions and commercial impact of Trading Terms

  • Understand your Retail Customer’s business. Their challenges, the opportunities they present to you, and the knowledge and intelligence required to effectively trade and engage

  • Knowledge to interface more strategically with your retail customers

Who should attend?

  • New entrants into Key Account Management roles


  • 2 full days in workroom Part 1 of Effective Customer Contact

  • Retail Analyst facilitated