Course Menu

Related Courses

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.
Download brochure 

PROGRAMME OVERVIEW

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

 

MODULE OBJECTIVES

  • 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

LEARNING Outcomes

  • 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

DURATION & FACILITATION

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

  • Retail Analyst facilitated

Who should attend?

  • New entrants into Key Account Management roles

Delegate Feedback

  • "Excellent presentation taking theory to practical reality"

    Key Account Manager

  • "The programme has given me a practical, simple template that I understand. I came out with a working tool which doesn’t just sit on my shelf."

    Key Account Manager

  • "Enjoyed the margins and calculation of profits."

    Regional Manager

Upcoming Events

Having trouble finding what you're looking for? Contact us for more information.