Key Account Management in B2B Markets

Management Centre Europe (MCE)
Key Account Management in B2B Markets
Key Account Management in B2B Markets
June 22nd, 2022

Overview

Why attend this programme?

80% of Sales from 20% of Customers

In many companies 80% of sales is coming from 20% of the customers. However, are they contributing 80% of the profits?
If not, a Key Account Management (KAM) approach may well be the only solution to solve this dilemma.

KAM is not a sophisticated sales technique; it is an integrated company approach to dealing with important or strategic clients of a company. The objectives of a KAM programme are to provide more added value to the customer, increase customer intimacy and enhance relationships in different business areas such as R&D, innovation, supply chain, etc. A well-managed KAM relationship will result in long term loyal relationships while improving profitability for both parties.

Key Account Managers play a crucial role in this relationship. They need to avail of a unique set of strategic planning, value added selling, negotiating and interpersonal skills. Successful Key Account Managers are trusted advisers for their clients while aligning and managing their company teams without formal authority. 

Who should attend?

This 3-day KAM training programme is right for you if you are a: 

  • Manager who is responsible (or aiming) for managing Key (Global, Strategic, Major, Large, …) accounts
  • Key Account Team Managers or Director
  • Sales, Marketing, Commercial or Business Unit Managers or Director

How will you benefit?

After participating in this programme, you will grow your Key Account Management Skills & Competencies and be able to:

  • Build strategies to grow your Key Accounts
  • Develop powerful Key Account plans
  • Know how to move from transactional sales techniques to a strategic selling approach
  • Know how to get to real customer insight
  • Deep dive into the clients organization structure and decision making processes
  • Explore the building of powerful Customer Value Propositions 
  • Grow customer intimacy and loyalty
  • Know how to build long term customer enterprise-level relations up to the C-suite
  • Create and manage a Key Account Team 
  • Know how to manage without formal authority
  • Practise some effective communication skills
  • Apply the learning to your own organisation

 

During the programme you will:

  • Network and learn with a diverse group of peers from different industries and countries in an international environment
  • Develop a personal action plan to implement back at work
  • Learn and practise new skills using real-business-world examples and exercises over 3 interactive days

Programme Details

What will you learn and practice?

The Key Account Management in B2B Markets is a 3-day hands-on training programme, highly interactive with exercises and role plays. The programme will be led by an experienced facilitator with former management experience in international companies.

The programme is structured in 3 parts, each designed to ensure an effective training experience:

Pre-attendance

  • Pre-workshop participant on-line questionnaire
  • Reading of selected relevant articles
  • Participants to select a Key Account and collect related data to prepare individually work during the training programme

During attendance

  • (Please read below the details of the modules)
  • Highly interactive presentations 
  • Best practice sharing and peer learning
  • Group discussion and hands-on work in syndicate groups
  • Practise of innovation tools, frameworks and methods
  • Individual work on own innovation project

Post-attendance

  • Receive additional reading material
  • Post-workshop audit after 6 weeks

Key Account Management in B2B Markets Course Outline:

Module 1 – Key Account Management Core Concepts

  • Key Account Management: what is it, what is it not and KAM myths
  • The new reality of B2B sales, marketing and supply
  • The different stages of Key Account Management 
  • Key Account Management as a Sales System 
  • Identifying and selecting Key Accounts
  • Learning from top performers in Key Account Management
  • Key Account Management Audit of your company

Module 2 – Knowing your Key Accounts 

  • The customer buying cycle and Decision-Making Units 
  • Relationship Mapping – Building the relationship 
  • Getting to Customer Insight – The Empathy Map Canvas
  • Identifying the value drivers of your Key Accounts
  • Value Based Pricing 
  • Customer Value Propositions
  • Practical applications on your Key Account

Module 3 – Key Account Management Planning

  • Mapping the Competitive Landscape
  • Recording company internal Strengths and Weaknesses
  • Elaborating and using the SWOT analysis
  • Setting SMARTER Key Account goals
  • Building strategies and initiatives for acquiring, growing and protecting Key Accounts 
  • Developing your Key Account Plan Framework 
  • The KAM Plan: practical application

Module 4 – Key Account Management implementation

  • Communication your Key Account Plan and getting to the ‘triple buy-in’
  • Implementation: the six Key Account Manager’s roles
  • Monitoring implementation progress: balancing short and long term
  • Customer Centricity – the unique competitive advantage
  • Key Account Plan Review & reporting cycle 
  • Measuring and strengthen relationships with Key Accounts
  • Practical applications on your Key Account

Module 5 – Leading Without Authority

  • Leadership versus management 
  • Building high-performance Key Account Teams
  • Leading without authority
  • Communicating and working at c-suite enterprise levels
  • Your leadership style: the Platinum Rule®
  • Dealing with change
  • Closing: mini case 

Module 6 – Workshop conclusions

  • The present-day Key Account Manager profile
  • Key learning points
  • Your Personal Action Plan 
  • Next steps

Practical Information

CONTENT OF MCE’S OPEN ENROLMENT PROGRAMMES

Are MCE programmes certified by an official body/organization?
10 of MCE’s top selling programmes are approved by Project Management Institute and you can find more information on these programmes here.

What is the MCE approach to learning and development?
All of MCE’s Open Enrolment programmes are based on MCE’s FEEL-THINK-DO and 70/20/10 principles to enable effective learning transfer.

Who designs MCE programmes?
Our Portfolio team together with the core MCE Senior Associates design all of our programmes based on the ROPES model.

Are MCE’s Programmes practical?
MCE’s programmes are all designed to allow to practice what you have learnt. So you will have lots of time to practice, practice and practice.

 

ABOUT MCE’s OPEN ENROLMENT PROGRAMMES

What time does the programme start and finish?
MCE programmes start at 9:00 and finish at 17:00. Lunch is a 1-hour break and there are two coffee breaks too. On the last day, the programme finishes at 16:30 as we know a lot of people have to catch planes and trains.

What should I wear (dress code) when participating in an MCE Programme?
Most participants wear Business Casual clothes. A formal business suit is not necessary.

Are meals included? I don’t eat certain food. Can I order special meals?
Lunch is provided every day with different choices of foods to cater for different needs.

Is there a free Wi-Fi?
For programmes at MCE in Brussels, there is free Wi-Fi throughout the building. For other locations, the services can vary, but in most locations we have organized free Wi-Fi.

Will I get a certificate at the end of the programme?
Yes, a certificate of attendance is provided to you upon successful completion of the programme.

 

The MCE Team is ready to answer any questions you have. Please contact us by phone, email, contact form or even website chat. We would be happy to talk to you!

Barcelona

Barcelona

MCE’s programmes take place in the heart of Barcelona. Barcelona is one of the world’s leading tourist, economic, trade fair and cultural centres, and its influence in commerce, education, entertainment, media, fashion, science, and the arts all contribute to its status as one of the world’s major global cities. It is a major cultural and economic centre in southwestern Europe, 24th in the world (before Zürich, after Frankfurt) and a financial centre. In 2008 it was the fourth most economically powerful city by GDP in the European Union and 35th in the world with GDP amounting to €177 billion.

What should you see in Barcelona?

  • Minor basilica of Sagrada Família, the international symbol of Barcelona
  • Palau de la Música Catalana and Hospital de Sant Pau, designed by Lluís Domènech i Montaner, included in the UNESCO Heritage List in 1997.
  • Works by Antoni Gaudí, including Park Güell, Palau Güell, Casa Milà (La Pedrera), Casa Vicens, Sagrada Família (Nativity façade and crypt), Casa Batlló, Crypt in Colonia Güell. The first three works were inscribed as a World Heritage Site in 1984. The other four were added as extensions to the site in 2005.
  • The Cathedral of the Holy Cross and St. Eulalia (Gothic)
  • Gothic basilica of Santa Maria del Mar
  • Gothic basilica of Santa Maria del Pi
  • Romanesque church of Sant Pau del Camp
  • Palau Reial Major, medieval residence of the sovereign Counts of Barcelona, later Kings of Aragon
  • The Royal Shipyard (gothic)
  • Monastery of Pedralbes (gothic)
  • The Columbus Monument
  • The Arc de Triomf, a triumphal arch built for entrance to 1888 Barcelona Universal Exposition.
  • Expiatory church of the Sacred Heart of Jesus on the summit of Tibidabo.

(Texts copyright Wikipedia.com)

Brussels

Brussels

MCE’s programmes take place at the MCE Conference & Business Centre in the heart of the city.

So why should you come to Brussels?

  • Local Culture and Attractions – Brussels is an amazing city with numerous museums, cultural events and a great architectural legacy. Why not discover local comic books, the surrealism movement and Magritte museum, Art Nouveau architecture including the royal galleries and Horta buildings. And we can’t forget the Grand-Place, Manneken-Pis and the Atomium.
  • Multi-Lingual – As Belgium is a multi-lingual country and Brussels is the home to the EU, you will have no problem speaking English, French or Dutch in the city. You will be pleasantly surprised to hear how many people speak a lot of other languages too!
  • Great flight and train connections – Did you know Brussels is only 85 minutes by train from Paris? And only 2 hours from London? Brussels airport is located only 11km from the city centre and serves destinations all over the world. So, wherever you are coming from, it will be an easy and enjoyable journey.
  • The heart of Europe – Brussels is home to the European Commission, the European Parliament, and other EU institutions. With the world’s largest lobby industry and more than 1000 press correspondents, the heart of Europe is the place to be to run your events, conferences and exhibitions.
  • Did we mention…The chocolate, the waffles, the frites, the beers, and the Belgian cuisine?

Dubai

Dubai

MCE’s Programme take place in the heart of Dubai. Dubai is the most populous city in the United Arab Emirates (UAE). It is located on the southeast coast of the Persian Gulf and is the capital of the Emirate of Dubai, one of the seven emirates that make up the country. Dubai is to host World Expo 2020. Dubai has emerged as a global city and business hub of the Middle East. It is also a major transport hub for passengers and cargo. By the 1960s, Dubai’s economy was based on revenues from trade and, to a smaller extent, oil exploration concessions, but oil was not discovered until 1966. Oil revenue first started to flow in 1969. Dubai’s oil revenue helped accelerate the early development of the city, but its reserves are limited and production levels are low: today, less than 5% of the emirate’s revenue comes from oil. The emirate’s Western-style model of business drives its economy with the main revenues now coming from tourism, aviation, real estate, and financial services. Dubai has recently attracted world attention through many innovative large construction projects and sports events. The city has become iconic for its skyscrapers and high-rise buildings, in particular the world’s tallest building, the Burj Khalifa.

What should you see in Dubai?

Dubai has been called the “shopping capital of the Middle East”. Dubai alone has more than 70 shopping centres, including the world’s largest shopping centre, Dubai Mall. Dubai is also known for the traditional souk districts located on either side of its creek. Traditionally, dhows from East Asia, China, Sri Lanka, and India would discharge their cargo and the goods would be bargained over in the souks adjacent to the docks. Dubai Creek played a vital role in sustaining the life of the community in the city and was the resource which originally drove the economic boom in Dubai. As of September 2013, Dubai creek has been proposed as a UNESCO World Heritage Site. Many boutiques and jewellery stores are also found in the city. Dubai is also referred to as “the City of Gold” as the Gold Souk in Deira houses nearly 250 gold retail shops.  Dubai Creek Park in Dubai Creek also plays a vital role in Dubai tourism as it showcase some of the most famous tourist attractions in Dubai such as Dolphinarium, Cable Car, Camel Ride, Horse Carriage and Exotic Birds Shows.

(Texts copyright Wikipedia.com)

London

London

London is a leading global city,in the arts, commerce, education, entertainment, fashion, finance, healthcare, media, professional services, research and development, tourism, and transport. It is one of the world’s leading financial centres and has the fifth- or sixth-largest metropolitan area GDP in the world. London is a world cultural capital. It is the world’s most-visited city as measured by international arrivals and has the world’s largest city airport system measured by passenger traffic. London is one of the world’s leading investment destinations, hosting more international retailers and ultra high-net-worth individuals than any other city. London’s universities form the largest concentration of higher education institutes in Europe, and a 2014 report placed it first in the world university rankings. According to the report London also ranks first in the world in software, multimedia development and design, and shares first position in technology readiness. In 2012, London became the first city to host the modern Summer Olympic Games three times.

What should you see in London?

London contains four World Heritage Sites: the Tower of London; Kew Gardens; the site comprising the Palace of Westminster, Westminster Abbey, and St Margaret’s Church; and the historic settlement of Greenwich(in which the Royal Observatory, Greenwich marks the Prime Meridian, 0° longitude, and GMT). Other famous landmarks include Buckingham Palace, the London Eye, Piccadilly Circus, St Paul’s Cathedral, Tower Bridge, Trafalgar Square, and The Shard. London is home to numerous museums, galleries, libraries, sporting events and other cultural institutions, including the British Museum, National Gallery, Natural History Museum, Tate Modern, British Library and West End theatres. The London Underground is the oldest underground railway network in the world.

(Texts copyright Wikipedia.com)

Paris

Paris

MCE’s programmes take place in the heart of Paris. Paris is the capital and most populous city of France. Situated on the river Seine in northern metropolitan France, it is in the centre of the Île-de-France region, also known as the région parisienne, “Paris Region”. Paris largely retains its one-and-a-half-century-old administrative boundaries, with an area of 105 km² (41 mi²) and as of 2014 a population of 2,241,346. Together with its suburbs, the whole agglomeration has a population of 10,550,350 (Jan. 2012 census), which makes it the largest in the European Union. Paris’ metropolitan area spans most of the Île-de-France region and has a population of 12,405,426 (Jan. 2013 census), constituting one-fifth of the population of France. The administrative region covers 12,012 km² (4,638 mi²), with approximately 12 million inhabitants as of 2014, and has its own regional council and president.

What should you see in Paris?

Paris is the home of the most visited art museum in the world, the Louvre, as well as the Musée d’Orsay, noted for its collection of French Impressionist art, and the Musée National d’Art Moderne, a museum of modern and contemporary art. The notable architectural landmarks of Paris include Notre Dame Cathedral (12th century); the Sainte-Chapelle (13th century); the Eiffel Tower (1889); and the Basilica of Sacré-Cœuron Montmartre (1914). In 2015 Paris received 22.2 million visitors, making it one of the world’s top tourist destinations. Paris is also known for its fashion, particularly the twice-yearly Paris Fashion Week, and for its haute cuisine, and three-star restaurants. Most of France’s major universities and grandes écoles are located in Paris, as are France’s major newspapers, including Le Monde, Le Figaro, and Libération.

The association football club Paris Saint-Germain and the rugby union club Stade Français are based in Paris. The 80,000-seat Stade de France, built for the 1998 FIFA World Cup, is located just north of Paris in the commune of Saint-Denis. Paris hosts the annual French Open Grand Slam tennis tournament on the red clay of Roland Garros. Paris hosted the 1900 and 1924 Summer Olympics, the 1938 and 1998 FIFA World Cups, and the 2007 Rugby World Cup. Every July, the Tour de France of cycling finishes in the city.

The city is also a major rail, highway, and air-transport hub, served by the two international airports Paris-Charles de Gaulle and Paris-Orly. Opened in 1900, the city’s subway system, the Paris Métro, serves 4.5 million passengers daily. Paris is the hub of the national road network, and is surrounded by three orbital roads: the Périphérique, the A86 motorway, and the Francilienne motorway in the outer suburbs.

(Texts copyright Wikipedia.com)

Associates

Pascal Gand

Frank De Keyzer

Florin Vladica

Testimonials

“ It is a perfect possibility to connect with people from different industries, who are dealing with the same issues.”

Agata Kulik, Product Manager Special Salts, Jungbunzlauer Ladenburg GmbH, Germany

 

“ Facilitator, content, tools, methods, room were very good and fitted to the participants and their needs.”

Andreas Armenat, Head of Production, GO Generics & Standard Solutions, Fresenius Kabi AG, Germany

 

“Very interesting topics, international and multicultural environment. Very professional coach.”

Alessandro Foresio, Vice President, Logic S.p.A., Italy

 

“The subjects covered were extremely relevant and gave input to my personal development.”

Rosa Karen Schmidt, Senior VP-Assistant, Novo Nordisk, Denmark

FAQ

ABOUT MCE’s OPEN ENROLMENT PROGRAMMES

What time does the programme start and finish?
MCE programmes start at 9:00 and finish at 17:00. Lunch is a 1-hour break and there are two coffee breaks too. On the last day, the programme finishes at 16:30 as we know a lot of people have to catch planes and trains.

What should I wear (dress code) when participating in an MCE Programme?
Most participants wear Business Casual clothes. A formal business suit is not necessary.

Are there MCE approved/recommended hotels?
Yes, each programme has recommended hotels that have the best rates. We include details of these hotels in your registration pack.

Are meals included? I don’t eat certain food. Can I order special meals?
Lunch is provided every day and we always organize a buffet so you have a good choice of foods to cater for different needs.

Are there evening activities?
Your evenings are free, although there some exceptions (e.g. On the MCE Leadership Development Programme there is an activity on day 3)

Is there a free Wi-Fi?
For programmes at MCE in Brussels, there is free Wi-Fi throughout the building. For other locations, the services can vary, but in most locations we have organized free Wi-Fi.

What level of English do I need to take part in an MCE Programme?
MCE’s participants come from over 90 different countries but all of our open enrolment programmes are run in English. You need to have a good working knowledge of English to be able to fully participate in the programme and network with other participants. If you have difficulty understanding these questions, the programme might be difficult for you too.

Will I get a certificate at the end of the programme?
Yes, a certificate of attendance is provided to you upon successful completion of the programme.


CONTENT OF MCE’S OPEN ENROLMENT PROGRAMMES

Are MCE programmes certified by an official body/organization?
10 of MCE’s top selling programmes are approved by Project Management Institute and you can find more information on these programmes here.

What is the MCE approach to learning and development?
All of MCE’s Open Enrolment programmes are based on MCE’s FEEL-THINK-DO and 70-20-10 principles to enable effective learning transfer.

Who designs MCE programmes?
Our Portfolio team together with the core MCE Senior Associates design all of our programmes based on the ROPES model.

Are MCE’s Programmes practical?
MCE’s programmes are all designed to allow to practice what you have learnt. So you will have lots of time to practice, practice and practice.

 

REGISTRATIONS, PAYMENTS AND FEES

Are VAT rates included in the price?
The price advertised in this page is VAT excluded and applicable to clients and companies legally based in the European Union.

All clients outside the European Union (EU), e.g. Middle East, Africa, Asia and America, are exempt from VAT rates. For them, the price advertised here is the final price to be paid.

  • One exception: Training Programmes in France. All clients (inside or outside the European Union) following training programmes in France are liable to 20% VAT rates in all cases.

When are VAT rates applicable to me?
In the case of clients and companies legally based in the European Union, VAT rates will be added to the price in the following cases:

  • If the client is a natural person (B2C) without a VAT number. 21% VAT applicable.
  • If the training programmes runs in France: 20% VAT applicable.
    • Also applicable to clients outside the European Union (EU)
    • Except when
      • The client is VAT-exempt
  • If the client is legally registered in Belgium (independent from where in Europe the training programme is followed): 21% VAT applicable.
    • Except when:
      • The client attend the training programme in France: 20% VAT applicable instead.
      • The client is VAT-exempt
    • If the client does not provide a corporate VAT number or does not have any VAT number: 21% VAT applicable (Only applicable to clients in the EU).

I don’t have approval from my finance team yet, can I make a tentative registration?
Yes, simply contact us and we will hold a place for you.

Is hotel accommodation included in the programme fee?
No, participants are expected to arrange their own accommodation and travel. The Programme fee covers the programme attendance, materials, lunches & refreshments.

Does MCE give discounts or grants for individual registrations?
MCE works mostly with companies and organizations and we can provide corporate deals for group bookings or preferred supplier deals. If you would like to discuss a corporate deal, we will be happy to talk to you.

Can I pay with my corporate credit card?
Yes, you can. We accept VISA, Mastercard and Amex.

Does MCE have corporate deals/frameworks available?
Yes, we have. Please contact us for more information.

Can I cancel or change my booking free-of-charge?
At MCE, we understand that business people have commitments and changes do happen. So you can cancel or change your registration up to 21 days before the programme starts without any fees or charges. After that date, you will need to pay full fees, but you are allowed to transfer once to a new programme date.

 

The MCE Team is ready to answer any questions you have. Please contact us by phone, email, contact form or even website chat. We would be happy to talk to you!

http://phone+3225432120

Leading BusinessClassroom Programme

REGISTER FOR THIS PROGRAMME

Dates & Locations

26 Sep – 28 Sep 22 (Brussels)

Duration

3 Day(s)

Price

€3450
excl. VAT*

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Programme Brochure (PDF)

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