The document outlines a comprehensive 3-day training course on Key Account Management (KAM) aimed at enhancing the skills and techniques of key account managers. It covers defining KAM, identifying key accounts, assessing them, and various engagement models while providing practical exercises and evaluations. The course also includes modules on managing the KAM team, finance for non-finance professionals, and developing a KAM plan.

1. Key Account Management:
KAM is a keyword in the sales realm, exercised intuitively by few sales professionals, but
not even known to the majority. This course sheds light on the definition of KAM, which
accounts qualify as KAM accounts, what is required in a key account manager and the
skills and techniques that help him/her in doing a successful job.
KAM training is a 3 days course , the first day (referred to as Module 2 in the outline) is
Quota B2B game to baseline the participants knowledge and create teamwork
environment.
Module One: Getting Started.
Housekeeping Items.
The Parking Lot.
Workshop Objectives.
Pre-Assignment Review.
Action Plans and Evaluations.
Module Two: Sales process knowledge and team baseline (Quota B2B)
Sales process stages, living the experience
Evolution of selling; relationship to consultative to partnership
Key events in sales process
Multiple sales cycles within the same account
Prospecting and qualifying
Levels of approval and their significance
Module Three: Understanding the realm of KAM.
What is Key account management (KAM)?.
Identifying Key accounts .
Why do you need a KAM strategy?.
Module Four: Assessing and qualifying KAM accounts.

2. Overview of key business analysis techniques.
How to map any business model using BM canvas.
What are the attributes of an ideal Key Account?
Module Five: practical techniques to penetrate your Key Accounts .
Buying motivations; personal and corporate.
Organization structure in a KAM environment.
Assess client organizational culture and its fit with your organization.
Networking in KAM environment.
Module Six: Engagement models in KAM environment.
Review of several models, their upside and downside.
Bow-tie model.
One on many model.
Cotton-reel model.
Diamond team model.
Module Seven: Achieving KAM supplier status.
Purchasing revolution
Seeking value in a supply chain
Purchasing organization structure
How do they seek value, how to build a shared future.
Module Eight: Competition in KAM environment .
Understand yourself, your customer then your competitor
Competition analysis techniques.
Develop your competition matric
Comparing notes with your customer.
Module Nine: Managing the KAM team.
The human factor

3. Getting the chemistry right
Maintain team focus while meeting account objectives
Module Ten: Finance for Key Account Managers.
Finance for non-finance professionals
Research clients financial performance and future business objectives
Cash flow management in multiple year sales engagement
Module Eleven: Building your KAM plan.
Practical exercise, participants build a KAM plan
Module Twelve: Wrapping Up.
Words from the Wise.
Parking Lot.
Lessons Learned.
Action Plans and Evaluations.