Key Account Management Development

Key Accounts make up 80% of most business, how effectively do you manage yours?

  • Go beyond single person Key Account Management and understand the complex nature of relationships
  • Spend your capital wisely, where it will make the most difference to your bottom line
  • Understand who your Key Accounts are and where to put the effort in

Key Accounts are more than just one person, they cover complex interdependent relationships with both vendor and supplier. Creating interdependent relationships in your Key Account Management builds levels of trust with key customers, this in turn helps to foster long term relationships. STAR Consulting have developed a Key Account Management tool that;

  • Builds long term relationships with your key accounts
  • Identifies which customers fall into the 80/20 customer segments
  • Develops credibility with your Key Accounts through better planning and implementation processes

Unlock the value in your Key Accounts, download the paper

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Bausche-Lomb

Situation brief

The pharma division across Europe has developed rapidly over recent years and very large customers have emerged across both teaching hospitals/trusts and pharma wholesalers. B+L realised that these customers demanded key account management if they were to be successful

Task given to STAR

Develop a carefully tailored training programme suitable for EMEA pharma KAMs which ensures all necessary KAM skills are in evidence.

Action taken

Working closely with the central team STAR developed five core KAM competencies for B+L:

Customer Focus and Understanding
Customer Planning
Selling to Key Accounts
Key Account Negotiation
Key Account Communication/Influencing

Desired levels necessary for KAM success were identified and all KAMs assessed against the competencies. The findings informed creation of the ‘Competitive Edge KAM Programme’ covering four modules each of three days duration as shown below –

Bausche-Lomb-cs-diagram

Results

Reaction to the programme was overwhelmingly positive and sales results through key accounts in the period after training were +17% volume + 19% profit

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