In this course, Professor Malcolm McDonald, author of many leading books on KAM and founder of the KAM Best Practice Club at Cranfield University - which has been running for over 20 years - has condensed his one day workshop on KAM into 10 bite-size modules covering what KAM is, why it is so important, and how to apply it successfully.

Managing your most important business customers is a key area that suppliers need to master.

These customers can have a strong impact on the performance of the supplier and need to be managed in a special Key Account Management (KAM) program.

Getting this KAM blueprint right is vital for both suppliers and customers. Yet many suppliers still make fundamental mistakes damaging their ability to unlock the profits in these relationships.

By the end of the course, you will master:

>How to select the right accounts to be included in your KEY Account program

>How to categorize them to maximize your sales and profits

>How to analyze the needs of key accounts

>How to develop winning plans for each key account

>How to develop the required skills to become an excellent key account manager

>How to measure the effectiveness and profitability of your key account program