Areas of ExpertiseSERVICESThe company

Key Account Management

Become familiar with the most important methods, instruments and tools for customer analysis and development. Acquire expertise in formulating and implementing effective customer strategies as well as skills in setting up and using key account planning.


The components can be adapted to our customers depending on their needs:

  • Key success factors in key account management
  • Definition and types of KAM
  • Goals/benefits
  • Identification and selection of KAs
  • Customer rating (scoring systems)
  • Buying and selling centre
  • Management of complex business systems
  • Relationship management, contact organisation
  • Analysis and evaluation of key customers’ decision-making processes
  • Crucial developments, problems encountered in KAM
  • Tactical development in KAs
  • Case study and presentation of findings with discussion
  • Application of strategic fit analysis in consumer goods and trading
  • Responsibilities and tasks of KAM
  • Positioning and classification of KAM in businesses
  • Significance of strategic responsibility in KAM
  • KAM work process
  • Integration into company strategy
  • Tasks, vacancy, job specification and personality
  • Organisation varieties and trends in KAM
  • Responsibility to the product, market and country as opposed to the customer
  • Interfaces and conflicts in KAM
  • International, national and regional KAM
  • Allocation possibilities in an organisation (sales and marketing, management board, special types)
  • Profit centre, operative teams and standardisation
  • Group work with presentation of conclusions and discussion
  • Identification of competitor placement via evaluation of suppliers’ index
  • Successful methods and techniques for customer analysis
  • Procurement processes in KA and procurement process analysis
  • Procurement process steps, types of procurement process and people involved
  • Management of the procurement process
  • Tactical sale and definition of key events
  • Modification of procurement processes

Practical Examples:

  • Example of a KAM customer presentation
  • Course of action for implementing and realising KAM in your company
  • Development of a concept for client’s own company


  • Short presentations
  • Group work
  • Practical examples
  • Know how exchange and discussion
  • DVD examples