Managing key accounts professionally II

This training course builds specifically on the content of “Professional Key Account Management I” and delves deeper into key concepts, methods, and tools of key account management. During the training, you’ll further develop your existing knowledge and learn about additional levers you can use to shape customer relationships more strategically. We’ll show you how to successfully navigate current challenges such as digital transformation, changing decision-making processes, and new requirements in key account management. This will enable you to expand on the content from the first training in a targeted manner and apply it more effectively in your daily work.

Decision-makers often expect different content than operational contacts. In this training, you’ll learn how to engage with management at their level and tailor your communication specifically to their expectations. You’ll also learn the differences between feature-based selling and vision-based selling, and when each approach is appropriate.

Successful key account management goes far beyond day-to-day customer service. In this training, you’ll learn how to distinguish between operational and strategic business development and manage them effectively. This will enable you to identify opportunities earlier and align your activities with long-term goals.

Many important decisions are made even before the actual sales process begins. In this training, you’ll gain a better understanding of why Nativity and pre-sales shape key account management—and why sales is often just the final step. You’ll learn how core teams can build, strengthen, and develop relationships over the long term through targeted engagement strategies. This will enable you to influence customer relationships earlier on and tap into potential in a more targeted way.

Digitalization is transforming processes, services, and business models in nearly every industry. In this training, you’ll gain a better understanding of how these changes affect customers. We’ll show you how this impacts customer acquisition, customer relationships, and future market demands.

Data and artificial intelligence open up new opportunities for customer service and business development. In this training, you’ll learn how AI can be used as a tool to tailor your approach to customers more precisely. You’ll also explore how digital tools can analyze data and be used to further develop key account strategies.

During the training, you’ll work with practical checklists and frameworks that will help you analyze and further develop your key accounts. You’ll also benefit from exchanging ideas with other sales professionals and gain new perspectives on existing client projects. This will allow you to apply proven approaches specifically to your own sales practice.