Basic training: Key Account Management & AI

Fundamentals of professional key account management

• What key accounts expect – from "supplier" to partner.
• Integration into existing sales structures.
• Development instead of supervision: exploiting potential.

Understanding customers & arguing benefits

• Understanding purchasing decisions: monetary and emotional factors.
• Identify stakeholders within the customer's company.
• "Nice to know" vs. "Need to know" – filtering relevant knowledge.

The account plan as a key tool

• Design and structure of a professional account plan.
• From analysis to strategy: goals, measures, benefit arguments.
• Use the account plan as a communication and management tool.

Role and self-image of key account managers

• consultant coordinator—the new role definition.
• Manage internal collaboration: clarify interfaces and expectations.
• Tips and tricks for everyday life: Prioritize, focus, create clarity.

Artificial intelligence in KAM – practical and applicable

• How AI helps to better understand markets and customers.
• Recognizing trends: AI-supported analyses as a supplement to experience.
• Practical applications in everyday life: better preparation, more targeted customer meetings, more clarity in planning.
• Reflection: Where is AI helpful for my KAM—and where is it not?

Implementation & transfer into your professional practice

• Reflect on your own customer strategy and develop it further with artificial intelligence.
• Derive adjustments in organization and cooperation.
• Develop a personalized roadmap for successful key account management with AI.