Key Account Management (in collaboration with AUB-CEC)December 16 & 17

 Why Key Account Management? Pharmaceutical Market Dynamics are consistently evolving and models of patients’ access to healthcare services are changing facing more delay in access time due to R&D more lengthy & costly processes, but more importantly due to lack of financial resources supporting Health Care sector in Africa & Middle-East region. It is crucial to understand how products are now sold and how they are going to be sold in the future years.

KAM understanding & Principles-So what is Key Account Management? What is needed to assess an organization to adopt and be successful at such sales model and how to work ona purposeful building, developing and managing oflong termrelationships with Key Accounts with strategic importance.

Market understanding-The importance of customers’ centricity & insights-To be able to build a strong KAM process, there is a crucial need to be able to understand the market dynamics in which the account performs in, have a live PEST analysis, account potential, stakeholders & competition information and be able to turn information into insights allowing building a solid account strategy and tactical plans.

Key Accounts Prioritization-Is the 80/20 Pareto figure still viable?Consider the customers’ base in a given account. It is important to identify short-term versus long-term priority accounts for your business. How to do this precisely minimizing the risks of losing business opportunities to the competition?

Understanding the Decision Making Unit in Accounts Decision Maker Mapping is the strategic and tactical process to determine critical customer groups, their interrelationships, their needs, and how to address their needs through effective use of resource allocation and activity.

Building Account Plan/Strategies & Tactics-Find the critical success factors from the links between Opportunities and Strengths and Threats and Weaknesses in a Key Account SWOT can be the first step after properly turning stakeholders’ information into valuable insights. Overcoming possible barriers, building your SMART objectives and formulate a strategy and a tactical plan to hit your objectives are steps known for any normal business plan, but is there a difference of performing it in a Key Account Management approach? What is a value proposition and how to properly build one?

Negotiating with Key Accounts-The word "negotiation” originated from the Latin expression "negotiatus”, which means "to carry the business”. It is crucial for an organization to carry on all the planning process which led to strong account value proposition. What is needed to successfully conduct these types of negotiation, what should we expect and what pitfalls to avoid?

Capabilities of Key Account Managers-What are the differences between sales rep/manager and key account specialist/manager? What capabilities are required to be a successful KAM and how to discover them in a recruitment process? Is coaching Key Account Specialists/Managers similar to coaching Sales Rep/Manager?