Have you been in a sales position for several years now and do you feel ready to evolve? In this article, you will find all the information you need to prepare for your arrival as a Key Account Manager.
In most businesses in the Business-to-Business (B2B) ecosystem, it is fascinating to note that nearly 70% of annual sales come from existing customers.
This figure testifies to the strategic importance of key accounts in the sustainability of businesses. The key account manager is the keeper of these valuable relationships. He is responsible not only for protecting them, but also for developing them.
However, excelling in this role requires much more than sales experience. To evolve quickly and successfully, it is imperative to choose the right training.
What skills do you need to master to become a KAM?
The job of Key Account Manager is based on three fundamental pillars.
Customer relationship management
The first pillar of this role requires the creation of lasting relationships. As a KAM, you will be responsible for maintaining critical relationships with key accounts. Often, a handful of customers represent a significant portion of the company's total turnover. Losing one of these accounts can have disastrous consequences.
Becoming a long-term partner for these customers requires fine relational skills.
You will have to learn to building strong relationships, to encourage the renewal of transactions as well as the exploitation of new opportunities.
To secure a KAM position you will need to know:
- Skillfully manage the company's key accounts
- Cultivate deep relationships with customers
- Identify new challenges and opportunities
- Innovate to maintain success within each account
La personalizing is also a crucial skill.
As a key account manager, you will very often need to develop unique and personalized offers for your customers.
This requires a good understanding of:
- Account strategy
- From its position in the market
- Of its products
- Of its organizational structure
- Of his financial health
You will then use this knowledge to develop solid sales arguments. These will facilitate your ability to convince the customer to opt for new features or services that have real added value for them.
To keep your accounts happy, you will need to create and present accurate reports on their progress. You will also need to be able to communicate clearly, both in writing and speaking, to maintain effective communication with your customers and internal stakeholders.
Commercial management
For justify the resources invested in customer satisfaction the most profitable, it is crucial to learn how to:
- Choosing the right key accounts
- Manage solid account plans
- Track goals and results
The choice of appropriate key accounts is based on well-defined criteria that must be selected. The training should help you determine which accounts offer the greatest potential for growth in accordance with these criteria.
You will also need to regularly monitor the performance of your key accounts and adjust your resources accordingly. In the event of underperformance, you will need to know how to reassess the selection criteria to ensure that the return on investment is maximized.
You'll need to use tools you're probably already familiar with in a new way to Continuously measure account engagement and loyalty such as:
- Les CRM : to track your communications with account stakeholders and provide visibility to the entire team on the status of your relationships with the company.
- LinkedIn (the free version or LinkedIn Navigator): to monitor changes in the market for your accounts, strategic changes, hiring and dismissal decisions, etc. You will have to really listen to changes in the market to better support your customers if necessary.
The sale
Finally, the third pillar of KAM's role concerns sales. To succeed in this field, it's not just about making quick sales, it's about becoming the trusted advisor to your customers. By developing a relationship based on trust, you will create long-term value for both your customers and your organization.
One of the key skills is the ability to ask the right questions. By asking relevant questions, you could increase the chances that the customer will continue to collaborate with your business. This involves questioning the impact of the solution or service on the customer, as well as their future plans and goals.
La financial understanding is another critical skill. Key account representatives are often “C-levels”. These senior managers love numbers. Mastering financial analysis will help you realize the benefits of identified sales opportunities.
Of course, it will be necessary to know how to quickly translate this financial data into concrete commercial information.
What are the training options to become a Key Account Manager?
Once you are aware of the skills required, you may be wondering what training options are available to become a Key Account Manager. Here are your options:
The Bootcamps
For more intense and practical training, bootcamps immerse you in a accelerated learning environment. If you already have commercial experience, the Akimbo bootcamp offers you valuable recognition to more easily access a KAM position.
Typical training organizations
Several organizations offer short courses for current sales representatives. These are often short, theoretically-oriented courses.
Les business or engineering schools
Some business and engineering schools offer short programs that are structured to develop the skills needed to take on a KAM role.
Online training
If you need flexibility, online courses are options to consider. You'll need more time to develop all of the new Kay Account Management skills, but you may not be in a hurry.
Who can become KAM by doing the Akimbo Bootcamp?
Bootcamps, like the Akimbo Bootcamp, offer good opportunities for those considering a career change.
Retraining profiles that come from a commercial activity
If you come from a commercial activity and already have an understanding of customer interactions, the bootcamp can help you get a KAM role in one of our partner start-ups.
Retraining profiles that come from other types of activity
Akimbo Bootcamp participants, with years of experience in a specific industry, can access Key Account Manager positions in the same sector after the training.
What should you do before choosing your course?
Before choosing a course, there are a few essential steps to take.
Verify certifications
Make sure that the training you are considering is certified by recognized training organizations such as Qualiopi, thus guaranteeing the quality of education.
Read Google reviews and online testimonials
Take the time to review Google reviews and online testimonials from people who have taken the course to get feedback from people who have a similar background as you.
Attend an open house
If possible, attend an open house to learn about the training environment, meet the instructors, and talk to former participants.
Contact the people who have taken the training
Nothing beats the advice of people who have already taken the training. Connect with former participants to get their feedback and advice. Case studies and LinkedIn are great ways to make contact, helping you prepare before engaging in training if you are convinced.
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