This programme has been designed for mid and senior level sales and marketing managers as well as those occupying leadership positions in organizations who have felt need to adopt innovative and path-breaking methods to reinforce their hold on existing key customers, initiate action to expand business by systematic adoption of scientific Key Account Management principles and practices across entire organization.

Methodology followed in this course will be to impart training through a generous spread of real life case studies and workshop exercises for easy and quick grasp of basic tenets of KAM principles and practices and how these will positively impact business growth.

Faculty of this Course has more than two decades of extremely relevant and fruitful experience of using Key Account Management principles and practices in real life scenarios where he has tested applicability of these to grow business of companies in multiple industry verticals. This programme should therefore be extremely useful for participants working in a wide variety of market segments.

• Why KAM?
  -Relevance, Purpose, What KAM is not.
  
• Selling to Key Accounts as a Management Science
  
  • Selling and beyond
  • Disruptive Trends
  • Non traditional source of relative superiority
  • Case discussion
  
  
• Moving Up the Value Chain
  • Creating unexpected Value
  • Value Relevance, Value Statement & Value Proposition
  • Competitive Differentiation
  • Case study
  
  
• Wear Innovation Cap for profitable Key Account Management
  
  • Preparing Differentiated Offerings-Product, Solutions, Engagement Mix
  • Discovering New Points of Differentiation for your Key Accounts
  • Creating New Market Space
  • Creating a new Value Curve to delight your Key Accounts
  • Case discussion
  • Workshop exercise
  
  
• Identifying Key Accounts
  
  • The Ten Step Process
  • Segmentation and benefits of segmentation for KAM
  • Selection factors & selection process
  • Customer distinction strategies
  • Case discussion/ Exercise
  
  
• Sales Negotiations
  
  • An excellent video to showcase salient learning points to become a smart and effective negotiator.
  • Group discussion with individual real life case examples to create an excellent understanding of key aspects of negotiation and rapidly build competence in this area.


• Excellence in Execution
  
  • Operational Readiness
  • Structure to Deliver Key Account Strategy
  • Timetables and performance
  • Writing the Key Account Plan
  • Exercise in writing KA Plan.
  
  

Mukesh Mathur, B.Tech (IIT Kanpur), PGDM (IIMC) has 39 years experience in Sales, Marketing and General Management with leading Indian Companies and MNC. His exposure includes Consumer Durables, Office Equipment, Building Materials, Software and Retail.

Mukesh spent 17 years in Godrej & Boyce, starting as Management Trainee, worked in various assignments and finally as Business Head of the Electronic Typewriter Business. He then worked as Executive Vice President and Head of Ceramic Tiles Business, Spartek Ceramics India Limited and as Whole-time Director and Head of Polaris Retail Infotech Limited. He was Executive Director, Oracle Retail - India, from 2006 till April 2016. Currently he is Executive Vice President, Manthan Software & Systems, since May 2016 , after his retirement from Oracle.

He is a Member of CII National Committee of Retailing and FICCI Retail Committee. His breadth of experience includes world class Key Account Management, Consultative Selling Skills and Distribution Channel Management.