Advanced Level Business Account Management

Key tools and techniques for experienced NAMs / KAMs

Next Public Session: TBA (Currently in-house only)

Venue: Copthorne Hotel, Slough, UK

Fees: £795 (+VAT) per delegate
(with a 10% discount for current named NamNews subscribers)

ALSO AVAILABLE AS IN-HOUSE WORKSHOP
Email: training@namnews.com for details

  Purpose & Output:

  How to optimise the Business Account Management (BAM) role

• Unprecedented pressure and change in the market now demands a focus upon optimised output from the use of scarce resources in the BAM role.

  The BAM job is now about

• Understanding cost and optimising value for increasingly demanding customers.

• Building a real-world bespoke customer strategy that delivers.

• Managing saturation-level information-flow and applying retail insight to a rapidly changing account.

• Optimising ROI via co-coordinated multifunctional team input / output within both supplier and customer.

  What to Expect

• A highly intensive 2-day 'hands-on' workshop, focused upon your issues and your customer.

• Business consultancy skills / techniques to optimise scarce company resources in building and
  implementing a customer strategy.

• Techniques for building productive, multifunctional business relationships for effective implementation.

• Hands-on tools for delivering the full profit potential of the account, in unprecedented times.

• A road-map for results-based personal advancement in the BAM role.

  Who Should Attend

• NAMs/KAMs with at least 2 years experience in managing major customers.

• New (fast-track) consumer & trade marketers.

• Other functions responsible for trade strategy.

  See past delegate feedback »

  Workshop Content:

  Building a Customer Strategy

  The EMR Account Plan Template

  1. Trade Developments, Implications and Action

• Factoring your customer’s moves into your company performance.

• Retailer power-play:  When the buyer wants 'too much' & disturbs the status quo.

• Alternative channels and categories?

• How to use hot-issues in business development drivers.

  2. Financial Analysis of the Customer's Business

• How to demonstrate and optimise the impact of your money on the customer’s profitability.

• How to factor the Stock Market view into your customer strategy.

  3. Trade Funding, a New Urgency, How to Optimise ROI

  Factoring in the Changes that Affect Roles, Relationships and Process

  1. Delivering via the BAM Role

• Making the job work in an unprecedented environment.

  2. Responsibility without Authority – How to Maximise your Influence, and
      Power within Company & Customer

• Delivering value from Buyer / BAM / Category Manager relationships, profitably.

  3. Decision Making Process within the Account

• Latest buying criteria when value counts.

• Influencing key members of the decision making process via their needs and impacts on the purchase decision.

• Insisting on fair-share negotiation, with 'equal' trade partners.

• Making the decision making process work for you, the supplier of choice, on your terms.

  How to Make a Difference

  1. Outputting via Co-ordinated Consumer Marketing, Trade Marketing

      and Retailer Marketing

• Optimising the potential of combined consumer insight and shopper insight, in the aisle.

• Anticipating and directing retailer response to key retailers such as Asda, Sainsbury's, Morrisons, Alliance Boots, & Tesco, Tesco, Tesco.

• Applying the insight at account level.

  2. Productive Networking

• How to build and maintain a career building network of high-output personal contacts.

  3. Real-time Problems Solving by Category, by Account:

• Analyse your trade problem: What is it about?, Where is it going?, How does it affect you?, What to do about it? How to do it? (high-output tools)

  4. Effective Customer Database

• How to build / maintain a usable information bank, in a sea of data.

  5. Action Plan

• Building a personal road-map for delivering a customer profit-plan.

FREE 6-month subscription to NamNews/Kamcity.com (worth £60)
To tune you into the key trade issues and maximise output, you will receive daily trade updates via email
and full access to Kamcity.com, from the time of booking.