Key Account Management (KAM Training) | Bid Solutions

Key Account Management (KAM Training)

The Bid Solutions Key Account Management (KAM) Training Course develops skills to introduce structure and maximise lead generation, account growth, client retention and cross-selling through improved insight and conversation quality.

Without a KAM structure in place, growth can be stunted, unpredictable and uncontrolled, resulting in limited pipeline visibility and missed opportunities.

In this course, we will teach you how to achieve steady and predictable growth by planning and implementing effective client development programmes. You will learn how to drive successful key account management (KAM) through targeted research, aligned tactical marketing efforts, co-creating solutions, and having insightful conversations with clients and prospects at the right time and place. You will be empowered to extend your influence and build strong relationships with the right people.

The program is led by Jeremy Brim, a work winning specialist with 20 years’ experience in securing clients and opportunities of all sizes across various sectors (including private, public and federal sectors) on a global, regional and local scale. Jeremy is a globally accredited trainer with the Association of Proposal Management Professionals (APMP) as well as a lecturer in KAM, capture and bidding at Cranfield University School of Management.

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Overview and set up

Overview of KAM best practice
Defining and selecting key accounts
KAM within the business growth agenda/operating model
KAM team formulation

Strategy and plan

Client business plan, pipeline and objectives
Your objectives and desired position
Gathering research
Internal buy-in
KAM plan set up and management

Executing the plan

Relationships
- Initiating, protecting and strengthening relationships
- Relating to buyers’ wants
- Journey to trusted advisor
- Relationship planning
- Engaging with the client and influencers
- Action planning
- Regular reviews
- Campaign management
Solution
- Understanding how the client makes buying decisions
- Co-solutioning
- Teaming/partnering/alliances
- Leveraging supply chains
Proposition development
- Understanding the client’s needs/pain points
- Your differentiators and USPs
- Value based pricing
- Value propositions
- Influence and persuasion
- Proactive proposals
Account-based marketing
- Interface with marketing plans
- Thought leadership
- Leveraging marketing communication (marcom) channels, including digital
- Events

End game and continuous improvement

Negotiation
Transition to capture and/or proposals
Ongoing performance management
- Management of live work, and planning to re-compete
- Net Promotor client customer experience (CX) surveys/interviews
- Annual reports
- KPIs/league tables
KAM Programme Reviews and Continuous Improvement

Knowledge transfer and capability development

Structured learning, such as training, is just one aspect of how Bid Solutions teaches our clients to succeed and create value. We offer coaching and support to help client teams improve their skills and embed best practices into their work culture, using digital tools and processes to facilitate this approach.

Who would benefit from attending?

Client Account / Sales Leads should attend to develop their understanding of this critical phase in the business development lifecycle. It will:

Demonstrate the value of high-quality input into client account strategy
Enable higher conversion rates through influence, quality insight and positioning
Deliver long term valued relationships with clients through building trust, moving to trusted advisor status

Service Delivery Leads who are responsible for developing the solution and running the service once the business is secured should attend to further develop:

Their approach to building and co-solutioning valuable winning service delivery models that deliver value and innovation for the client
Their skills in leading the deconstructing client questions to generate compelling content and responses in meetings
How to deal with client concerns and move back to positive relationships.

Contributors or subject matter experts (SMEs) should attend to:

Understand the full business development environment and how to play a winning part in it
Acquire skills in challenging and verifying strategy
Understand their lead role in solution development
Hone skills in engaging with client teams

Bid Managers should attend to build on their techniques and approach to:

Playing a part upstream of bidding, to influence the robust management of key account programmes, leading to well positioned recompetes
Engaging senior colleagues in value proposition development
Project management, process and governance
Maximising outputs from meetings and facilitating high impact reviews
Understanding how they can help their teams successfully improve their presentations and pitches to win business

Win More Public Sector Bids