Key Account Management Certificate Course for FMCG Content

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The course is divided into the following five modules:

Seminar Content

1. Foundations of Key Account Management

Introduction to Key Account Management
Customer information and value proposition
Structure of a sales visit
Application of the sales steps and instruments

2. Key Elements of Customer Planning

Strategic and operational customer planning
Communicative structure and presentation techniques
Applicability of presentation structure

3. Managing Annual Meetings Successfully

Preparation and Planning of Customer Negotiations
Definition of the Investment Strategy
Conduct of Customer Negotiation
Monitoring and Control
Standardised Annual Talks

4. Planning and Implementation of Price Negotiations

Pricing Approaches and Consumer Behaviour
Price Analysis and Price-elasticity Analysis
Price Planning Process including "Share of the Cake" Analysis
Implementation of Price Increases
Conduct of a Price Negotiation

5. Negotiation Role Plays

Preparation of Customer Negotiation
Conduct of the Negotiation Role Plays
Presentation of the JBP
Feedback, Key Learning and ToDo's

Lecturers

Experience as Sales Director in International Companies

Negotiation Techniques
Preparation and Implementation of Price and Condition Systems

Foundations of Key Account Management
Key Elements of Customer Planning

"I have been working as a Key Account Manager for several well-known international consumer goods companies for years. At HSBA I was able to gain valuable insights for my daily work with the help of experts from the field and from theory."

Simone Daun
Participant KAM 2014 & National Key Account Manager at Coca-Cola Erfrischungsgetränke GmbH

"One of the best business trainings I have visited in the past 15 years. There are few trainers, such as Mr. Mitterlehner and Mr. Wolf, who are able to convey their comprehensive knowledge about the FMCG industry, through planning and negotiation, in such a catchy and directly practicable way. Strategic, pragmatic and entertaining!"

Dr. Markus Dreißigacker
Global Chief Compliance Officer, JACOBS DOUWE EGBERTS DE GmbH

"When I first signed up for the Marketing & Sales course, I was expecting to learn about the fundamentals of Marketing & Sales. However, my expectations were exceeded. What I did not expect was to gain the competency needed to perform a market analysis. With this new skill set, I am now able to perform underlying data research techniques to drive key business decisions. This course broadened my perspective on the power of marketing."

Gülce Gümül
M.Sc., Market Analyst

"The digitalisation of society has shaped customer behaviour, markets and companies irrevocably in recent years. Marketing and sales experts must constantly educate themselves further in order to stay abreast of this economic transformation."

Alastair Bruce
Chairman, XING AG