ADVANCED

MANAGEMENT
The Masterclass

KEY ACCOUNT

WHO SHOULD ATTEND?

All Directors and Senior Managers with responsibility for ensuring profitable relationships with key customers. In particular, Marketing, Sales and Key Account Managers and Executives.

ABOUT THE SPEAKER

Peter Cheverton
MA (Cantab), MMIPS Director, INSIGHT Marketing and People

WHY ATTEND?
This Masterclass will show how you can create sustainable competitive advantage in dealing with your most important customers.
It will demonstrate how you can: Maximise customer retention Win new accounts against the top competition Secure your customer relationships Understand your customers values to achieve profitable Key Supplier Status Develop sustainable and profitable added value propositions Align your whole business behind a key account management strategy

Peter is currently working with a number of bluechip companies in Europe, USA and South Africa, helping them to implement Key Account Management strategies. He has particular experience in the challenges of Global Account Management and in winning senior level commitment to the process. His business experience includes many years with ICI Paints Dulux as Manager of Key Accounts and European Marketing. He is the author of Key Account Management the route to profitable Key Supplier Status, a seminal work in this important area. Peter is a motivating speaker with a practical focus on implementation.
I have worked closely with Peter Cheverton for many years and am a great admirer of his experience, wisdom and practical application of our key account research and teaching to organisations that are facing the challenge of building profitable relationships with major customers. Please be assured that you will find that working with Peter is a rewarding experience.

Professor Malcolm McDonald

School of Management, Cranfield University, UK

And how you must: Measure profitability by customer Identify the right criteria to segment and handle key accounts

INSIGHT Marketing and People

INSIGHT is an international training and consultancy firm specialising in Relationship Marketing and Key Account Management. Over the last two years they have worked in over 30 countries around the world with global bluechip clients in financial services, pharmaceuticals, speciality chemicals, consumer goods, telecommunications and IT.
All delegates will receive a complimentary copy of Peter Cheverton's definitive book:

Strategies for Business to Business Customer Relationship Marketing

Wednesday 22 August 2001 Gallagher Estate Midrand
jointly presented by Strategic Business Services (Pty) Ltd and Insight Marketing & People Plc, UK

Peter Cheverton will lead this Masterclass, who with Professor Malcolm McDonald of the Cranfield School of Management, have pioneered the advanced thinking in this area. This Key Account Management Masterclass in 2000 and 2001 in the UK was heavily booked. We therefore advise early booking.

KEY ACCOUNT MANAGEMENT

The route to profitable Key Supplier Status with a CD-ROM containing Key Account Selection Software & Planning Tools

w w w. s b s . c o . z a / K A M

Wednesday 22 August 2001

This Masterclass will be exploring current best practice how do the most successful companies tackle the issues and challenges?

The purchasing revolution Supply chain management Supplier positioning Supplier rationalisation Category management E-Commerce The focus on value Positive Impact Analysis prioritise actions define projects Analysing the value chain to identify added value proposals Matching the customers business and value drivers

How relationships are managed and developed The good, the bad, the sad and the ugly case studies Managing the relationship profitably Understanding the costs The value of the long term relationship

Key Account Management is not a sales initiative to succeed it must become a business process:
Tackling the 10 Deadly Sins Discovering new organisation and business structures Forming cross business alignment Building new skills and capabilities Managing change Creating improved systems and processes

Key Account Management is the pursuit of competitive advantage and future security through enhanced customer relationships. The goal is to escape the traditional relationship of seller and buyer with all its limitations, and to forge relationships that allow access to key influencers and develop true understanding of customers and their markets.

Key Account Management cannot work in a vacuum to understand new approaches to selling you must understand new approaches to buying:

Making it Happen Implementation

The Key Account Relationship Model

The Customer Perspective

The Solutions

The "silo mentality" with managers as "barons" No measures of customer profitability Whose key account is this anyway? Poor systems and disciplines internal and external Resistance from the sales team A "nonstreetwise" support team Inappropriate "Operational Excellence" the internal war Bureaucracy, and more bureaucracy Too many key accounts Top management "cop outs"

TIMES
*Groups of 3+

MASTERCLASS

What are the problems that keep you from achieving your companys potential?

The largest ones increasing their buying power, wounding your profitability? A revolution in their buying practices? Supply chain management Value based vendor ratings Regional and global purchasing Supplier positioning Supplier rationalisation plans Increasing demands for greater commitment for your business faster NPD, more R&D support, e-commerce systems etc?

Do you suffer from the Ten Deadly Sins?

Looking at your customers, do you see:

R2395.00

KEY ACCOUNT MANAGEMENT

PLEASE NOTE
Bookings may be made by telephone, fax, post, e-mail or from the SBS website. Telephone bookings MUST be confirmed in writing. Bookings posted after 13th August 2001 should be confirmed by telephone, fax or e-mail. Cancellations cannot be refunded later than 10 working days prior to the seminar date. Cancellations prior to 10 days before the seminar date will be refunded less 10% cancellation fee. Substitution of delegates will be permitted. All cancellations must be confirmed in writing. In the event of unforeseen circumstances we reserve the right to change dates and/or venues.

Bookings

The Registrar, Strategic Business Services (Pty) Ltd. P O Box 1059, BELLVILLE, 7535

Fax (021) 914 2890 E-mail registrar@sbs.co.za Web www.sbs.co.za Enquiries Kirsten or Louise Tel (021) 914 2888

Fax or post to: The Registrar, Strategic Business Services (Pty) Ltd, P O Box 1059, BELLVILLE 7535 I/we enclose my/our cheque for R ........................ made out to Strategic Business Services (Pty) Ltd
Title Initials First Name Surname Job Title

...................................................................................................................................................................................................................................... ...................................................................................................................................................................................................................................... ...................................................................................................................................................................................................................................... ...................................................................................................................................................................................................................................... ...................................................................................................................................................................................................................................... Company Name: .......................................................................................................................................................................................................... Postal Address: ...................................................................................................................................................................... Code: ........................ Telephone: (..........)...................................................... Fax: (..........) .................................................... E-mail:..........................................................

FEES

Fees include VAT, parking, lunch, teas, conference notes and a copy of Peter Chevertons book

What can you do to eliminate them?

The Problems

1 2 3 4 5 6 7 8 9 10

R2595.00
Individuals

*Discount applies to groups of THREE or more delegates

Registration Seminar Lunch Drinks

08:00 08:30 08:30 16:30 12:30 13:30 16:30 17:30