LinkedIn Sales Navigator© is the tool that allows Key Account Managers (K.A.M) to increase their commercial productivity, build more and better relationships with each client, and significantly enhance their influence over all the people who decide, influence, and use their products or services within their clients.
The Key Account Manager (K.A.M) is a sales professional who manages commercial operations at two levels. At the first level, the K.A.M. must secure sales at the highest level, top to top, and at the second level, they must manage the operational commercial development of key accounts by the sales team.
Course Content Index
1. Introduction to the course and its objectives.
2. The transformation of the professional buyer in B2B markets influenced by digital and social environments.
3. What is a key account? What is a key account in my company?
4. The differences between LinkedIn.com and LinkedIn Sales Navigator©.
5. What is the profile and role of the K.A.M in organizations? The gap to bridge.
6. The profile of a K.A.M in LinkedIn Sales Navigator©.
7. The role of the K.A.M. as:
– Generator and gatherer of valuable information to generate sales.
– Generator of strategic and volume sales.
– Negotiator of strategic agreements.
– Relationship and influence manager.
– Sales team leader for assigned accounts.
8. The development of the different roles of the K.A.M. supported by LinkedIn Sales Navigator©.
9. The strategic plan for a key account. From acquisition to achieving maximum joint business:
– Defining short, medium, and long-term objectives.
– Short, medium, and long-term activity plan supported by LinkedIn Sales Navigator©.
10. Defining the sales processes of a K.A.M:
– Top to Top Sales
– Key account acquisition
– Increasing product usage by key accounts
– Cross-selling and Upselling
– Nurturing before an agreement
– Nurturing during the period between agreements
11. The effective development of a K.A.M’s sales processes in LinkedIn Sales Navigator©.
12. The client’s decision-making, influence, and usage processes and how the K.A.M manages influence in each of them.
13. Executing the K.A.M’s influence in the decision-making, influence, and usage processes of the client in LinkedIn Sales Navigator©.
14.The 6 Dimensions of Content Matrix© as a tool for managing valuable content to generate sales and influence with clients using LinkedIn Sales Navigator©.
15. How to align the Marketing department with the strategic requirements of key account development.
16. Development of sales and negotiation skills for a K.A.M.
17. Effective leadership of the sales team in the commercial development of key accounts in the sales territories.
18. Integrating the K.A.M’s activity in LinkedIn Sales Navigator© into the CRM.
19. Action plan.
20. Summary and course closing.
*LinkedIn© and LinkedIn Sales Navigator© are trademarks of LinkedIn Corporation or its affiliates. The use of the LinkedIn© and LinkedIn Sales Navigator © marks in connection with this product does not imply endorsement by LinkedIn Corporation or its affiliates’.
Methodology
In-person: The deductive training methodology “Learning by doing” will be used, where participants not only acquire new knowledge but also practice it in the classroom. Additionally, case studies, questionnaires, movie scenes, assignments, group discussions, and role plays will be utilized.
Online: The training courses in online format are developed using the Flipped Training methodology, which combines live sessions with a specialist trainer via webinar, with situation analysis, discussions, and group work carried out by participants both individually and collectively. Its compact format allows for maximum utilization of the sessions and compatibility with professional obligations, ensuring a quick transfer of the knowledge learned to the workplace.
Target Audience
- National and international Key Account Directors.
- Key Account Managers.
- Key Account Managers who need to update their professional performance.
- Salespeople who are about to be promoted to K.A.M.
- Directors of SMEs with active and high-level commercial activity.