Strategic Client Management – Key Account Management (in Polish)

HILLWAY Training & Consulting is a Polish training and consulting company, established in 2011 by experienced industry practitioners. We specialize in developing competencies and qualifications through high-quality business training – including soft skills, hard skills, and industry-specific training. We focus on real business challenges, offering dedicated training programs and consulting projects in areas such as: management and leadership, sales, customer service, effective communication, HR, debt collection, and call center operations. What sets us apart is our individual approach to clients, commitment to high quality and effectiveness, flexibility, and a team of expert practitioners. We conduct projects throughout Poland and abroad. Our mission is to support the development of companies and employees by providing knowledge and tools ready for immediate application. More information can be found on our website hillway.pl

"Managing Strategic Clients – Key Account Management" is a program that supports the development of competencies in building long-term, profitable relationships with the company's most important clients. Participants learn effective management of client portfolios, recognizing relational potential, and implementing tailored cooperation development strategies. The training provides knowledge and tools necessary for planning and organizing actions towards strategic clients. Participants will analyze their organization's collaboration style, learn the principles of client segmentation, and utilize the KANO method analysis. They will discover how to conduct sales conversations and negotiations with key clients, how to recognize their needs, and how to communicate with them considering non-verbal aspects. The program is based on The KAM Process model and consists of eight modules. Each module includes practical tools and examples, enabling participants to plan developmental actions in their own business environment. The training concludes with an individual action plan supporting further development in managing strategic clients.

The training is intended for a wide audience, including:

• Sales Directors and Managers
• Key Account Managers and Key Client Specialists
• Sales Representatives serving strategic clients
• Individuals planned for promotion in the KAM area
• Companies that care about strengthening relationships with key clients

The main objectives of the training are:

• to learn strategies and tools for managing strategic clients
• to understand the value of the client portfolio and collaboration styles
• to acquire skills in planning actions towards key clients
• to develop communication and negotiation competencies
• to gain knowledge about models for analyzing client needs and expectations

Participation in the training will bring participants a range of benefits, such as:

• greater effectiveness in managing strategic clients
• increased revenue from key clients
• better alignment of strategies with client needs
• development of negotiation and communication competencies
• ability to segment and analyze the client portfolio

"Managing Strategic Clients – Key Account Management" is a training composed of 8 modules that guide participants through the entire process of managing relationships with key clients – from segmentation to negotiations.

• Module I: Characteristics of Clients and Portfolio Division
  • Client Typologies
  • Segmentation and Analysis of Client Value
• Module II: Collaboration Styles in Business
  • Operational vs. Strategic Collaboration
  • Choosing the Style for the Client
• Module III: KANO Model
  • Assessing Needs and Expectations
  • Types of Product/Service Quality
• Module IV: Relationships with Strategic Clients
  • The KAM Process Model
  • Stages of Building Relationships
• Module V: Trustworthy Attitude
  • The Role of Trust in B2B Relationships
  • Building a Professional Image
• Module VI: Non-Verbal Communication
  • The Importance of Body Language, Voice, Gestures
  • Exercises in Self-Presentation
• Module VII: Assessing Client Needs
  • Asking Questions
  • Diagnosing Challenges and Expectations
• Module VIII: Negotiations with Strategic Clients
  • Preparation for Negotiations
  • Rules for Conducting Difficult Conversations
• Summary:
  • Individual Development Path
  • Implementation of Acquired Knowledge in Practice

Duration of the training: 2 training days - 16h with standard training breaks

• Training Materials
• Trainer's Travel to the Venue
• Training Management
• Assessment of Training Needs