Key Account Management

Crédit : 3 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 21 h

Compétences à acquérir

Following the course, the student will be able to:
  • Initiate the sales relationship and discover customer needs
  • Be persuasive in selling the product or service
  • Answer customer objections
  • Announce the sales price
  • Close the sales and follow-up
  • Communicate efficiently
  • Negotiate win-win solutions

Description du contenu de l'enseignement

The objective is to handle properly a sales situation and communicate adequately in a B to B context.

Upon successful completion of the course, the student will be able to :
  • Differentiate KAM from other sales situations
  • Perform the different steps of face-to-face sales
  • Use different techniques to improve the communication process with the buyer
  • Use psychology tools to improve relationship effectiveness

Planning course :
  • Session 1 - Introduction to key account management
  • Session 2 - Initiating the relationship and understanding customer needs
  • Session 3 - Presenting the product or service and answering objections
  • Session 4 - Closing the sale and follow up
  • Session 5 - Negotiation strategy and relationship selling
  • Session 6 - Improve the communication process
  • Session 7 - Psychology and sales: assertiveness of the seller, psychological profile of the buyer

Mode de contrôle des connaissances

Grading will be performed through a final in-class exam based on a case study.

Bibliographie, lectures recommandées

  • “Relationship Selling”, 3rd edition, Mark W. Johnston / Greg W. Marshall (2009). Publisher: McGraw-Hill, 2009.
  • “The evolution of the seven steps of selling”, Moncrief and Marshall, Industrial Marketing Management (2005).
  • “Les techniques de la vente », René Moulinier (2009). Publisher : Eyrolles, Editions d’Organisation.
  • "La négociation”, Lionel Bellenger. Publisher : PUF.
  • “Comment leur dire... La Process Communication », Gérard Collignon (2010). Publisher: InterEditions.

Enseignant responsable


Année universitaire 2018 - 2019 - Fiche modifiée le : 12-02-2018 (10H13) - Sous réserve de modification.