Key Account Management in Insurance

This comprehensive Key Account Management in Insurance course has been meticulously designed for insurance professionals who aim at elevating their skills in managing the key accounts and valuable clients (for both B2B AND B2B2C “Affinity Groups”) with long – lasting profitability.

Target audience for Key Account Management in Insurance

• Key account managers.
• underwriters seeking to develop their book of business.
• an insurance brokers targeting large accounts.
• sales directors.
• business development executive.
• brand and marketing executives.

Intended Learning Outcomes

Key Account Management: Setting the scene

• Customer: the power shift.
• Key account management vs. selling (hunting or farming).
• The roles and responsibility of Key Account Manager.
• Key account management (unseen risks).

Selecting the right key accounts

• Profitability – Growth trade – off dilemma.
• Large, key or strategic key account.
• Criteria to qualify key account (top-line vs. bottom- line, potential for growth, strategic objectives)

Define business environments and KA needs

• Understand The KA expectations.
• Servqual model.
• Relationship development stages.
• Uncoupling – KA: reasons and justifications.

Establish system, processes, methodologies to manage key account (intersectional approach)

• Understand the criteria involved in the account planning process.
• Strategic planning and KAM strategy.
• The pivotal role of underwriting, claims, reinsurance, collections and finance role in cementing relationship with KA.

Account Based Marketing (ABM)

• Creating Personalized Content and Messaging.
• Engagement Strategies for Target Accounts.
• Aligning sales and marketing efforts.

Course duration

5 Hours _ 3 Days