Further Details
Key customers - the ones that bring in a substantial percentage of profit - are hard to replace and competitors are forever looking at ways of getting them to migrate to their company. So this workshop looks at strategies that will help retain their business.
In the past, key accounts have been treated similarly to ‘regular’ accounts albeit more time and resource is set against them. Now, as the cost of regular sales calls becomes prohibitive, more companies are looking for qualitatively different ways to manage their ‘strategic’ accounts – the ones they dare not lose.
These accounts are like mini markets in their own right and require the account manager to think in marketing terms – thinking long term as well as short term. Account Management has now become a product in its own right. Business is won or lost on the extent to which a supplier manages the relationship effectively.
Outline of the Workshop
Understanding key customer relationships
Devising an Account Planning Plan
Deciding what strategies to adopt per customer
Relationship Assessment
Account Penetration options
Structuring the team approach
Benefits of attending – you will leave the workshop:
With a ready-made Account Plan for one key customer (delegates should come prepared to work on a real account)
Able to develop suitable sales/marketing strategies for different customers in different situations
Able to base future planning on realistic analysis not just ‘gut feel’ and experience
Equipped to think more about future relationships rather than simply next month, next quarter
Able to introduce standardised Account Plans, all based on a similar format. This will make assessment, evaluation and consolidation a lot easier. A sales director will know just how “on top of the situation” any particular sales executive is
Who should attend?
Sales Directors, Sales Managers, Account Managers or Directors of SMEs where a large percentage of the company’s business comes from a small number of customers. The techniques presented are equally applicable to organisations in any business sector.
When: 5th June
Workshop leader Chris Horsman
Guide price
£435 |
