Managing & developing your key accounts - 2 days

The effective and professional management of your key accounts is critical to your success and that of your company. Managing key or major accounts and maximising their potential, requires a different set of skills than selling.


This 2-day course will equip you with the required methodologies and skills to successfully manage and develop your customer base. You will consider the role and day-to-day tasks of highly effective account managers, examine proven practice in the development of an account and learn how to develop long term and profitable relationships with your key/major accounts.



Key focus:

- Recognise the difference between selling and account management
- Understand the responsibilities of an account manager
- Identify and influence the decision-making units within your accounts
- Use consultative selling techniques to build rapport
- Employ techniques for account planning and analysing an account for opportunities
- Plan and execute a major account negotiation
- Set realistic targets for each account
- Handle account review meetings
- dentify the best strategy for maintaining good relationships
- Identify the best entry and penetration strategies



Who will benefit:

All sales people who want to learn effective techniques for maximising the potential of every key/major account they manage.



Course Content:

- Managing key accounts
- Characteristics of key accounts
- The key account planning process
- Preparatory analysis
- Account analysis
- Relationship analysis
- Deciding strategies
- The objectives for each key account
- The tactics plan
- Identifying red flags
- Account penetration
- Decision making processes
- Behavioural analysis
- Day-to-day key account management check-list