KEY ACCOUNT MANAGEMENT
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Key account management and the development of key accounts are critical to an organisation’s success or failure. It is the larger order or longer-term contract that can smooth out cash flow and create significant profit potential. Multiple relationship management, networking and strategic planning are all crucial skills to maximise and maintain the potential of key accounts.
This two day course provides delegates with practical and effective strategies to ensure that key account relationships are nurtured into highly valued partnerships. A strong focus will be placed on strategic planning and the skills needed to protect key accounts from competitor attack. Delegates will leave this course with a plan that will allow them to achieve all of the above.
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Further Details
Course Objectives
Complete a successful transition into the key account manager’s role.
Construct and implement clear strategic plans to consolidate your key account relationships and gain valuable new and repeat business.
Recognise and deal effectively with competitor threats.
Use effective skills to persuade and motivate the key buyers, influencers and decision-makers.
Select the most appropriate approach to secure increased and profitable business from your key accounts.
Develop strong personal links with all the key individuals in your major accounts and turn relationships into long-term partnerships.
Respect, reassure and motivate the key personnel charged with servicing and supporting your major accounts.
Course Designed For
Key account executives, key account managers and those who are progressing into a key account management role for the first time or those who have limited experience in managing accounts. Fundamental sales skills are assumed and will not be covered on this course.
If you are already an experienced key account manager we would recommend our 'Customer Relationship Management' course which is likely to be more appropriate.
Course Duration
Two Days
Maximum Number of Delegates
Six
In-House Delivery Option Available
Yes
Account Management - It’s Big Business
The profile of a key account
Selling and account management - the difference
Account manager - your role and responsibilities
Prioritising - Who are the key accounts?
Research your customers profile and position
Investment versus return - get your priorities right
Assess your strengths, weaknesses and unique advantages
Planning a Key Account Strategy
Be clear about the potential of each account
How to develop a key account over the long-term
Recognising threats and dealing with them
Setting specific goals and objectives for each meeting
Relationship Management
Understanding the organisational structure of your account
Influencing and negotiating with multiple contacts
Networking within your account
From Relationship to Partnership
Strengthening the relationship through regular contact
Alliances across an organisation to maintain preferred supplier status
Constructing strategic service level agreements
Teamwork to Support Key Accounts
Planning how to support your key accounts
Identifying and overcoming internal barriers that prevent quality support
Ensuring all support staff play a key role in servicing your major accounts
What to expect of customer service staff
Motivating staff within a positive team culture
This Training Course is taught in classrooms in the following locations:
Glasgow
Leeds
Manchester
Nottingham
Bristol
Milton Keynes
Southampton
London WC
Information provided is for information purposes only and no guarantees are made with regards to accuracy. It is advised that all details are checked prior to making a booking. Contents © 1999 - 2012. All rights reserved.
