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.
Use the marketing mix and your key account knowledge to correctly position your solutions.
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, account managers and those who are progressing into a key account management role, or who have limited experience in managing accounts. Fundamental sales skills are assumed and will not be covered on this course.
COURSE CONTENT
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
Understand the marketing process and where you fit in
Planning a Key Account Strategy ~
Be clear about the potential of each account
How to develop a key account over the long-term
Longer buying cycles and their impact on your sales strategy
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
Identifying cross selling opportunities
Networking within your account
Identifying and gaining future sales
Client centred selling - focus on the real needs
How and when to adapt your account management style
Productive meetings and how to achieve them
From Relationship to Partnership ~
Strengthening the relationship through regular contact
Alliances across an organisation to maintain preferred supplier status
Constructing strategic service level agreements
Developing the Business ~
Tenders and how to respond to them
The essentials of effective proposals
When and how to use a team presentation
Effective presentations and the essential skills behind them
How to ensure large contracts bring in large profits
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
Guide price
£395 1st delegate (£195 for all others from the same organisation) |
