Excelling at Key Account Management

1 Day Programme

This 1 day ‘Key Account Management’ course is aimed to provide Account Managers with a range of skills, tools and techniques to enable them to understand and segment their clients and their business needs.

It will help participants to focus on maximising the long-term profitability from the accounts they manage, and focus the appropriate resources on those which show the most promise. It will show you how to strengthen poor relationships and build stronger ties that open up opportunities for cross and up-selling.

Providing templates on the course delegates will begin their planning and engagement strategies – knowing how to build mutually beneficial, and more profitable relationships.

Course Outline

The programme covers the essential steps that need to be under-taken in order to plan and manage their Account relationships and determine which are key; knowledge that will build confidence when executing, and by the end of the course you will be able to:

Suitability – Who should attend?

This course will benefit anyone who is responsible for the management and development of the business Accounts. Whether you are the manager responsible for the Account Management, or for a larger Team – you will be able to quickly assimilate the knowledge and tools to apply when you return to the business.

Course Content

Excelling at sales Account Management is designed to cover the following areas:

Introduction

• Successful approaches used by the ‘Top Performing’ Account Management teams
• How and why both parties benefit from a set approach and methodology
• Why the business who strive for ‘differentiation’ over pricing will win-out in the next few years

Excelling at Key Account Management

– Applying a Professional Approach to Account Management

• The ‘essential’ objectives of Account Management
• Understanding the ‘Client’s view’ of the relationship and services provided
• The factors that affect the depth and strength of the relationship
• Why the development of a ‘partnership’ is more likely to lead to a step change in the business and a longer relationship
• The topics and issues that interest your Accounts

– How Professional Sales Teams’ conduct Account Analysis

• Understanding and plotting where the Growth and Declining £ revenue will be coming from over the next couple of years
• Identifying the new Opportunities for growth potential, and where your time is being misspent
• Conducting a S.W.O.T. analysis in order to ‘add value’ to the Accounts and identify forthcoming opportunities
• Predicting the forthcoming £revenue / value of our Accounts and strength of the Account portfolio

– The Professional Account Management Approach

• A comprehensive walk-through and directions on quick wins to applying the
  4 stage approach

• • Portfolio analysis & plan setting
  • Agreement stage with Management; re. investment and activity
  • Internal buy-in and support; s.m.a.r.t. objectives
  • Delivery plan; review milestones; reward and success criteria / celebrations

• Using the ‘Template’ to analyse your Top 3 and bottom 3 performing Accounts; and identify Key Accounts
• How to determine the resultant activity and prioritise work within your Account portfolio

– Steps to Build Stronger Relationships – at Personal and Account levels

• How ‘trust’ is built and maintained - ‘the Trusted advisor’; credibility, reliability and business intimacy
• Focusing the efforts of both you and your colleagues to help ‘differentiate’ the service
• Creating ‘Moments of Truth’ – excelling at the big and small things that make a difference in the long run

– How to Make a Connection with their Decision Makers 

• The different buyer types and decision makers in their business
• Identifying the factors that can influence their decisions re. choosing your products and services
• Using others to increase our credibility / visibility when pitching or bidding for opportunities

Delegate Packs

On completion of the course, delegates will receive a delegate pack, which includes:

Added Value

The course trainer will work with all delegates to create a practical and personal action plan for the Top 3 Key Accounts that can be implemented back in the workplace.