How to Develop Key Accounts

Course Overview

There is a transition required to turn a sales person into an accomplished key account manager. Sales arguments must become business arguments. This workshop covers the essential knowledge you need to select the right key accounts and invest your resources. It identifies the optimal methodology through which success can be planned and executed.

Audience

New and experienced key or major account managers who want to evolve a proactive and structured approach to maximising business from their major customers. Sales managers and directors who wish to evolve their team's methodology for effective key account management and development should also attend.

This workshop will also be of major value to sales people and marketers with responsibility for winning and developing key business.

Skills Gained

You will evolve a mature business perspective and approach for the winning and development of key business. As a result, you will invest your time and effort into carefully identified opportunities, with a qualified certainty of success making the cost of sale more effective.

You will gain a clear understanding of the steps you will need to take to protect and grow business from your existing key accounts. You will also apply the same methodology to successfully identify and win new key customers, gaining ability to plan effective offensive and defensive strategies that result in highly productive sales action plans.

Course Outline

• Make the transition from traditional selling to key account management
• Select 'true' key accounts through threat analysis
• Analyse real account potential
• Research major sales opportunities
• Measure and understand the account's business position
• Use a range of analysis tools to identify strategic opportunities
• Create deliverable strategy
• Draw up an action plan for success: turning strategy into actions
• Provide business arguments not sales arguments
• Define and position account value
• Present highly attractive value-based solutions up to board level