Sales Skills: Key Accounts: Management (Masterclass)

Course Overview

This two module masterclass will equip account managers with the skills and tools to develop and implement detailed dynamic account strategies and plans for their key accounts. Using their own customers as case studies, participants establish how 'best practice' principles can be applied to managing their own key accounts whilst adding immediate value into their own organisations.

Modern business demands that account managers develop stable, long-term relationships with their customers. Key Account Management brings a professional, structured and strategic approach to the acquisition, management and development of customers. Only by understanding and employing these professional skills can account managers hope to realise the full potential locked in their key accounts.

Audience

Those who have responsibility for managing face-to-face relationships with customers that have a significant impact on achieving the organisation's business objectives. Participants should have at least three year's sales experience, six months of which should ideally have been in an account management role. This masterclass is also valuable for managers and Directors intending to implement a key account management strategy within their organisation.

Skills Gained

Organisations will benefit from their account managers taking an active role in the strategic management process, recognising what can be achieved with each account and developing the potential in their account portfolio.

The organisation may realise higher turnover and profit and, more structured and effective selling processes. It may realise a more 'joined up' approach to account management throughout the business.

Delegates will benefit by developing a relationship-based approach to the account management role, while mastering a wide range of transferable professional business skills. The delegate will also learn how to develop strategic plans to realise their own potential and that of their portfolio.

Course Outline

• Understanding the role and value of key account management
• Transitioning from transactional to relationship selling
• The KAM Model
• The key account manager role
• Segmentation and identification of key accounts
• Analysing the customer
• Analysing existing and past business
• Identifying opportunities for developing business
• Developing strategies and a key account plan
• Presentation of account plans
• Communicating internally/externally
• Understanding the DMU
• Networking for account penetration
• Managing 'virtual' teams
• Measuring and managing customer expectations
• Capturing account data
• Measuring key account profitability
• Monitoring achievement

To take away from the course:

• A template for a strategic key account plan
• Various professional business analysis models
• A key analysis tool for identifying suitable customers as key accounts
• An outline strategic plan for one of their own key accounts
• The leading business book on key account management

Sales Skills: Key Accounts: Management (Masterclass) / 0180