Sales Skills: Key Accounts: Management (1 day)

Course Overview

As organisations strive to retain and develop existing business against a backcloth of increasing competition and declining loyalty, they need their account managers to have a focussed and planned approach to complement their interpersonal skills and personal drive to succeed.

Audience

Account managers who have mastered the basics of sales. Key account managers who have had no formal training and are seeking to enhance their skills and strategies.

Skills Gained

• Understand the role and responsibilities of account management
• Recognise the differences between account management and selling
• Develop a strategic approach to managing customer relationships
• Understand the importance of identifying and influencing the key decision makers & influencers
• Build stronger customer relationships leading to increased revenues and profitability
• Construct and implement account management plans.

Course Outline

• Relationships with your customers - what do they think about your organisation?
• The characteristics of key accounts
• What does our organisation expect of us in our management of key accounts?
• Your customers as a business partner - the progression from being perceived as a commodity broker to partnering relationships
• Opportunities for further business development with existing customers - the information and knowledge to help us with business development
• Developing account management plans to focus on individual account objectives - how to plan to reach your objectives and ensuring we plan to make it happen
• Understanding categories and the status of contacts at key accounts in order to improve our ability to influence - who do we need to influence, who might be obstructing us?
• Exploring the role of colleagues and external contacts in influencing key accounts - using others to help you
• The role of contact programmes in enhancing customer relationships - how we contact and what we should be covering in our contact programme
• Understanding the potential lifetime value of individual customers to the organisation
• Action planning on key accounts.

Sales Skills: Key Accounts: Management (1 day) / SS-KAM1