Who Should Attend?

This course is for experienced salespeople who are managing key accounts. It is important that those attending have already completed professional sales training, as this course is focused on developing relationships and strategies to support existing sales techniques.

About the Programme

The programme focuses on developing a strategy to manage and develop a key account. This then leads on to looking at the operational processes required to ensure effective account management, to achieve good working relationships between both parties. Techniques for increasing the penetration throughout the depth and breadth of the account are covered. In addition, the key issues of handling meetings, negotiations, building buyer needs, and understanding emotional influencers which motivate people to buy for different reasons, are examined and discussed. The course is practical in nature, and includes numerous exercises that give delegates the opportunity to reflect on how the material relates to their existing accounts, and ideas to formulate actions to achieve successful account management.

Course Objectives

• To consider the changing role of the Key Account Manager
• To examine proven practice in the development of sales that depends upon creating effective business partnerships
• To be able to use techniques for achieving account goals and objectives
• To understand the strategic processes and operational objectives which lead to increased account penetration and maximum profit opportunities
• To develop a broader understanding of how people behave and the impact on buying decisions
• To know how to handle an account meeting and the negotiations within it

What You Will Gain

• A clearly defined, timely, and dynamic approach to the planning process, not just for the present, but especially for the future
• An insight into the key strategic and operational processes, as well as the marketing principles, that will enable delegates to understand the importance of getting the strategy right
• Techniques for building the best relationships with Key Accounts

Programme Contents

DAY ONE
• What Is Key Account Management?
• The Ladder Of Goodwill
  > Strategies
  > Situational Analysis
  > Developing Major Account Strategies
  > Strategy Matrix
• Planning GAP Analysis
• Situational Analysis Overview
  > SWOT
  > PESTLE
  > Analysing Where You Are Now
  > Where You Want To Be: Positioning Statement
  > Who Are The People You Need To Influence?

DAY TWO
• Understanding Customer Needs
  > Knowing Our Key Accounts
  > The Client Needs Pyramid
  > Hierarchy Of Client Needs
  > Defining Customer Needs
  > Asking The Right Questions
  > Ways To Identify Customer Needs & Expectations
  > Managing Expectations
  > Taking Ownership
• Customer Needs & Marketing
  > What Is Marketing?
  > Marketing & Selling
  > The Marketing Mix Framework
  > Product Life Cycle
  > Bringing It All Together
  > Unique Selling Points (USPs)
• Building Best Relationships
  > Building A Partnership
  > Knowing How To Develop Relationships

DAY THREE
• Building Best Relationships (continued)
  > Celebrating Success
• Meetings With Clients
  > Preparing For Meetings
  > Using The Agenda To Your Advantage
  > Key Items To Be Covered In Account Meetings
• Principles Of Negotiation
  > Preparation
  > Key Phases
  > Trading Variables
  > Rules For Successful Negotiation
• Proposals
  > Designing & Presenting Winning Proposals
• Staying Motivated
• Your Way Forward
  > Developing Your Potential
  > The Right Mental Attitude

3 Days - Non-Residential

Delegate spaces available on the following course dates: