Spearhead Training > Sales and Marketing > Key Account Management

Key Account Management
'Building Great Business Partnerships'

Who Should Attend?
This course is for experienced salespeople who are managing key accounts. It is important that those attending have already completed 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 leads to looking at the operational processes required to ensure effective account management so as 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, negotiation, 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 reflecton how the material relates to their accounts, and to formulate actions they can carry out 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?
  • Benefits of Key Account Management
• Developing Major Accounts
• The Ladder of Goodwill
• Buyer / Seller Partnerships
  • The Client Needs' Pyramid
• Strategy
• Strategic Thinking & Strategic Planning
  • Identifying Key Accounts
  • Situational Analysis
    • SWOT
    • PESTLE
  • Strategic Goals
  • Operational Objectives & How To Achieve Them
• Implementation, Planning & Account Penetration
  • Closing the Gap, Individual Gap Analysis
  • Stepping Stones To Implementation
  • Buying Influencers
  • Measuring Progress Against Objectives
  • Gantt Charts
  • Responsibility & Involvement Matrix

DAY TWO

• Understanding Customer Needs
  • Defining Customer Needs
  • Asking The Right Questions
  • Managing Expectations
  • Taking Ownership
• Understanding The Marketing Process
  • What Is Marketing?
  • The Marketing Mix & Selling
  • Some Of The Key Initiatives & Principles
  • Bringing It All Together
• Building Best Relationships
  • Being Of Value To The Buyer
  • Building A Partnership
  • Knowing How To Develop Relationships
  • Making Use Of Influencing Styles
  • Celebrating Success

DAY THREE

• The Benefits Of A Well Managed Meeting
  • A Meetings Model
  • Use Your Agenda To Your Advantage
  • Key Items To Be Covered In Account Meetings
  • Setting Priorities For Client Meetings
• Principles Of Negotiation
  • Preparation
  • Key Phases
  • Trading Variables
  • Rules For Successful Negotiation
• Your Way Forward

3 Days - Non-Residential
Location: Dubai

Delegate spaces available on the following course dates:

Before the course each delegate will be asked to complete a Pre-Course Briefing Form to determine their individual objectives for attending the course. These objectives will be used by the tutor to give on-target training that is focused on the individual delegates.

At the end of the course each delegate will be asked to complete a Personal Development Plan that can be used as part of future appraisals and that will also be an important tool for management reference.

Total investment includes - Training Materials, Lunch & Refreshments.