Account Management
Building business partnerships
Duration:
3 Days
Today’s Key Account Manager needs a clearly defined, timely and dynamic approach to the planning process not just for the present but especially for the future. This programme offers 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 account management strategy right and develops the skills needed to do it.
Programme Contents
- The Role of a Successful Key Account Manager
- An Introduction to Basic Management Principles
- The Ladder of Goodwill
- Why Customers Buy - Increase/Reduce Theory
- Situational Analysis
- Preparing Your Strategy
- Strategic Thinking and Strategic Planning
- Strategic Goals
- Operational Objectives and How to Achieve Them
- Developing Initiatives
- Implementation, Planning and Account Penetration
- Closing the Gap, Individual Gap Analysis
- Stepping Stones to Implementation
- Measuring Progress Against Objectives
- Gantt Charts
- Responsibility and Involvement Matrix
- Understanding the Marketing Process
- What is Marketing?
- Marketing Mix and Selling
- Some of the Key Initiatives and Principles
- Bringing It All Together
- Managing Buyer Relationships
- Causes of Stress
- How and Why People are Influenced by Different Factors
- What Motivates People
- Designing and Presenting Winning Proposals
- The Benefits of a Well Managed Meeting
- A Meetings Model
- Key Roles
- Use Your Agenda to Your Advantage
- Setting Priorities for Client Meetings
- Case Studies and Syndicate Exercises3
Who Will Benefit from this course
Designed for anyone who manages, is planning to manage, or who wants to understand how to manage, key accounts. Typically delegates who attend are Account Managers, National Account Managers, Key Account Executives and a wide range of other similar titles.
Other employees involved in working with large customers, in areas such as technical support and customer liaison, will also find this programme useful.
The definition of a “key” account varies widely between organisations. We say that a “key” account is any account or customer that is either large or important to your business and therefore needs managing in order to ensure good relations and effective outcomes for both sides.
Description of the course
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 to achieve good working relationships between both parties.
The course takes delegates from the start of the relationship through to managing existing accounts and identifies ways that the relationship can be developed with a view to increasing sales. Techniques for increasing the penetration throughout the depth and breadth of the account are covered. In addition the key issues of proposals, handling meetings, building buyer needs and understanding the emotional influencers which motivate people to buy are examined and discussed.
The course is practical in nature and includes numerous exercises to give delegates the opportunity to reflect on how the material relates to their accounts and to formulate actions that they can carry out to achieve successful account management.
This course is a residential programme and includes additional group evening work designed to enhance the learning process. It is therefore advisable, but not mandatory, for delegates to stay at the venue. The venue used has been hand picked and provides the most effective combination of learning environment and value for money. Unless otherwise advised, delegates will be booked into the venue and will therefore be required to settle their bed, breakfast and evening meal costs with the venue upon departure.
Course objectives
- To consider the changing role of the Key Account Manager.
- To examine proven practice in the development of sales that depend upon developing partnerships in business.
- To ensure that each delegate is able to capitalise on their personal strengths to develop profitable business.
What you will gain
A better understanding of the Key Account Manager role, strategic processes and operational objectives which lead to increased account penetration and maximum profit opportunities. Techniques for achieving account goals and objectives. A broader understanding of how people behave and the impact on buying decisions. A tool kit of practical ideas to manage and develop key accounts.
Course timings
Day One: Start 9.45 am Finish 5.00 pm
Day Two: Start 9.00 am Finish 5.00 pm
Day Three: Start 9.00 am Finish 4.30 pm
Delegates’ comments
“Very clear and concise. Good Coverage.”
“The tutor presented the course very well and enjoyed it throughout.”
“Very effective, very stretching.”
“Really good course from start to finish, hope I can do another one soon.”
Recommended Follow-on Courses
A structured personal development programme can be prepared from a selection of Spearhead courses. The following are recommendations - our tutors would be pleased to answer questions or advise:
Sales Negotiation Skills – minimise concessions and conclude good deals in tough competitive markets.
Advanced Sales Skills - Master the challenge of high-level selling
Winning Price Increases – positive ways to mai