Key Account Management
Key Account Management.

About the Course:
Todays 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 strategy right.

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
- How and Why People are Influenced by Different Factors
- Causes of Stress
- 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 Exercises

Who Will Benefit From This Course?
Designed for anyone who manages, is planning to manage or wants to understand how to manage accounts. Typically delegates that attend are Account Managers, National Account Managers, Key Account Executives and a wide range of other similar titles. Very often, other employees who are involved in working with large customers such as technical support and customer liaison attend this programme.

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, handing 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 to give delegates the opportunity to reflect on how the material relates to their accounts and to formulate actions that they can carry out in order 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 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:
- Better understanding of the Key Account Manager role.
- Techniques for achieving account goals and objectives.
- Understanding of the strategic processes and operational objectives which lead to increased account penetration and maximum profit opportunities.
- 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.
 
Tools
 
Key Details
Provided by:
Spearhead Training


 
Duration3 days
 
£1,555
per delegate