Key Account Management
****Please be advised that the price shown is a guide price based on 6 delegates attending the course. This is an In-House only course and your final price will be calculated upon enquiry. The final price will be dependent on your individual requirements.****

AIMS & OBJECTIVES 

By the end of the course you will:
• Understand why a Key Account focus is necessary for your success
• Know how to improve your account planning and management
• Appreciate how segmentation according to share and potential can apply within your customers
• Know how to analyse your accounts using various tools
• Understand how to develop account strategies – and plans to achieve them
• Appreciate the importance of maintaining up to date and accurate records on the customers and their activities
• Realise the need to widen your knowledge of the people in the Decision Making Unit, in all directions
• Be able to choose the appropriate strategy for the account having done the analysis
• Forecast sales with more accuracy
• Realise the importance of developing the Customer Relationship towards a partnership basis - and managing it as such
• Have practised these techniques with your own accounts - and developed specific account plans for 2 of these

PROGRAMME

Day one

Introductions and objectives

Key account strategy
- why organisations choose one
- what it is and why it is vital
- what is involved
- the up side and downside
- how well do we do it?
- what can be done to improve it?

Evaluating the accounts
- analysing the account
- share/potential
- exercise

Assessing the situation
- customer attractiveness
- competitive situation
- exercise

Account analysis
- SWOT
- SWOP
- exercise

The decision making unit
- what it is
- expand your base
- work the relationships
- exercise

The need for planning
- why does it matter?
- what's involved
- strategies and tactics
- account objectives
- exercise

Practical activity
- applying to an account

Day two

Review of Day one

Presentations of account plans – and review

Developing your plan
- the planning process
- strategic options
- setting SMART objectives
- exercise
- the action plan to take you to success
- exercise

Put it together - planning the Accounts (2)
- practical exercise, including specific action plans

Presentations of account plans – and review

Building the relationship
- make the decision easy
- reassure with good news
- pre-empt any problems
- exercise

Put it together - planning the accounts
- practical exercise, including specific action plans and presentations

Summary, action plans and close
 
Course Dates
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The course either has new dates in data loading, or is only run as a dedicated or In Company course.
Tools
 
Key Details
Provided by:
MTD Sales Training


 
Duration2 days
 
£500
per delegate