Key Account Selling and Management Course

By the end of the course the participant should be able to:

• How to calculate the potential of each account
• Account planning – devising a revenue generation plan for each client
• Increase share of customer, rate of customer retention and revenue growth
• How to establish your objectives for each of the accounts that you manage
• Working out a relationship and communications plan for each of your accounts

COURSE CONTENT

Key Account Management – What Does it Take to Succeed?

• What’s the definition of a key account within your business?
• What’s your role as a key account manager?
• The skills, knowledge and behaviours you need to be successful

Account Analysis & Prioritising – Who & What Comes First?

• Maximising business opportunities – how to research, gather intelligence and analyse your clients for revenue potential
• Investment versus return – work out who to spend your time on and what the pay off is
• SWOT analysis on your client accounts – strengths, weaknesses, opportunities and threats

Planning Your Key Account Strategy

• Creating your hit list based on account potential
• How to develop a key account over the long-term
• Setting goals for each key account – short, medium & long term
• Creating an account “touch point” strategy – face to face, telephone, email, social media

Managing The Relationship

• Account mapping – how to create the structure of each account – decision makers, influencers etc
• How to structure and run an account review meeting
• Influencing multi-level contacts of an account

From Supplier to Partner

• Understanding the transition from supplier to partner status
• The Trusted Advisor – how to add value over and above what you sell
• Managing the “in-between time” – how to stay in contact without bugging your clients

FOR WHOM:

Sales Persons and Sales Professionals

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.