Managing and Developing Key Accounts
Account Management - It's Big Business
- The profile of a key account
- Selling and account management - the difference
- Account manager - your role and responsibilities
Prioritising - Who are the Key Accounts?
- Researching your customer's profile and position
- Investment versus return - get your priorities right
- Assessing your strengths, weaknesses and unique advantages
- Understanding the marketing process and where you fit in
Planning a Key Account Strategy
- Being clear about the potential of each account
- How to develop a key account over the long-term
- Longer buying cycles and their impact on your sales strategy
- Recognising threats and dealing with them
- Setting specific goals and objectives for each meeting
Relationship Management
- Understanding the organisational structure of your account
- Influencing and negotiating with multiple contacts
- Identifying cross selling opportunities
- Networking within your account
- Identifying and gaining future sales
- Client centred selling - focusing on the real needs
- How and when to adapt your account management style
- Productive meetings and how to achieve them
From Relationship to Partnership
- Strengthening the relationship through regular contact
- Alliances across an organisation to maintain preferred supplier status
- Constructing strategic service level agreements
Developing a Business Plan
- When and how to support presentation
- Effective presentations and the essential skills behind them
- How to ensure large contracts bring in large profits
Teamwork to Support Key Accounts
- Planning how to support your key accounts
- Identifying and overcoming internal barriers that prevent quality support
- Ensuring all support staff play a key role in servicing your major accounts
- What to expect of your customer service staff