Key Account Management

Workshop Content
Module 1 The Role of the Key Account Manager
What do you wish to achieve?
Sales Myths and functional fantasies
Setting Workshop objectives – from a list of objectives
Your Sales Role Defined as a Farmer- what it means to be a Farmer
Defining the role and responsibilities of a key account manager
Differentiating account management from selling
Understanding common key account management pitfalls
Assessing your strengths, weaknesses and unique advantages as a supplier
Determining the criteria for major account status
Module 2 Knowing your Account
Researching your customer’s profile for accurate positioning
Assessing an account’s volume of business and profit potential
Examining the organisation’s structure and politics
Analysing the customer's short-term and long-term buying cycles
Using gap analysis to see where your customer wants to be / could be SWOT
Module 3 Formulating Account Strategy
Creating an account plan, setting objectives and strategies for each account – focusing on the real needs
Developing competitive pricing strategies
Measuring account profitability
Using CRM strategies to add customer value and build stronger and more loyal relationships
Focusing on customer-driven measures
Module 4 Managing the Account
Identifying key decision makers
Influencing and negotiating with multiple decision makers
Utilising ROI selling
Producing effective proposals
Setting specific goals and objectives for each meeting
Giving effective and skilful presentations and ensuring all meeting are productive
Module 5 Adding Value to the Account
Networking and maintaining alliances across an organisation to maintain preferred supplier status
Creating value-added marketing programmes for major accounts
Looking for opportunity – identifying wider sales across the whole account
Module 6 Developing Your Key Account Strategy
Setting Goals for your Key Accounts