Strategic account development and retention
OverviewTwo days of practical advice and guidance on how to
maintain and develop key accounts, using a consistently successful
strategic approach based on a customised account planning model.
FormatA highly interactive two-day course involving practical
exercises, role play, case studies and specific examples from your company.
Special
featuresParticipants will be asked to bring details with them of
two 'significant' accounts. Exercises, planning sessions and role-plays
will then be constructed and focused on these real-life examples during
the course.
Course outline
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PROFIT - six principles of strategic account development
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Introduction to the PROFIT model:
- Performance
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Relationships
- Objectives and goals
- Feedback
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Integration
- Teamwork
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Practical account development strategies: overview and case studies
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Practical account development strategies: overview and case studies
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Use practical tools to help you manage and measure account
performance and success
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Design and build a monthly account dashboard for all sizes of
account
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Prioritise and manage accounts and customers pro-actively and
successfully using proven planning tools
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Develop a cross-selling strategy to integrate solutions into the
customer's business as closely as possible
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Relationships
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How to build and manage key relationships within an account
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Qualifying and managing key influencers accurately
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Producing a 'relationship matrix' for each account quickly and
easily
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Approaching and developing new contacts strategically
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Tools and techniques for successful tracking of contacts and
call-backs
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Developing a coach or advocate in every contact pro-actively
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Objectives and goals
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Where are you now? - how to establish your competitive position
within an account
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Know how to set, monitor and track key objectives for accounts
over the short, medium and long term
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Selling against the competition - developing both long and short
term sales strategies
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Feedback - building loyal and satisfied customers
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The correct way to manage customer expectations and create
listening loops within an account
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How to monitor and track your customer's perception and
satisfaction with your organisation
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Building a personalised satisfaction matrix for each account
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Customer review meetings: best practice in building loyalty by
regular joint planning events
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Understanding the concept of long term customer value and the
importance of adapting a customer-focused attitude
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Integration
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How to integrate your solutions with the customer's business needs
and processes
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Spot and react to early warning signals that may cause an
account's loyalty to fade, reduce revenue or switch to a competitor
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Developing a loyalty strategy for key accounts or groups of
smaller accounts
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Getting your message and strategy across to C-level contacts
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Teamwork
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Working with others to achieve your account goals
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Gaining internal commitment from your organisation
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Managing and working with a virtual team
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Creating cross-departmental communication loops
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Putting it all together
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Personal account reviews
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Personal learning summary and action plans
