Key Account Management
Course
In London, Reading and Daventry
Description
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Type
Course
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Location
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Duration
2 Days
During the course you will learn how to identify 'who's who in the zoo' in terms of organisation structures, politics and power and how to motivate key influencers and decision makers to help you beat the competition. Suitable for: Anyone responsible for managing key customer relationships including key account managers, national/major account managers, field/national sales managers, sales or business development directors.
Important information
Documents
- Customer Information Sheet
Facilities
Location
Start date
Start date
Start date
Start date
About this course
This course does not cover basic selling skills and it is assumed that delegates are fully trained/experienced in fundamental sales techniques.
Reviews
Teachers and trainers (5)
Anushka Stach
Trainer
BEd, NLP Master Practitioner Anushka specialises in training which focuses on personal and interpersonal communication skills. She brings her highly motivational energy and enthusiasm to a range of areas from sales and customer service to management and train the trainer programmes. Her flexible approach and breadth of experience means she is happy working in any sector.
Audrey Bryce
Trainer
Audrey is a specialist trainer in telephone techniques and customer service. With over 20 years experience in training, she has extensive experience in a variety of sectors and she started out in media. During this time Audrey has worked closely with blue chip companies and SMEs and throughout she has focused on educating students on the importance of professional training and the positive impact it can have on their future career.
Hugh Alford
Trainer
BSc Joint Hons Hugh specialises in training field selling, desk based account development by telephone, and selling through channel partners. He has designed and implemented over 400 in-company courses in industrial, service and business to business sectors. He authored TACK's Buyer’s Views of salespeople research in 1997, 2002, 2005 and 2008.
Judy Brown
Trainer
BEd, BA Judy specialises in all areas of management development, leadership and interpersonal Skills. She also runs sales courses and has delivered programmes to many multinational groups. Judy has an innovative and creative approach to training, making it fun as well as developmental.
Martin Dodds
Trainer
ACIB Martin specialises in sales management and management training as well as presentation skills and negotiation. As a qualified banker he was previously responsible for selling financial services. Martin works closely with a number of multinational companies both in the UK and internationally.
Course programme
Intelligent Account Management
Business need
Your company's key accounts are your competitors' key prospects. Your profits depend more on acquiring, protecting and developing key accounts than on any other single activity.
High Spots
- Apply TACK IQ to your own accounts - this easy to use electronic account development system enables key account managers to save time, consolidate critical business information, plan their strategy and ultimately deliver profitable key account business. The system is totally flexible and you can use the elements you find most valuable to research your key customers, assess where the power lies, forecast revenue and plan tactical activities
- Drill Down to FIND® Solutions - become a skilful investigator by employing TACK’s powerful questioning model. Use our 4 phase questioning technique to get to the heart of your customers’ unidentified and identified needs
Key learning points
- Define key accounts and key account management - understand the process of key account management, what makes an account 'key' and how certain customer accounts evolve from merely transactional to strategic partnerships
- Identify the different personality types involved in a complex sale - understand your own personality and how to adapt your selling style to the needs of different individuals
- Identify and prioritise your own key accounts - use a logical process to rank and prioritise your target accounts against key criteria including attractiveness, business potential and relationship analysis. Provide a rational rather than emotional view of your chances of winning the business
- Analyse organisational structures - identify formal as well as informal reporting lines and networks to understand where the power lies within each of your key accounts. This will help you to plan your approach carefully and present a powerful solution which appeals to all decision makers and influencers within your customer's organisation
- Identify the priorities, wants and needs of your key account customers - understand that key accounts tend to involve multiple decision makers who are motivated by a variety of (sometimes conflicting) different priorities, wants and needs, each of which you must identify and respond to
- Differentiate yourself from your competitors - see the competition through your customers' eyes and adapt your offer accordingly
Using TACK IQ you can:
- Assess whether an account is in fact a KEY account
- Manage multiple sites, locations, branches
- Map out the decision process visually
- Share information and provide internal updates on the progress you make within your key accounts
- Import all key documents, eg annual reports
- Categorise the different personalities involved in your account
- Assess your competitive position and devise your strategy accordingly
- Conduct a regular SWOT analysis, save the data and compare to the current situation
- Forecast objectively, consistently and accurately
- Plan negotiations and key presentations with the built in checklist tools
- Coordinate daily activities with the Event Planner Access key notes and materials taught on the course through the built in TACK library
Additional information
Key Account Management