Managing And Developing Your Key Accounts

Introduction

Managing key or major accounts and maximising their potential requires a different set of skills than selling. The effective and professional management of your key accounts is critical to your success and that of your company.

During this two day practical and interactive workshop you’ll consider the role and day-to-day tasks of highly effective account managers, examine proven practice in the development of an account and learn how to develop long-term and profitable relationships with your key/major accounts. All key learning will be applied to your own accounts throughout the programme, to ensure tangible actions are taken away from the course which can be applied immediately within your business.

Pre-Requisites

There are no pre-requisites.

Who should attend?

All sales people who are new to Key Account Management and those who want to refresh their skills and learn effective techniques for maximising the potential of every key/major account they manage.

What will you learn?

• To be able to evaluate and prioritise all accounts to identify different strategies needed for different account types
• To understand and diagnose key account relationships from transactional to synergistic approaches
• Identify and influence the decision-making units within your accounts and the levels of influence and allegiance within these accounts
• Employ techniques for account planning and analysing an account for opportunities, strengths and weaknesses
• Set realistic goals, objectives and tactics for each account
• Maximising the use of resources to generate return on investment
• Identify the best strategy for maintaining and influencing good relationships by understanding individual behaviours
• Effective planning for approaching key account negotiations
• Setting tangible actions plans

Course Outline

Introduction and Workshop Review

• Definition and characteristics of a Key Account
• The Role of the Key Account Manager
• Implications for the account manager, the account and the company

Prioritising and Evaluating Accounts

• Pareto principle
• Understanding the P&E matrix
• Applying the matrix to your accounts
• Adopting relevant strategies to drive opportunities within each account type

Managing Key Accounts

• Understanding the relationship levels
• The CIM-Cranfield model
• Applying the model to your accounts

Setting Account Objectives

• Setting goals, SMART objectives and tactics to drive business in your key accounts

Influencing Your Accounts

• Understanding the decision making units and processes within your key accounts
• Identifying individuals levels of influence and allegiance
• Aligning these to your objectives and setting tangible tactics to maximise strengths and weaknesses
• TEMPS model for change
• Maximising resources

Developing Strong Relationships

• Understanding individuals behaviours
• Modifying your selling and managing behaviour to complement the customer's and build key relationships with your accounts
• Buyer motivations

Planning for Negotiations within Key Accounts

• Creating a win:win approach to negotiations
• Understanding the relationship between concern for objectives versus concern for relationships
• Developing value propositions
• Planning around needs, wants, desires and BATNA