Managing Key Accounts For Profit

MODULE 1: Introduction and Course Overview

MODULE 2: Identifying Key Accounts

Learning outcomes: Know how to define what is and what isn't a key account by examining criteria that sets customers, prospects and accounts apart.

Topics covered:

•What is a Key Account?

•Assessing the Value of a Key Account

•Your Key Account Hit List

•Who Should We Spend Our Time With?

MODULE 3: Building Profitable Relationships

Learning outcomes: Identify the Influencers and Decision Makers, and know how to prospect and influence the best outcome.

Topics covered:

•Identifying Key Individuals

•Prospecting

•Influencers and Decision Makers

•Talking to the Right Key Individuals

•Making that Good First Impression

•How to Win Friends and Influence People

•Dale Carnegies Six Principles of Relationship

•Whats In It For Me? (WIIFM)

•Honesty and Integrity

MODULE 4: Writing Effective Proposals

Learning outcomes: Use basic key prompts and templates to help you define clearly and accurately "what's in it for them" in your proposals.

Topics covered:

•How to Construct a Proposal

•Important Factors to Consider

•Putting it all Together

MODULE 5: Managing Customer Expectations

Learning outcomes: Understand what your customers want, and set realistic expectations so they can be managed in a professional way.

Topics covered:

•What Do Customers Want?

•Setting Clear Expectations

•Dealing with Unreasonable or Unrealistic Expectations

MODULE 6: Planning Customer Contact

Learning outcomes: Understand the clear expectations that customers have, and know how to set and manage those expectations.

Topics covered:

•The Benefits of Planning Contact with Our Customers

•Tips for Planning Contact with Customers

MODULE 7: Developing Your Key Account Strategy

Learning outcomes: Know how to best describe your customers and set plans that formulate a strategy which targets long term loyalty and stronger relationships.

Topics covered:

•Putting Your Strategy Together

•Types of Key Accounts

•Setting Objectives

•Action Points: Steps to Success

MODULE 8: Negotiation Tactics

Learning outcomes: Know and use the concepts of positional bargaining, the strengths of what you offer, what's in it for them, and see how to develop your plans.

Topics covered:

•Problems with Positional Bargaining

•Open up the Negotiation

•11 Points for Better Negotiation

•You Have Alternatives

•Reverse Psychology in Negotiation

MODULE 9: Meetings and Your Time

Learning outcomes: Create meaningful and profitable objectives for business meetings, which can be one of the greatest opportunities for increasing sales.

Topics covered:

•Getting a Face to Face Visit

•Bad Practice with Customer Visits

•Justifying the Meeting

•Objectives for the Meeting

MODULE 10: Successful Customer Meetings

Learning outcomes: What to do before, during and after the meeting to maximise the benefits and get results.

Topics covered:

•What to Do Before the Meeting

•What to Do During the Meeting

•What to Do After the Meeting

MODULE 11: Your Personal Action Plan