Key Account Management
Key Account Management - Course Outline
Key Account Management
Key account management and the development of key accounts are critical to an organisation’s success or failure. It is the larger order or longer-term contract that can smooth out the cash flow and create significant profit potential. Multiple relationship management, networking and strategic planning are all crucial skills to maximise and maintain the potential of key accounts. This course provides delegates with practical and effective strategies to ensure that key account relationships are nurtured into highly valued partnerships. A strong focus will be placed on strategic planning and the skills needed to protect key accounts from competitor attack. Delegates will leave this course with a plan that will allow them to achieve all of the above.
Course Objectives
Complete a successful transition into the key account manager’s role. Construct and implement clear strategic plans to consolidate your key account relationships and gain valuable new and repeat business. Recognise and deal effectively with competitor threats.
Use effective skills to persuade and motivate the key buyers, influencers and decision-makers.
Select the most appropriate approach to secure increased and profitable business from your key accounts.
Develop strong personal links with all the key individuals in your major accounts and turn relationships into long-term partnerships.
Respect, reassure and motivate the key personnel charged with servicing and supporting your major accounts.
Course Designed For
Key account executives, account managers and those who are progressing into a key account management role or who have limited experience in managing accounts. Fundamental sales skills are assumed and will not be covered on this course.
Course Content
Account Management - It’s Big Business
The profile of a key account
Selling and account management - the difference
Account manager - your role and responsibilities
Prioritising - Who are the Key Accounts?
Research your customers profile and position
Investment versus return - get your priorities right
Assess your strengths, weaknesses and unique advantages
Planning a Key Account Strategy
Be clear about the potential of each account
How to develop a key account over the long-term
Longer buying cycles and their impact on your sales strategy Recognising threats and dealing with them
Setting specific goals and objectives for each meeting
Relationship Management
Understanding the organisational structure of your account
Influencing and negotiating with multiple contacts
Networking within your account
Identifying and gaining future sales
Client centred selling - focus on the real needs
How and when to adapt your account management style
From Relationship to Partnership
Strengthening the relationship through regular contact
Alliances across an organisation to maintain preferred supplier status Constructing strategic service level agreements
Teamwork to Support Key Accounts
Planning how to support your key accounts
Identifying and overcoming internal barriers that prevent quality support Ensuring all support staff play a key role in servicing your major accounts
What to expect of customer service staff
Motivating staff within a positive team culture
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