KEY ACCOUNT MANAGEMENT

SYNOPIS: this training course will address the importance of key accounts to many organizations and key skills and behaviours for effective key account management. Participants will receive a full overview of best practice in key account management and practical techniques for making the most of key accounts.

Participants will learn skills and techniques for proactively managing key accounts, rather than reacting to unexpected events in the account. This will help key account managers to anticipate customers' needs, maximize their satisfaction with their service and maintain high-value, long-term relationships with these clients.

On an individual basis. The programme will help participants understand where they would like to be with the key account management skills, how they can achieve their goals and receive helpful feedback from colleagues and trainers. 

COURSE OBJECTIVES

• Implement the total process of key account management
• Classify all customers according to a proven, qualitative approach and develop strategies and tactics appropriate to all
• Focus resources, time and attention effectively in the development of key accounts
• Demonstrate ability and confidence in managing key accounts
• Demonstrate how to develop an Account pipeline for future growth
• Communicate more effectively with key customers
• Develop long-term mutually beneficial relationships

COURSE CONTENT

Defining and Identifying Your Key Account

• Why a Key Account is Important
• Why a Key Account is Different
• What Can Make You a Successful Key-Account Manager:

-          From the organization’s perspective

-          From personal perspective

-          Skills and qualities

• A Key Account Manager as a Business Partner:

-          Climbing the customer perception ladder.

Defining and Identifying Your Key Account

• Why a Key Account is Important
• Why a Key Account is Different
• What Can Make You a Successful Key-Account Manager:

-          From the organization’s perspective

-          From personal perspective

-          Skills and qualities

• A Key Account Manager as a Business Partner:

-          Climbing the customer perception ladder.

• Key Account Development Plan:

-          Setting Key Account objectives

-          Key Account strategies:

-          Tactics to block real or potential competitors

• Managing the Key Account Relationship:

-          Increasing the relevant influence

-          Understanding the decision-making process

-          Identifying the customer internal politics

-          Contact and networking plan.

Solution Selling

• Communication Acumen:

-          Presentation skills

-          Negotiation skills

-          Communications programme and functions

-          Crafting the right messages

-          Employing the appropriate tools

-          Essentials of careful timing of communications

WHO SHOULD ATTEND? Those responsible for managing face-to-face relationships with customers that have a significant impact on achieving the organization’s business objectives. Participants should have three years’ sales experience, six months of which should ideally have been in an account management role. The course is also valuable for managers and directors intending to implement a key account management strategy within their organization.