This program focuses on creating a structure for account management personnel to develop a strategy to manage those critical relationships that ensure business success. This leads on to looking at the operational processes required to ensure effective account management, and good working relationships between both parties. Techniques for increasing the penetration throughout the depth and breadth of the account are covered. In addition, the key issues of handling meetings, negotiations, building buyer needs, and understanding emotional influencers which motivate people to buy, are also examined and discussed. The course is very practical in nature, and includes exercises, that give delegates the opportunity to reflect on how the subject matter relates specifically to their existing accounts. The program also provides tips and ideas to assist delegates achieve successful account management.
By the end of this certification training course, participants will learn to:
- Understand the key account management’s main functions and best practices.
- Recognize the importance of re-defining businesses processes to match the ever changing market and customer requirements.
- Establish clear sales and marketing differentiators to neutralize competition (value-based proposition).
- Design and use financial ratios and KPIs to measure your operations’ effectiveness.
- Use leadership, negotiation, and power proposals to leverage your business and lead the national Key Account team.
Key Account (KA) Management: Overview and Best Practices
- Key Account Analysis and Qualifying
- The Key Account Planning Framework
- The New Landscape of Account Management
- Understanding the Buy-Sell Ladder Model
- The Key Account Manager as a Business Developer
- Using the STAR Business Planning Process:
- Strategic Analysis
- Targets and Goals
- Activities
- Reality Check
Re-defining your Processes for Breakthrough Results
- Establishing a Client-Centered Process Using the DART Model
- Understanding and Working the Customer Loyalty Ladder
- Reengineering your Team Selling Process to Avoid Mistaking Motion for Action
- Identifying your Unique Selling Propositions (USPs) and Distinctive Selling Points (DSPs)
- Creating a Competitive Analysis Matrix Using USP and DSP to Neutralize Competition
- Prospect Target Marketing and Client Retention Using FORM
- Aligning Efforts with your Marketing Customer Value Proposition
- Recognizing Service as a Hard Differentiator to Retain KA
- Linking Sales Performance to Financial Indicators and Ratios
- Designing and Implementing Key Performance Indicators
Leading the National Key Account Team
- Assessing your Team’s Cohesion
- Identifying Individual Untapped Opportunities and Overlooked Vulnerabilities
- Coaching your Team to Specialize Not Generalize
- Assuming your Leadership to Motivate and Cultivate
Effective Negotiation Skills
- The Definition of Negotiation
- The Difference Between Persuading and Negotiating
- The Negotiation Challenges
- Effective Concession Management During Negotiation
- The Importance of Creativity in Negotiation
- Completing your Negotiation Plan
Writing Business Proposals that Sell
- Rules for Formatting a High Impact Proposal
- The Importance of Re-inventing the Way you Write Proposals
- Formatting Tips and Tricks for Winning Proposals
- Creating your Own Proposal Template Using a Suggested Proposal Format Guide
Marketing and sales professionals, corporate executives, advertising managers, business development managers, sales personnel, and others who are involved in commercial activities at all levels of the organization.