Building relationships with key accounts to generate opportunities is more than just talking to everyone. To be effective and cost-effective requires a plan to be devised and implemented. This short course allows the key people involved to develop the plan.
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Overview
Managing a key account is more than regular visits. We must generate further ‘opportunities.’ As people and needs change, regular suppliers are often deposed by new organisations. We must ensure continual development and understanding. This course allows participants to build the action plan required and use key concepts.
Who Should Attend
Anyone who is involved in managing key accounts including salespeople, account managers and sales managers. Even experienced account managers will find this course valuable for increasing skills and the effectiveness of account management.
Duration
1 Day
Key Account (Relationship Management) – Course Objectives
Participants will learn:
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- the factors in defining a worthwhile account and the stages in the plan
- how to develop a goal for their account(s)
- how to develop an action plan to acquire and maintain the information/data needed to develop the account
- how to develop an action plan to build the relationship
- how to develop an action plan to build the right image in the account
- how to develop an action plan to ‘develop’ propositions relevant to the account
- how to present ‘new’ propositions to the account
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Key Account (Relationship Management) – Outline
The Plan Overview
Is this account worthwhile?
Account Relationship Model
The Account Goal
Account goal characteristics
Developing the account goal
Plan Stage 1 – Data Required
The role of data/information in managing the account
Sources of data/information
Plan Stage 2 – Relationship Building Tactics
A review of potential tactics
The pros and cons of potential tactics
Plan Stage 3 – Image Building Tactics
A review of image building tactics
Pros and cons of potential tactics
Deciding the tactics to be adopted
Plan Stage 4 – Proposition Development
A review of key factors
Building an action plan for new propositions
Presenting New Propositions
How to present ‘new’ propositions
Where a need may not be perceived in the account
How standard selling approaches need to be modified
