Selling…Developing Key Account Strategies

In-Company Course Overview

The company that establishes and develops lasting and strategically valued relationships with their customers is the one most certain to retain profitable long-term customer commitment. Key account managers are increasingly involved in shaping and building key partnerships with major customers and so are vital in implementing company market strategies. A very practical course that will be useful for developing and experienced key/national account managers and key account team managers alike. The course looks at how to move from managing existing accounts to optimising and focusing your company’s resources by developing key account strategies that are really successful across the range of major customers.

Who Should Attend

Experienced and developing key and national account managers who face the challenge of developing winning strategies in order to develop their accounts. Sales managers leading key account teams will also benefit from this course. As many of the account strategies involve other company functions, those who are managing customer services and customer support teams and processes will also find this course of great value. Managers of other functions who need to understand the challenges of key account selling in order to support the delivery of customer satisfaction would also benefit from attending this course.

Course Objectives

After attending this course, participants will have the ability to:

  • Use strategic thinking and processes to maximise profitable key account results
  • Position themselves as ‘credible business partners’ to their key accounts
  • Provide a clear sense of vision and the required performance measures for other company departments who are involved in the day-to-day implementation of key account strategies and activities
  • Develop and implement realistic account planning processes
  • Use strategic thinking to build long-term business partnerships with appropriate key accounts.

Course Programme

Strategic Key Account Management
The need for strategic thinking in key account situations
Twelve vital success factors
Pathways to competitive advantage in your key accounts
Building an inspiring account vision
Measuring your strategic thinking skills

Making Strategic Decisions In Your Key Account Role
Selecting and prioritising the ‘vital few’
Assessing long term business potential
Analysing fields of play in large accounts
Defining the needs you must meet to compete effectively over time
Recognising the total value your company must deliver to achieve partnership with the account

Planning And Delivering ‘Added-Value’ As Your Key Competitive Strategy
Assessing the differing value systems in your accounts
Assessing opportunities to add-value cost-effectively
Organising around the added-value concept
Using Internet and Extranet technology to enhance partnerships with key accounts
What NVA (non value-added) costs can be eliminated to increase profitability
Introducing Service Level Agreements and standards
Measuring strategic effectiveness from a company and customer perspective

From Processes To Partnerships In Key Account Situations
The dynamics of strategic partnerships
Creatively managing the relationship dynamics over time
Building barriers against your competition
Measuring the strategic effectiveness of your key account partnerships
Entry and exit scenarios in key account situations

From Planning To Action
Motivating the company team
Building internal partnerships
Managing and measuring expectations
Revitalising your account strategies when necessary
Planning from the future to the present
Account Planning – how to sustain and implement it effectively

To discuss how this course could help you develop more effective key account strategies or to talk through your sales training requirements, including tailoring this course to suit your exact needs, please contact:

Claudine McClean