Course description
Key Account Management
1 Day Programme This 1 day ‘Key Account Management’ course is aimed to provide Account Managers with a range of skills, tools and techniques to enable them to understand and segment their clients and their business needs. It will help participants to focus on maximising the long-term profitability from the accounts they manage, and focus the appropriate resources on those which show the most promise. It will show you how to strengthen poor relationships and build stronger ties that open up opportunities for cross and up-selling. Providing templates on the course Participants will begin their planning and engagement strategies – knowing how to build mutually beneficial, and more profitable relationships.
Upcoming start dates
Suitability - Who should attend?
This course will benefit anyone who is responsible for the management and development of the business Accounts. Whether you are the manager responsible for the Account Management, or for a larger Team – you will be able to quickly assimilate the knowledge and tools to apply when you return to the business.
Outcome / Qualification etc.
Certificate of Acheivement
By the end of this Key Account Management course, you will be able to:
- Understand how to segment your Account relationships into categories to focus efforts around Growth potential and Retention
- Know how to differentiate your services and provide excellent Account management service
- Identify the opportunity of where and when the potential to up-sell / cross-sell
- Understand how to build stronger ‘trust’ at both Personal and Account levels
- Have the knowldedge to create a 6 month plan for your top 3 Accounts, with knowledge of how to apply the model on the other Accounts
Training Course Content
Introduction
Excelling at sales Account Management is designed to cover the following areas:
- Successful approaches used by the ‘Top Performing’ Account Management teams
- How and why both parties benefit from a set approach and methodology
- Why the business who strive for ‘differentiation’ over pricing will win-out in the next few years
Applying a Professional Approach to Account Management
- The ‘essential’ objectives of Account Management
- Understanding the ‘Client’s view’ of the relationship and services provided
- The factors that affect the depth and strength of the relationship
- Why the development of a ‘partnership’ is more likely to lead to a step change in the business and a longer relationship
- The topics and issues that interest your Accounts
How Professional Sales Teams’ conduct Account Analysis
- Understanding and plotting where the Growth and Declining £ revenue will be coming from over the next couple of years
- Identifying the new Opportunities for growth potential, and where your time is being misspent
- Conducting a S.W.O.T. analysis in order to ‘add value’ to the Accounts and identify forthcoming opportunities
- Predicting the forthcoming £revenue / value of our Accounts and strength of the Account portfolio
The Professional Account Management Approach
- A comprehensive walk-through and directions on quick wins to applying the 4 stage approach
- Portfolio analysis & plan setting
- Agreement stage with Management; re. investment and activity
- Internal buy-in and support; s.m.a.r.t. objectives
- Delivery plan; review milestones; reward and success criteria / celebrations
- Using the ‘Template’ to analyse your Top 3 and bottom 3 performing Accounts; and identify Key Accounts
- How to determine the resultant activity and prioritise work within your Account portfolio
Steps to Build Stronger Relationships – at Personal and Account levels
- How ‘trust’ is built and maintained – ‘the Trusted advisor’; credibility, reliability and business intimacy
- Focusing the efforts of both you and your colleagues to help ‘differentiate’ the service
- Creating ‘Moments of Truth’ – excelling at the big and small things that make a difference in the long run
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ATA (Asset Training Academy) Ltd
Asset Training Academy is a leading training provider specialising in the areas of Leadership, Management Development, Business Skills and Mental Health. We offer a full suite of CPD Accredited training courses that are designed to help individuals perform better in...