Key account management (In-House)

1 The six principles of strategic account development

• Introduction to the PROFIT account development model:
  • – Performance
  • – Relationships
  • – Objectives and goals
  • – Feedback
  • – Integration
  • – Teamwork
• Practical account development strategies: overview and case studies

2 Performance

• Use practical tools to help you manage and measure account performance and success
• Design and build a monthly account dashboard for all sizes of account
• Prioritise and manage accounts and customers pro-actively and successfully, using proven planning tools
• Develop a cross-selling strategy to integrate products or solutions into the customer’s business as closely as possible

3 Relationships

• How to build and manage key relationships within an account
• Qualifying and managing key influencers accurately
• Producing a ‘relationship matrix’ for each account quickly and easily
• Approaching and developing new contacts strategically
• Tools and techniques for successful tracking of contacts and call-backs
• Developing a coach or advocate in every customer organisation pro-actively

4 Objectives and goals

• Where are you now? – how to establish your competitive position within an account
• Know how to set, monitor and track key objectives for accounts over the short, medium and long term
• Selling against the competition – developing both long- and short-term sales strategies

5 Feedback – building loyal and satisfied customers

• The correct way to manage customer expectations and create listening loops within an account
• How to monitor and track your customer’s perception and satisfaction with your organisation
• Building a personalised satisfaction matrix for each account
• Customer review meetings – best practice in building loyalty by regular joint planning events
• Understanding the concept of long-term customer value and the importance of adapting a customer-focused attitude

6 Integration

• How to integrate your products or solutions with the customer’s business needs and processes
• Spot and react to early warning signals that may cause an account’s loyalty to fade, reduce revenue or switch to a competitor
• Developing a loyalty strategy for key accounts or groups of smaller accounts
• Getting your message and strategy across to C-level contacts

7 Teamwork

• Working with others to achieve your account goals
• Gaining internal commitment from your organisation
• Managing and working with a virtual team
• Creating cross-departmental communication loops

8 Putting it all together

• Personal account reviews
• Personal learning summary and action plans