Key Account Management

TLSA's Key Account Management programme is structured in four parts:

Part 1 Pre-work

The pre-work assignment is designed to engage participants in the programme. The assignment features:

• The Professional Key Account Manager
  Pre-reading on the skills, qualities and behaviours that make a professional key account manager.
• Expectations
  A personal task covering the expectations of the key account manager from the perspective of the customer, the business, colleagues and peers.
• The Target Account
  Participants identify and prepare the key account they will work with in the Key Account Management workshop.

Part 2: Key Account Management Workshop

This is a two day, interactive event in which participants explore the skills and behaviours needed to be a professional key account manager.
A blended learning approach, features presentation, debate, role-play, syndicates, and the option to include TLSA’s unique ‘Winning Major Sales’’ business simulation.

The workshop covers:

• Defining a Key Account
• The professional key account manager
• Key account management strategy
• The strategic objective and value proposition
• Stakeholder management
• Manging executive relationships
• Managing the key account sales cycle
• Communication strategy
• Relationship development.

Target Account: Key Account Plan
Participants complete a series of group and personal tasks in which they will apply the workshop content to the target account selected in the pre-work assignment. On completion of the workshop the aim is that participants will have a draft plan for their target account. They are then tasked in the personal project to:

• Finalise the plan
• Agree and implement the plan with the target account
• Engage stakeholders on both sides of the relationship to support the plan.

‘Winning Major Sales’ Simulation
A great way to give participants the opportunity to test the training in a virtual environment. Working in teams participants take on the role of a key account manager and are then faced with a series of challenges and decisions, through which they implement the workshop content.

If the simulation option is taken, the workshop becomes a three-day event.

Part 3: Activation

In the eight weeks following the workshop participants complete a personal project based on the target account.

The project is structured and features a series of tasks, which act as a catalyst to help participants:

• Develop key account management skills
• Test and activate the learning from the workshop with the target account
• Embed new practice and ideas as normal business activity.

Part 4: Return on Investment

A measurable return on investment is delivered at a coaching event following completion of the personal project. Individuals present their results to your key stakeholders and TLSA (optional). The event delivers three outputs:

1. Activation: ensuring participants activate the learning in their personal roles.
2. Evaluation: a clear view of how the programme impacts on business performance.
3. Return on Investment: measurable results that identify personal development and the impact on the business.