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Developing a Key Account Management Strategy
Overview:
The ability to successfully develop and manage key accounts reflects the ability to move from transactional based relationships towards partnerships and alliances whereby the relationship is key to achieving both customer and supplier objectives. Consequently, the way key accounts are managed and the way new ones are developed will have a profound effect on an organisation’s profitability.
This programme examines in detail how to mange and develop key accounts and customer relationships effectively by taking the constituent elements of best practice account management apart and building them back again in a very practical format.
Objectives:
By the end of this course, delegates will be able to:
- Create a realistic and practical Account Management plan
- Gain a much clearer picture of Client perspectives and priorities
- Focus on specific elements and objectives - helping their productivity
- Reassess business development opportunities and revenue contributors
- Understand the financial implications of both investment and profitability
- Use the Key Account Strategy to help them prepare both individually and as a team member
Topics covered:
Assessing the Data
- Analysing the current situation with your account
- Considering issues from the Client’s perspective
- Taking a position from your company’s point of view
- Developing effective use of commercial information
Establishing the Tactical Domain
- Identifying the Focus of Activity
- Assessing where major areas of impact can best be addressed
- Ranking commercial priorities and how to achieve progress
- Examining competitor activity from the Client’s viewpoint
Appraising the Business Position
- Identifying the main business drivers within your Client
- Considering directional changes within the Focus of Activity
- Assessing potential opportunities within the Focus of Activity
- Analysing your strengths and reducing your weaknesses
Building the Strategy
- Developing a clear, concise and Client focussed Mission Statement
- Establishing Client specific, achievable, goals and objectives
- Determining investment decision priorities within the Focus of Activity
- Assessing realistic and profitable revenue targets
Using the Tools
- Introducing the Key Account Strategy Sheet
- Analysing priorities of the constituent parts
- Preparing the document to develop an effective Key Account Management Strategy
- Sharing the business plan to include other members of the Sales team
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Duration: 2 days
Maximum Places: 12
Group Price: £1,700
For more information
please contact us on
029 20 491 491
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