Key Account Management

A small number of accounts usually deliver most of the business. Winning and keeping them takes more than good service. It takes a clear view of the client organisation, the people who decide, the competition and the value you bring.

In this workshop, participants analyse one of their own key accounts step by step and leave with a strategy and action plan for it.

Who is it for?

Key account managers, relationship managers, senior sales staff and sales leaders who look after major customers.

By the end of the course, participants can:

• Identify which accounts are truly key

• Map the client organisation, its decision makers and influencers

• Read the client's business environment and competitive situation

• Position their value against the competition

• Move the relationship from vendor to long-term partner

• Build and present a key account strategy and action plan

Sample Agenda

(Duration: 1 to 2 days)

MODULE 1: UNDERSTANDING AND IDENTIFYING KEY ACCOUNTS

• Understanding the client organisation and structure

• Positioning and aligning expectations with key players

MODULE 2: UNDERSTANDING THE CUSTOMER'S ENVIRONMENT

• Factors affecting the business

• The customer's competitive situation

• Political and environmental issues

MODULE 3: REAFFIRMING OUR CONFIDENCE IN "US"

• Defining our value

• Analysis of competitors

MODULE 4: CUSTOMER NEEDS AND WANTS

• Key drivers and trends affecting the business and industry

• Individual and company motivators of key players

MODULE 5: THE CLIENT AND SALESPERSON RELATIONSHIP

• Our perceived image within the client organisation

• Vendor or long-term partner

MODULE 6: DECISION MAKING AND INFLUENCING ROLES

• Understanding the key players

• Recognising the balance of power

MODULE 7: FACTORS AFFECTING THE ACCOUNT AND THE SALES PROCESS

• Our strengths and weaknesses

• Knowing our competition

• Exclusive versus common benefits

• Our value versus the client's view of value

MODULE 8: BENCHMARK BEST PRACTICES

• Key account best practices and winning methods

• Assessing viability

• Action steps to implement new ideas

MODULE 9: FORMULATING THE ACCOUNT STRATEGY

• Analysing the current key account scenario

• Developing the strategy and action plan

• Presenting the strategy and action plan

The course closes with a summary and an individual action plan.

How we train

We follow our T.A.P.E. method: Theory, Application, Practice, Evaluation. Participants work on a real account from start to finish.