Account Management for business success

This program focuses on creating a structure for account management professionals to develop a strategy to manage the critical customer relationships that ensure business success. This leads one to examine the operational processes required for effective account management and good working relationships between both parties.

Techniques for increasing the penetration throughout the depth and breadth of the account are covered. In addition, the key elements of handling meetings, negotiations, building buyer needs, and understanding the emotional influencers which motivate people to buy, are also examined and discussed.

The course is very practical in nature, and includes exercises, which give the participants and opportunity to reflect on how the subject matter relates specifically to their existing accounts. It also provides tips and ideas to assist participants successful manage high value accounts.

Pre requisite: Knowledge of professional sales as this topic is focused on developing higher level client relationships, and identifying key strategies to help enhance their current sales techniques

Topics covered:

• KAM (Key Account Management): Basics: Elements of KAM, Difference between KAM and selling, What are Key Accounts
• Benefits of KAM
• Defining and Selecting Key Accounts
• Determining the Key Account Portfolio
• Types of KAM
• Contextualizing each KAM type
• Selling to Key Account
• Relational development Model
• Business Planning
• Alignment & Value Creation
• Influencing and Negotiating
• Account Strategy
• From Customer Service to Customer intimacy
• From KAM to SAM (Strategic Account Management)
• What is your Influencing Style
• What is your Negotiating style

Objectives

Consider the constantly changing role of the Key Account Manager

Examine proven practices in the development of sales, which relies on creating effective business partnerships

Gather ability to use techniques for achieving account goals and objectives

Understand the strategic processes and operational objectives which lead to increased account penetration and maximum profit opportunities

Develop a broader understanding of ‘customer behaviors’ and their impact on buying decisions

Know how to handle an account meeting and the negotiations within it

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