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Key Account Management

At a Glance

Gain an in depth understanding of the complexities that exist within the servicing requirements of customers designated as Key Accounts and use the strategic and tactical tools and processes to achieve the customer – supplier relationship required. Key Account Managers are responsible for an organisation’s major, national, and international accounts. Many are moving their customers relationships into preferred, sole or partnership status.

Who should attend:

  • Key account managers, experienced salespeople, sales managers.

What to expect: Participants will:

  • Develop key deliverables between both organisations
  • Use planning and process tools to set objectives, and develop strategies and tactics to achieve them
  • Deal with various decision-makers and influencers at all levels of both organisations
  • Proactively research and develop relationship opportunities
  • Manage the process of change for their customers

Immediate benefits:

  • Key accounts are strategically managed
  • Relationships are strengthened and enhanced, particularly at the sole supplier and partnership level
  • Decision-makers and influencers are positive supporters of all initiatives
  • Change implementation is planned and managed

Course format:

  • 2-day workshop

Course materials:

  • Participants receive a comprehensive Learning Guide and a Key Account Profile planner.

 

 

CREATE SIGNIFICANT AND INTERDEPENDENT ORGANISATIONAL PARTNERSHIPS.

 

Workshop Synopsis

Welcome to the Key Account Management workshop. This workshop is designed to help you develop the knowledge and the skills required to maximise your performance and productivity as a Key Account Manager. At the end of the workshop, you will be better able to develop strategic and technical plans, manage decision-makers and influencers from both organisations and initiate positive change.

 

Unit 1:

Definition and Criteria of a Key Account: We start by examining the criteria used internationally, and in your own organisation, for identifying a customer as ‘key’. Once you have clarified the criteria, and there may be several, it is possible to focus on the ‘deliverables’ that each contribute to this special relationship. You will quickly appreciate your pivotal role as the interface between the two organisations. We end the Unit examining your role as a planner, a strategist and a tactician, and use these competencies as you start preparing your Key Account Plan for one of your key accounts.

 

 

Unit 2:

People who Decide and Influence: One of your primary responsibilities is to manage the people in both organisations. Each have specific authority, influence and recommendation powers vested in them or their position. Each have different points of view, or perspectives, about your initiatives, proposals, projects, products and services etc. depending on their role and function. You will learn how to positively influence the people and manage the positions and perspectives. You will learn how to influence each power base and deal with an adverse power gradient. You also want to find and develop people who want you to achieve in the account – your ‘champions’. And you will learn how to turn negative gatekeepers, or blockers, into allies. You will continue to develop your own Key Account Plans.

 

 

Unit 3:

Opportunities within a Key Account Relationship: There are significant relationship opportunities and substantial benefits available to both parties. It is your responsibility to ensure that opportunities are proactively sought and exploited for mutual benefit. During this Unit we take the opportunity to review the selling – buying process for you. Within your key account management role you are continually selling products, services and expertise. This short refresher will ensure your professional selling skills are updated and support your account management tasks. We conclude this Unit by discussing your role as a change agent – someone your contacts come to treat as their ‘agent provocateur’ – the person they welcome because you challenge their status quo, move them out of their inertia and help them face the real issues. They also rely on you to ensure that every initiative you put into their organisation is treated as a change event and all aspects of implementation managed by you. During this Unit you will continue to prepare, and conclude, your own Key Account Plans.

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Key Account Management

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