Training in Key Account Management from Activia

Sales Skills: Profitable Account Management

A 1-Day Training Course

Course Content

Course Aims

With all the money and effort that goes into attracting new customers it makes sense to look after the ones we have. This one day course is designed to assist any sales account manager in building stronger long term relationships with their customers and realising the full potential of that partnership. There are common mistakes that account managers new to the role (and many experienced ones) make which can stifle future growth. We will cover these and how to avoid them whilst guiding you towards profitable best practice by ensuring you have the fullest possible understanding of your customers’ requirements.

Who Should Attend

Anyone who is involved with creating, managing and developing relationships with customers, and who wants to develop a solid understanding of the reasons for, and the skills involved in, maximising the commercial benefit of these relationships.

Learning Objectives

By the end of this workshop, delegates will be able to:

  • Recognise the importance of identifying new key account customers and understand how to find them
  • Build profitable relationships with new and existing contacts that last
  • Write engaging, persuasive, clear and concise sales proposals
  • Manage the expectations of key account customers and deliver on those expectations
  • Develop a sales strategy to get the most out of their contacts
  • Confidently negotiate in difficult situations to ensure a win – win result

Course Outline
This course is a 1-day training course structured into 11 modules.
Module 1
Introduction and Course Overview
Module 2
Identifying Key Accounts
Learning outcomes
Know how to define what is and what isn't a key account by examining criteria that sets customers, prospects and accounts apart.
Topics covered
  • What is a Key Account?
  • Assessing the Value of a Key Account
  • Your Key Account Hit List
  • Who Should We Spend Our Time With?
  • Module 3
    Building Profitable Relationships
    Learning outcomes
    Identify the Influencers and Decision Makers, and know how to prospect and influence the best outcome.
    Topics covered
  • Identifying Key Individuals
  • Prospecting
  • Influencers and Decision Makers
  • Talking to the Right Key Individuals
  • Making that Good First Impression
  • How to Win Friends and Influence People
  • Dale Carnegies Six Principles of Relationship
  • Whats In It For Me? (WIIFM)
  • Honesty and Integrity
  • Module 4
    Writing Effective Proposals
    Learning outcomes
    Use basic key prompts and templates to help you define clearly and accurately "what's in it for them" in your proposals.
    Topics covered
  • How to Construct a Proposal
  • Important Factors to Consider
  • Putting it all Together
  • Module 5
    Managing Customer Expectations
    Learning outcomes
    Understand what your customers want, and set realistic expectations so they can be managed in a professional way.
    Topics covered
  • What Do Customers Want?
  • Setting Clear Expectations
  • Dealing with Unreasonable or Unrealistic Expectations
  • Module 6
    Planning Customer Contact
    Learning outcomes
    Understand the clear expectations that customers have, and know how to set and manage those expectations.
    Topics covered
  • The Benefits of Planning Contact with Our Customers
  • Tips for Planning Contact with Customers
  • Module 7
    Developing Your Key Account Strategy
    Learning outcomes
    Know how to best describe your customers and set plans that formulate a strategy which targets long term loyalty and stronger relationships.
    Topics covered
  • Putting Your Strategy Together
  • Types of Key Accounts
  • Setting Objectives
  • Action Points: Steps to Success
  • Module 8
    Negotiation Tactics
    Learning outcomes
    Know and use the concepts of positional bargaining, the strengths of what you offer, what's in it for them, and see how to develop your plans.
    Topics covered
  • Problems with Positional Bargaining
  • Open up the Negotiation
  • 11 Points for Better Negotiation
  • You Have Alternatives
  • Reverse Psychology in Negotiation
  • Module 9
    Meetings and Your Time
    Learning outcomes
    Create meaningful and profitable objectives for business meetings, which can be one of the greatest opportunities for increasing sales.
    Topics covered
  • Getting a Face to Face Visit
  • Bad Practice with Customer Visits
  • Justifying the Meeting
  • Objectives for the Meeting
  • Module 10
    Successful Customer Meetings
    Learning outcomes
    What to do before, during and after the meeting to maximise the benefits and get results.
    Topics covered
  • What to Do Before the Meeting
  • What to Do During the Meeting
  • What to Do After the Meeting
  • Module 11
    Your Personal Action Plan



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