COURSE 2
About
the course:
Many companies enjoy an impressive, high calibre
and loyal customer base but are not fully
exploiting this hard-earned position to realise
significant business growth potential. This
course teaches how to develop an effective
account strategy to increase business and
improve margins from key customers.
This course will
enable delegates to develop an effective account
strategy, in line with their company’s
business objectives, and learn about effective
account planning and relationship management
techniques. Delegates will learn how to develop
the senior level client contact/ CxO relationships
which increase win rates and deal-values.
The course
utilizes practical exercises that focus on
building a real account strategy and account
plan for the delegates’ key customers.
Customization:
This course can be company or industry-sector
specific and can accommodate account planning
and sales processes already in use by a company’s
account/sales teams.
Course
Outline
This course will enable delegates
to better understand, engage and as a result
effectively exploit their key customer accounts.
The course covers four key areas of account
management; strategy, engagement, positioning
and deal-making:
| •
Strategy – How
to develop a realistic account strategy
and account plan
•
Engagement – How
to establish business focused and senior
relationships through a
•
‘consultative’
engagement approach
•
Positioning –
How to achieve better positioning within
an account to secure more
•
business
and increase profitability
•
Deal-Making –
How to maximize win-chance and deal-value
by exploiting competitive
•
advantage
over competitors in a customer account
|
The course introduces
a range of proven techniques and planning
tools to enhance account management bid performance
and can also accommodate a company’s
own in-house process and/or terminology.
Through a series of practical
exercises throughout the course delegates
will build an account strategy for their customer
and they will return to the workplace with
a qualified action plan for the account and
for exploiting key business opportunities
in the account.
Who
is this course for?
Account Managers and Sales Managers with minimum
2 years sales experience and specific responsibility
for named customer accounts
Senior Sales
& Marketing Managers responsible for company
product, marketing and client strategies.
You
will learn:
| 1.
To create a realistic Account Strategy,
including: |
- Account
Planning
- Role of the Account Manager
- Role of Senior Management
- Account expansion strategies (Expand,
Establish, Diversity etc)
- Understanding the customer and their
thinking
- Contact Planning/Strategy
|
| 2.
To achieve ‘Business Level’
engagement, including: |
- Having
a ‘consultative approach’
to selling
- Selling at the CxO Level
- Identification and accessing decision
makers
- Thought Leadership and applying
a ‘consulting led’ approach
|
| 1.
To
exploit positioning to win more and
better business, including: |
- The
customer business/buying process
- To become a Partner not just another
supplier/vendor
- Effective qualification and bid
strategy
- Winning tools - competitive analysis,
solution planning, negotiation etc
|
Length
of the course: 2 or 3 days
Other
Information: Delegates are
requested to bring existing account plans,
contact plans and business opportunity details.
These will be used throughout the course in
practical exercises to develop an account
strategy.
