Strategic Key Account Management

INTRODUCTION: This workshop has been designed as a hands on forum to enable those responsible for managing Key Accounts to identify the successful behaviours, attitudes and skills needed to function in today’s highly competitive environment. An important statistic - in many cases 4% of customers account for over 64% of sales revenue.

TARGET GROUP: All those responsible for identifying, attracting and retaining Key Accounts in marketing & sales

OBJECTIVES: By the end of the workshop delegates will have:
1. Assessed their understanding of their Key Accounts.
2. Explored the concept of Non-Strategic Sales Structures
3. Identified the skills and qualities used by successful Key Account Managers.
4. Examined the Key Account Matrix and linked it to Relational Selling.
5. Completed Inter-Personal Relationship and Business Relationship Audits.
6. Examined the advanced communication skills needed to build lasting relationships
7. Examined the concept of “who Owns The Customer”
8. Developed Acquisition, growth and retention strategies
9. Explored buyers roles and motivation within Decision Making Units

METHODOLOGY: Inter-active workshop drawing on delegates’ experience using group discussions, audits, examples of best practice and personal action plans supported by sessions on proven and innovative Key Account Management techniques.

LINKED COURSES: Negotiating Skills, Presentational Skills, Planning for Profit as a Key Account Manager

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