Target Population: Sales
and marketing managers who are "under the gun" to
maximize use of resources and increase revenues
Group Size: Up
to 16 participants
Length
of Program: Two
Days
Course
Format: Highly
experiential … "How
to" techniques … Individual
and group exercises … Preparation
and presentation
of account action
plans
The Need
Many companies do not have a strategy
to designate Key Accounts. However, as resources shrink and
revenue pressures grow, investing in certain key accounts
is necessary to maximize return on sales. Choices must be
made to determine prioritization and allocation of resources.
A Key Account Management Program emphasizes "conscious
customer management" and investments in time, dollars,
and staff to build long-term customer relationships, in order
to generate new & repeat sales, increase profits, and
provide superior customer satisfaction.
Objectives
• To develop the
rationale for a Key Account Management Program
• To develop criteria for defining and selecting Key Accounts
• To develop criteria for Key Account Managers
• To learn how to build long-term customer relationships
• To learn how to build and lead effective teams
• To develop specific key account strategies and action plans
Program Content
• Overview of Key Account
Management: as a profitable growth strategy;
measuring success; customer expectations
• Defining and selecting Key Accounts: focus on a few; selection
criteria;
examining company strengths vs. customer attractiveness; use of
resources vs. cost to serve
• The critical role of Key Account Managers: who should manage and
sell;
examination of success factors; performance challenges; expectations
and
measurement criteria
• "Selling Up": Building and influencing key relationships
at the top tier of
customer management
• Building and leading effective key account teams
• Practice in developing specific key account strategies and plans
BACK
TO
Sales and Persuading Skills
