Key Account Management - 2 Days

Applicable For: All sales staff with key account responsibility

Overview

This course aims to provide the key account manager with a range of tools to help them gain maximum value from, and to provide the best possible service for, the accounts that they manage.

Key account management is different from selling; often the client is more than familiar with your product or service. Indeed, they may have been buying from the company longer than the account manager has worked there. Key accounts are complex; the long-term health of the account relies very much on a mixture of quality service, problem solving, relationship building and delivering the right results.

Great key account managers do not leave anything to chance; they never assume that an account is satisfied just because they are continuing to buy. They are always looking for ways to improve relations between client and supplier and they spend a great deal of time worrying about the client’s needs as if they were there own.

This course provides practical insight and techniques, which will enable delegates to build mutually rewarding relationships with their key accounts.

Key Learning

• The role of the key account manager
• How key account management differs from regular sales
• Reasons to develop key account management skills
• Why key accounts change suppliers
• Profiling the key account business needs
• Undertaking a strategic analysis
• Finding and analysing the GAP
• Developing key account relationships
• Why relationships are so important
• How relationships form
• Managing the relationship
• Understanding personality types
• Influencing the different behaviour types
• Understanding how clients make decisions
• Why negotiating with key accounts becomes tough
• Overcoming negotiation challenges
• Building long term client retention strategies

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