A two-day workshop
This programme has a simple objective: to help a sales team create and implement a comprehensive account development plan.
If you want to earn strategic partner or preferred supplier status with your clients and customers then you need to add value to their business, consistently, and you can only do this if you have a plan – a key account management plan.
This is a very practical two-day programme in which a sales team can:
Gain a deeper insight into their customer’s business
Analyse the strengths and weaknesses of their client and customer relationships
Develop a one- to two-year strategy for developing each account
- Discover opportunities – through a deeper understanding of the customer’s business
- Develop partnership – through a better ‘value proposition’ for the customer
- Increase repeat business – based on higher customer satisfaction
- Improve synergy – by getting everyone to ‘sing from the same hymn sheet’
- Develop a collaborative account plan – validated by the customer and their own management
- Secure resources – management will align resources to execute soundly based account plans
- Win an increased share of ‘customer wallet’ – through systematic account development
Expert trainer
Tim is passionate about helping people achieve greater results in business, specifically in business-to-business sales. His sales and sales management career has now spanned over three decades. He began his sales career in the pharmaceutical sector and since starting his own independent sales training and management consultancy some twenty years ago he has worked with a wide range of other sectors as well, including IT, telecoms, financial services, hospitality, automotive, business services, etc, etc, delivering training in more than 20 different countries around the world, for clients such as Vodafone, Hilton, IBM, Marriott, Nokia, Motorola, Orange, Halifax, Auditel, HSBC, Standard and Poor’s, Daimler Chrysler, Wyeth Biotechnology, Johnson & Johnson, etc, etc.
Session outline
1. The six principles of strategic account development
- Introduction to the PROFIT account development model:
- Performance
- Relationships
- Objectives and goals
- Feedback
- Integration
- Teamwork
- Practical account development strategies: overview and case studies
2. Performance
- Use practical tools to help you manage and measure account performance and success
- Design and build a monthly account dashboard for all sizes of account
- Prioritise and manage accounts and customers pro-actively and successfully, using proven planning tools
- Develop a cross-selling strategy to integrate products or solutions into the customer’s business as closely as possible
3. Relationships
- How to build and manage key relationships within an account
- Qualifying and managing key influencers accurately
- Producing a ‘relationship matrix’ for each account quickly and easily
- Approaching and developing new contacts strategically
- Tools and techniques for successful tracking of contacts and call-backs
- Developing a coach or advocate in every customer organisation pro-actively
4. Objectives and goals
- Where are you now? – how to establish your competitive position within an account
- Know how to set, monitor and track key objectives for accounts over the short, medium and long term
- Selling against the competition – developing both long- and short-term sales strategies
5. Feedback – building loyal and satisfied customers
- The correct way to manage customer expectations and create listening loops within an account
- How to monitor and track your customer’s perception and satisfaction with your organisation
- Building a personalised satisfaction matrix for each account
- Customer review meetings – best practice in building loyalty by regular joint planning events
- Understanding the concept of long-term customer value and the importance of adapting a customer-focused attitude
6. Integration
- How to integrate your products or solutions with the customer’s business needs and processes
- Spot and react to early warning signals that may cause an account’s loyalty to fade, reduce revenue or switch to a competitor
- Developing a loyalty strategy for key accounts or groups of smaller accounts
- Getting your message and strategy across to C-level contacts
7. Teamwork
- Working with others to achieve your account goals
- Gaining internal commitment from your organisation
- Managing and working with a virtual team
- Creating cross-departmental communication loops
8. Putting it all together
- Personal account reviews
- Personal learning summary and action plans
