This programme has a simple objective: to help a sales team create and implementa 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 programme will help participants:
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
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