Top accounts come with a double edged sword – while they contribute a sizeable portion to your company’s bottom line, they become the target of competition that constantly tempt them with better offering and price discounts.
In addition to the competitive attacks, key accounts often exercise their heavyweight pressures by demanding more for less as they know their bargaining power with the strategic vendors. It is quite common that account teams while managing the key accounts become too operational in the day-to-day and lose sight of the need to be proactive, nurturing and developing the account more strategically.
Sophisticated buyers today have access to a borderless market and more information through the power of the internet. As the business environment becomes more competitive, vendors are now seen as a critical extension to help the client achieve their goals. With an effective key account plan, vendors unwittingly corner themselves into accepting price discounts as a retention strategy without realising that they could be booted out by the next vendor who can provide a better price or a better value proposition. This course will help transform your organisation or you as an employee from a vendor to a trusted advisor.
- Build business acumen
- Develop a strategic perspective on sales and customer relationships
- Optimize strategic account sales team
- Understand what drives strategic account decisions
- Deal with the various decision makers and influencers in the customer’s field of play
- Understand the politics that impact client decisions
- Identify the unique sales profile needed for executive selling
- Develop a strategy that will build greater customer loyalty and help protect the account from competition
- Improve strategic account team performance
- Recognize and overcome pressure tactics
- Create an action plan that will increase their chances of success
- Negotiate large contracts
- How to sale to executives
- Uncover strategies to win clients for life
- Key Account Managers
- Customer relationship managers
- Sales Executives
- Business Development Managers
- Defining and Identifying Your Key Account
- Why a Key Account is Important
- Why a Key Account is Different
- What Can Make You a Successful Key-Account Manager: * From the organization’s perspective * From personal perspective *Skills and qualities
- A Key Account Manager as a Business Partner: *Climbing the customer perception ladder.
- Discovering Business Opportunities: *Opportunities galore *Sales information *Prioritizing the opportunities
- Key Account Development Plan: *Setting Key Account objectives * Key Account strategies * Tactics to block real or potential competitors
- Managing the Key Account Relationship: * Increasing the relevant influence * Understanding the decision making process * Identifying the customer internal politics * Contact and networking plan
- Solution Selling
- Communication Acumen: * Presentation skills * Negotiation skills * Communications programme and functions * Crafting the right messages * Employing the appropriate tools * Essentials of careful timing of communications
- Internal Capabilities and Support: * Getting organized * Working as a team * Account meetings