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Face to face / Virtual public schedule & onsite training. Restaurant lunch included at STL venues.
From £495 List price £650
- 1 day Instructor-led workshop
- Courses never cancelled
- Restaurant lunch
Syllabus
Who is this course for?
Sales professionals already on a committed path of continuous improvement, those looking to refresh their understanding and desire to be successful or those wishing to enter a sales related role.
Benefits
By the end of the course you will be able to:- Identify top accounts
- Use a proven account planning process
- Develop and maintain multiple relationships
- Apply strategic business goals
- Assess barriers to success, account and individual perspective
- Be in step with business objectives to ensure optimum performance
- Ongoing appraisal of customer needs to ensure smooth account management
Course Syllabus
Understand your current situation
Define your current role
Apply a SWOT analysis to accounts
In team and customer politics
Review of competitive market activity
Decision makers & processes
Setting strategic business objectives
Understand customer's ROI (return on investment) expectations
Appreciate the importance of setting personal and business objectives
Relationship management
Prioritise which account contacts to review
Managing relationships with effective communication and building rapport
Barriers to success
Interpersonal skills
Personal outlook
Time management
Influencing & negotiating
Fact finding and questioning
Key course takeaways and agreed next steps
Setting clear objectives with commitment to review and improve
Five point account review plan of action
Prices & Dates
What you get
"What do I get on the day?"
Arguably, the most experienced and highest motivated trainers.
Face-to-face training
Training is held in our modern, comfortable, air-conditioned suites.
Lunch, breaks and timing
A hot lunch is provided at local restaurants near our venues:
- Bloomsbury
- Limehouse
Courses start at 9:30am.
Please aim to be with us for 9:15am.
Browse the sample menus and view joining information (how to get to our venues).
Refreshments
Available throughout the day:
- Hot beverages
- Clean, filtered water
- Biscuits
Virtual training
Regular breaks throughout the day.
Learning tools
In-course handbook
Contains unit objectives, exercises and space to write notes
24 months access to trainers
Your questions answered on our support forum.
Training formats & Services
Training Formats & Services
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Testimonials
Allpress Espresso
J P
A good day of teamwork and sharing ideas. However the agenda was very long and therefore felt unrealistic. True enough, we lost structure and focus towards the end (I.e team and personal goals would have been great at the start of the day). Feels like training that is more relevant to big corporates than smaller businesses. Some of the group work was really useful though.
Excellent Account Management
Astound Commerce
Ursula Lennon,
Client Services Mgr
Overall, the course was delivered really well by Dennis. I took away new tools and techniques that I'd not thought about before such as identifying my clients behavioural styles to speak their language and continue to prepare/adapt in conversations.
Excellent Account Management
Boundless By CSMA
Kirsty Cameron Clark,
Senior Account Executive
Yes, everything was delivered in a great way and lots to think about
Excellent Account Management
Learning & Development Resources
Soft Skills Blog
- Achieving Account Management Excellence
- How to build spectacular relationships
- The Six Principles of Influence
- Improve Time Management using easy Microsoft Outlook Tricks
- Setting Objectives Effectively: Reach your desired Outcomes
Infographics
Training manual sample
Below are some extracts from our Excellent Account Management manual.
For
your organisation and your Customer
Purpose
Clarify your role to get clear on your purpose and how to
measure success as an Account Manager.
How it works
There are at least two perspectives here – one from the
viewpoint of the Customer. The other from the point of view of our organisation
as a whole (and our team in particular).
How to use it
Explore and agree with your manager the simplest and
clearest description of your purpose within your organisation. For example:
Brian Tracy proposes that the purpose of anyone in sales is the same as the
purpose of any business:
“The job description
of a salesperson is the same as the purpose of a business. It is to create and
keep customers.” To this we can add the Account Management directive to Grow
business.
Purpose
Use this model to understand the vulnerabilities and
opportunities with a particular Customer relationship
How it works
SWOT stands for Strengths, Weaknesses, Opportunities and
Threats.
By reviewing a Customer relationship through each of these
four perspectives you can work out priorities and opportunities for growth and
development.
How to use it
SWOT is often carried out using a simple 2x2 grid with each
box representing one of the four perspectives. This can be completed by one
person or by a team. The grid can be printed or drawn on a whiteboard for
larger discussions.
Decision
Makers and Decision Making Units
It’s
not what you know it’s who you know
Purpose
Decisions are more frequently made by multiple people within
the Account. This places an emphasis on building connections within the
Customer organisation. We need to be aware of how decisions are made through
questioning and also be ready to help the decision be made at each stage.
Focusing on non decision-makers risks wasting time and
energy as well as leaving room for competition to gain advantage.
How it works
Use appropriate questioning and research to understand the
decision-making process and the decision-makers involved. Use this
understanding to build further relationships and support your Customer contacts
through the decision making process
The collection of participants involved a decision are
referred to as the Decision Making Unit. Participants fulfil different roles
within the unit.
Understand
Customer's ROI expectations
Why
are they interested in what you have got to say?
Purpose
Customers are generally inundated with approaches from
suppliers. Why should they give any of their attention to you? By considering
what is happening for the Customer, in particular identifying drivers for
change an Account Manager is more likely to get their message heard.
How it works
It is usually when a major event happens that a Customer is
open to speaking with their Account Manager. These events usually fall under
one or more of the following headings:
Things went wrong:
end-user dissatisfaction, regulatory non-compliance…
Changes:
re-location, change in management team…
Insight:
legislation, new competitor…
The Account Manager’s job is to look for these events and
spot the opportunity as quickly as possible.
How to use it
- Think about the headaches
and problems your Customer might run into
- Consider what the symptoms
are for this problem and search / track them
- Decide where you will find
this information
- Using sales intelligence
systems
- Reviewing business won
and lost and the drivers for the outcome
Once you have identified the issue reach out to the Customer
or Prospect with your tailored approach.
Present focusing on:
·
Their measurement of Value
·
The numbers to support your proposal
·
Case studies and references and social proof
It’s
all about them and how we adapt to them
Purpose
Account Managers must factor in a wide range of variables
when it comes to effectively managing Customer relationships. One of the more
complex areas is the behaviour of the Customer – or more accurately the
Customer’s representatives.
How it works
The Dimensional Model is based on the intersection of two
scales of observable behaviour. They are the degree to which the Customer
displays behaviour that is mainly:
Relationship: Hostile or Warm
Tasks: Dominant or Submissive
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