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View Live Stats View ReviewsKey Account Development
Advancing Sales Success through Major Account Growth
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?
This one-day course is designed for business professionals involved in managing key accounts or those transitioning into roles that require strategic account management.
It is particularly beneficial for account managers, sales managers, and business development professionals who seek to enhance their skills in developing and maintaining major client relationships.
Additionally, it is suitable for those looking to implement structured account strategies that drive long-term business success and profitability.
Benefits
Attending this course will equip participants with advanced techniques and practical tools to effectively manage and grow key accounts.The training provides a thorough understanding of strategic planning, relationship building, and performance evaluation, ensuring participants can maximise account potential and achieve sustainable business growth.
By engaging in interactive workshops and real-world case studies, attendees will gain actionable insights and best practices that can be directly applied to their roles, ultimately leading to improved client satisfaction and increased revenue
Course Syllabus
Introduction and Course Objectives
Understanding the importance of major account management
Setting personal objectives for the course
Identifying the Decision Makers
Defining the five types of decision-makers
Understanding what motivates them to influence the buying decision
Discovering the Influencers and the Key Decision Maker
Techniques for identifying influencers within the organisation
Strategies for finding and connecting with the key decision maker
Understanding Why You Win and Lose Business
Analysing past successes and failures
Developing strategies to win more business and avoid losses
Developing Sales Opportunities
Exploring strategies for developing existing accounts
Techniques for making new contacts in different departments/sites
Learning how to sell up as well as across
Knowing Your Key Influencer’s View on the Competition
Understanding the competition from the perspective of your key influencer
Developing strategies to stay ahead of the competition
Advanced Sales Strategies for Major Accounts
Exploring advanced strategies for growing major accounts
Understanding the importance of long-term relationship building
Summary and Action Plans
Reviewing the key learnings from the course
Developing a personalised action plan for implementing the strategies learned
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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Training manual sample
Below are some extracts from our Key Account Development manual.
Key Account Management (KAM) is a crucial
strategy for sales teams aiming to build and maintain strong relationships with
their most valuable clients. Here's why KAM is so important and how it can
significantly impact your sales success:
1. Maximising
Revenue Potential
Importance: Key
accounts often represent a significant portion of your revenue. By focusing on
these high-value clients, you can maximise the revenue potential from each
account.
Approach:
- Customised Strategies: Develop tailored strategies and
solutions that address the specific needs and goals of key accounts.
- Cross-Selling and Upselling: Identify opportunities to offer
additional products or services that can provide more value to the client
and increase your revenue.
2. Building
Stronger Relationships
Importance: Building
long-term relationships with key accounts fosters trust and loyalty, which can
lead to repeat business and referrals.
Approach:
- Dedicated Account Managers: Assign dedicated account managers who
can provide personalised attention and support.
- Regular Communication: Engage in frequent, meaningful
interactions to understand the client’s evolving needs and preferences.
3. Enhancing
Customer Satisfaction
Importance: Satisfied
key accounts are more likely to stay with you, renew contracts, and advocate
for your brand.
Approach:
- Proactive Support: Anticipate and address potential issues
before they become problems.
- Feedback Mechanisms: Implement feedback systems to gather
insights and make improvements based on client input.
4. Gaining a Competitive Edge
Importance: Effective
KAM helps differentiate your company from competitors by offering superior
service and building a reputation for reliability and value.
Approach:
- Competitive Analysis: Understand the competitive landscape
and highlight how your solutions offer unique advantages.
- Innovation: Continuously innovate and adapt to
offer new solutions that meet the evolving needs of your key accounts.
5. Securing
Long-Term Growth
Importance: Focusing
on key accounts can lead to sustainable growth by creating a stable base of
loyal clients who provide consistent revenue.
Approach:
- Strategic Planning: Develop long-term account plans with
clear objectives and milestones.
- Performance Metrics: Use metrics to track account
performance and identify opportunities for growth.
6. Improving
Internal Collaboration
Importance:
Successful KAM often requires coordination across different departments,
enhancing overall organisational effectiveness.
Approach:
- Cross-Functional Teams: Create teams that include
representatives from sales, customer service, product development, and
other relevant areas.
- Information Sharing: Foster a culture of information sharing
to ensure that all team members are aligned and working towards common
goals.
7. Managing
Complex Accounts Efficiently
Importance: Key
accounts often have complex needs and multiple stakeholders. Effective KAM
helps manage these complexities efficiently.
Approach:
- Account Plans: Develop comprehensive account plans
that outline strategies, objectives, and key contacts within the client
organisation.
- Stakeholder Mapping: Identify and understand the key
decision-makers and influencers within the client’s organisation.
8. Enhancing
Brand Loyalty
Importance: Providing
exceptional value and service to key accounts enhances their loyalty and
increases the likelihood of long-term partnerships.
Approach:
- Value Proposition: Clearly communicate the unique value
your company brings to the client.
- Recognition and Rewards: Recognise and reward key accounts for
their loyalty and partnership.
9. Effective Resource Allocation
Importance: By
focusing on key accounts, you can allocate resources more effectively, ensuring
that your efforts are directed where they will have the most impact.
Approach:
- Resource Prioritisation: Invest time, effort, and resources into
accounts with the highest potential return.
- ROI Analysis: Regularly assess the return on
investment for your key account activities and adjust strategies as
needed.
10. Driving
Innovation and Improvement
Importance: Working
closely with key accounts provides valuable insights into market trends and
client needs, driving innovation and improvement.
Approach:
- Client Insights: Use feedback from key accounts to drive
product development and process improvements.
- Collaborative Innovation: Engage key accounts in collaborative
projects to co-create solutions and drive innovation.
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