How to Develop Your Key Accounts

This workshop covers the essential knowledge needed to select the right key accounts in which to invest your resources. It identifies the optimal strategies through which key business can be won, protected and grown, and enables development of a strategic plan of action for implementation by all who interface with the key account.

You will form a clear understanding of the steps needed to protect and grow your key business. You will also learn how to successfully target and win new key customers. You will clearly understand your strengths and weaknesses in servicing the account and be able to plan effective internal and external strategies, and sales action plans.

Your organisation will have a better-directed sales resource in order to develop and protect relationships with key accounts and as a consequence increase key account profitability.

New and experienced key account managers who want to evolve a proactive structured approach to maximising business from their major customers will benefit from this workshop, as will sales managers and directors who wish to evolve their team’s approach for effective key account development.

• The critical decision, what level of relationship do we want?
• A model with objectively identifies the key account and the most effective strategy.
• How to develop lock-in strategies.
• Issues to manage within your organization.
• Developing the plan to influence others both inside and outside the key account.
• Measuring the tangible perceptions of the key players.
• Prioritising key accounts.
• The key account methodology.
• Customer value and differentiation.
• Traditional selling vs KAM development.

The training course is designed around key account management strategies and the key account planning system. Delegates will be given the opportunity to apply the planning system to one of their key accounts to create an action plan to move the account forward, and review a case study as a group exercise.