Course details

Overview ?

Why Choose this Course?

This five-day course will show you how to adopt a practical approach to planning, analysing and implementing a closer relationship with your strategic accounts and defend profitable customers against hungry competitors. This seminar looks beyond the traditional view of sales and marketing as a management activity focused on generating revenue from satisfied customers and dwell deeper into the web of relationships that surrounds organizations and how they operate within this network in order to be successful. It focuses on the development of mutually beneficial relationships with an organization’s stakeholders, explores the tactics and strategies used to develop or improve the image and reputation of an organization, and examines the principles of customer acquisition and retention.

Major highlights of the course:

Understand customers better and how longer term relationships can add value to organisations
Acquire the tools and techniques necessary in developing client relationships to strategically benefit you and the organisation
Gain an appreciation of key & strategic accounts and increasing confidence in managing these
Deploy the marketing mix to think – and act - cohesively and focuses the resources appropriately in the development of key accounts
Generate an understanding of the total process of relationship marketing and strategic market planning

What are the Goals?

By the end of this programme participants will be able to:

Create and nurture sustainable accounts relationships that maximize annual revenue and accounts retention
Understand the principles of strategic accounts management and the importance of major growth customers
Evaluate methods to defend key accounts against competitors & the importance of keeping relationship fresh through an accounts plan
Analyse organisations’ current relationship marketing strategies & make right decisions when deploying limited resources to achieve the best returns
Generate recommendations for improving & embedding a relationship marketing orientation through appropriate strategies & techniques

Who is this Course for?

This course is suitable to a wide range of professionals but will greatly benefit:

Aspiring and new accounts professionals aiming to develop their planning and customer management skills
Existing accounts professionals who wish to augment their current knowledge and skills in this area.
Other professionals involved in accounts management & client development such as:
- Accounts professionals
- Client service professionals
- Sales professionals
- Marketing and product professionals
- Business development professionals

How will this be Presented?

Learning and teaching within this seminar will be based on a series of mixed-mode lecturer-facilitation and seminar work in a workshop style. The intention is to explore the concepts of accounts management and client development in depth, applying lecture content in a practical context. Frequent use will be made of student-led discussions to encourage the application of learning, communication skills, and group work.

The Course Content

Day One

Developing a Client

Course overview and learning objectives
Understanding your organisation and how it thinks about account management
Marketing and the relationship with client development
Planning and managing the meeting
Developing clients as part of a team
Reducing the gestation period of sales

Day Two

Client Based Strategy

The logic of a sales strategy
Writing clear and objective proposals
Market based strategies
How to present your money offer in an attractive way
Simple strategies for immediate gain
Develop yourself as a product

Day Three

Understanding Key Accounts

The role of the key account manager
Basics of long term relationships
Key account planning: analysis of the key account
Analysis of the competition

Day Four

Processes of Account Management

Planning your process for effective account management
Developing a strategy for your customer base
Strategies to assist with key account planning
Managing the key account relationship and relationship marketing
Establishing your own internal and external networks
Building client relationships that last

Day Five

Critical issues for Long Term Success

Partnering with key accounts and insights to Strategic Account Management
Global account management
Strategic market planning
Differentiating yourself
Course review and participant feedback

Day 1

Day 2

Day 3

Day 4

Day 5

Training Methodology

Key Accounts Management & Client Development

Course details

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