Managing Key Accounts - Planning a Strategy
Managing key account relationships
Course Ref: 0825 | CPD Hours: 7 | Price: £ 499(exc. VAT) | Member Price: £ 449.10(exc. VAT)
Price includes morning coffee, lunch, afternoon tea and all course materials.
Click the venue name for location details. Venue will be confirmed on joining.
We can also train a group, or customise a training course to your specific needs. Please email us for further information.
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Start Date
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End Date
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Venue
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24/07/2008
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24/07/2008
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London
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07/10/2008
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07/10/2008
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London
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11/12/2008
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11/12/2008
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London
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This workshop will provide you with a clear understanding of the considerations that underpin the development of a robust and effective plan to develop the relationship with a key account. This will enable development of a strategic plan of action for implementation by all who interface with the key account.
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.
You will develop a planning process and framework to guide you as you develop the most appropriate strategic approach to gain the most from your key accounts. The structure provided will support communications both internally and with the key account, and reduce the intangibility of relationship management.
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Describe the precise nature of relationship desired with a key account
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Define the ‘position’ that will differentiate your proposition from your competition and protect long term business
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Choose and develop the strategy relevant to achieving the desired relationship
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Analyse the business of the key account to identify further selling opportunities
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Identify all the people within the key account who are relevant to the decision making process and develop strategies to influence them
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Objectively assess the relative ‘desirability’ of different key accounts
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Identify which accounts to invest in, and which to withdraw from
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Differentiate between customer and product profitability
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Enlist the support of colleagues to both develop and implement the plan
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Become the key supplier by implementing the strategic plan
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Develop a plan with defined actions and responsibilities
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Develop tactics to maintain and build relationships in the longer term
The content of this workshop is relevant to all those who are involved in the management of key accounts, both directly and indirectly. The workshop can be used to both inform those new to the role, and to provide further strategic input to those already experienced in key account management.
Practitioner/Manager
All of our marketing training is based on the CIM's Professional Marketing Standards framework, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Please take your time to review our standards framework, if you have not already done so.