The rapid changes within business environments over the last few years has meant that selling to a single decision-maker is often not enough to ensure success. There are now more people getting involved in the decision making process, with more diverse business and personal needs, than ever before. The need is to identify all those involved in the decision making process, and proactively manage the account to ensure sales opportunities are maximised.

 

However, basic selling skills are simply not enough. Individuals must be commercially competent people who can assess the state of a business relationship, and who can plan, organise and implement creative sales strategies in order to achieve partnership status.

 

Key Account Planning:

• Focuses on the planning process to maximise sales from major accounts

• Examines the information needed to plan effectively, and outlines a planning process which utilises all available information

• Enables creative approaches to be found to increase sales opportunities

• Enables proactive management of the decision-making matrix in an account

• Helps to build and improve long-standing business relationships

 

Contents·

• Identifying and assessing the impact of Key Accounts

• Organising account management within the business plan

• Assessing customer needs - personal and business oriented

• Developing customer needs

• Obtaining appropriate information - different questioning techniques

• Assessing and developing business relationships

• Identifying decision-makers, influencers and other decision making roles in accounts

• Managing the decision-making matrix

• Analysing the account

• Strategic planning to maximise account potential

  • preferred supply vs strategic alliance vs partnership

• Tactical planning to achieve strategic aims

• Action Plans to implement on territory

  • use of other company resources

 

Format

The programme consists of an intensive, two-day, interactive workshop by the end of which delegates will have constructed a single account plan using the process, based upon one of their own accounts. Thus the participants have a worked-through strategy to take away with them and apply straight away, as well as a process and techniques to apply to other accounts on their territories. At the end of the training workshops literature is also given to the delegates to describe the most common account scenarios with typical example strategies and plans.

Maximum group size: 8

 

Participants

This programme is designed for territory managers with a basic level of sales experience (minimum six to twelve months), who are ready to take on a longer-term approach to key accounts where business potential is high and not yet fully realised.