Key Account Management
Course Aims:
Existing customers are the most important value stream for most organisations. This course will help delegates establish a proactive approach with major clients so that they are managing the account for the long term benefit of the business.
Course Objectives:
At the end of this course delegates will be able to:
- Use business development skills for gaining entry to potential new clients.
- Build long-term relationships at all levels within clients’ organisations.
- Use negotiation skills to persuade, influence and grow existing accounts.
- Develop networking skills to grow existing client base.
- Develop the ability to manage multiple relationships with equally high levels of service.
Duration/Location:
- 2 days/In house or consultant facilitated virtual course / online training session(s)
Course Contents:
- Role of key account management
- Recognising which customers are key accounts
- Stages of key account management
- Measuring key account profitability
- The value of planning
- Pareto analysis of accounts
- Client environmental scan
- Understanding the competition
- Identifying opportunities for developing business
- Psychology of buying
- Using personal preferences to understand behaviour – yours and the clients
- Techniques for building rapport
- Recognising where power and influence lie
- Developing an influencing map
- Pyramid of influence –influencing techniques to change behaviour
- The competitive differentiator
- Setting a client experience proposition
- Identifying ‘touch points’
- Managing touch points for an amazing client experience
- Preventing issues arising
- Practical tools for conflict resolution
- Dealing with complaints
- Transferring learning back to the workplace
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