Account Management and Business Development course

Introduction

Strategic Account Management and Business Development focuses on training Sales Professionals to maximize their results with current clients while developing business and securing new customers. Maximizing account penetration and positively impacting the buying decision is a critical skill that leads to long term, profitable business results. Identifying new opportunities and converting them into additional revenue streams is an expertise that provides for long term organizational growth and prosperity. This course shares the knowledge and tools that lead to long term account growth, retention and success.

Who Should Attend?

Marketing and sales professionals, corporate executives, advertising managers, business development managers, sales personnel and others who are involved in commercial activities at all levels of the organization.

Duration:

5 Days

Objectives

• Define the key account management’s main functions and best practices.
• Recognize the importance of re-defining businesses processes to match the ever changing market and customer requirements.
• Produce clear sales and marketing differentiators to neutralize competition (value-based proposition).
• Design and use financial ratios and KPIs to measure their operations’ effectiveness.
• Use leadership, negotiation and power proposals to leverage their business and lead the national key account team.

Content

Key Account (KA) Management: Overview and Best Practices

• Key Account Management: An Overview
• The New Landscape of Account Management
• Understanding the Buy-Sell Ladder Model
• Key Account Analysis and Qualifying
• The Key Account Manager as a Business Developer
• Understanding and Working the Customer Loyalty Ladder
• Building Client Chemistry with F.O.R.M

The Business and KA Planning ProcessUsing the STAR Business Planning Process:

• Strategic Analysis
• Targets and Goals
• Activities
• Reality Check

Re-Defining Your Processes for Breakthrough Results

• Reengineering Your Team Selling Process to Avoid Mistaking Motion for Action
• Reviewing the Selling Process
• Identifying your Unique Selling Propositions (USPs) and Distinctive Selling Points (DSPs)
• Creating a Competitive Analysis Matrix Using USP and DSP to Neutralize Competition
• Designing and Implementing Key Performance Indicators
• Creating a Balanced Scorecard (Business Performance Audit)

Effective Negotiation Skills

• The Definition of Negotiation
• The Difference Between Persuading and Negotiating
• The Negotiation Process
• The Phases of the Purchasing Decision
• Influencing Decision Criteria
• Effective Concession Management During Negotiation
• Completing Your Negotiation Plan

Building and Leading the National Key Account Team

• Stages in Team Formation
• Building a High Performance Team
• Defining Team Roles
• The Team Motivation Mix
• Management versus Leadership
• Practices of Exemplary Leaders (Industry Practices)

Writing Business Proposals that Sell

• Writing a Typical Business Proposal
• Formatting Tips and Tricks for Winning Proposals
• Creating Your Own Proposal Template Using a Suggested Proposal Format Guide