Purpose
Strategic Account Management and Business Development focuses on educating sales professionals to maximize their performance with current clients while expanding their client base and gaining new clients. Long-term, profitable business outcomes depend on the ability to maximize account penetration and influence the buying decision. Long-term organizational growth and profitability depend on the ability to recognize new opportunities and turn them into new income streams. This training imparts the skills and knowledge necessary for long-term account success, growth, and retention.
Target Audience
Professionals engaging in commercial activities at all levels of the firm, including corporate leaders, advertising managers, business development managers, sales staff, and others.
Duration: 5 Days
Objectives
- Describe the important roles and best practices for critical account management.
- Appreciate the need of updating business procedures to take into account the needs of a market and client base that are always evolving.
- To eliminate competition, create distinct sales and marketing strategies (value-based proposition).
- Create and apply KPIs and financial ratios to gauge the efficiency of their operations.
- Lead the national key account team by leveraging their company through negotiation, power offers, and leadership.
Program Outline
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 Process Using 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