PROGRAM : Key Account Management
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INTRODUCTION
There is a saying: “It costs five times more to get a new account than to keep one.” This maxim holds truth especially when we are operating in a very competitive environment;, and where companies are finding ways to reduce selling costs. It is with this purpose in mind that this programme has been designed to help companies to manage their key accounts effectively before it is lost to the competition. It is without a doubt that competition is fast becoming fierce everyday – just ask any sales personnel. The only way is to consolidate your account position by managing them and in the process, you will not only get to receive repeat sales but new ones in the process.
The days of merely maintaining the account is over. Sales personnel must learn to manage them well in order that the customers continue to come back again and again to do business with the seller; and that is the difference – managing and not maintaining!
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METHODOLOGY
To ensure that participants receive maximum benefit from the programme, participants will be provided with certain worksheets which will act as a guide to the understanding of the programme. These worksheets are specially designed to provide a flow leading to the objective of the course.
Video shows will also be screened in order to amplify substance of certain modules.
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WHO SHOULD ATTEND?
Directors of marketing, Director of sales, Marketing Managers, Sales Managers, Marketing executives, Sales Executives, Sole proprietors, Business Development personnel
OBJECTIVES
At the end of the course, participants will be able to:
• Identify key accounts to target for managing.
• Understand the process of managing the account.
• Obtain referrals for new businesses, if any.
• Develop a relationship-building plan – bonding techniques.
• Conduct effective sales meetings relating to managing of key accounts.
• The application of certain forms that will assist effective
management of key accounts.
COURSE CONTENT
•“After the sales, now what?”
•The importance of account management in a competitive
environment.
•Marketing definition of your business
•Know the difference of “marketing” and “sales”. What is your
role?
•The disease in account management: “COMPLACENCY”.
COURSE CONTENT
Module 1
The Value Chain Of Your Organisation
(Group exercise included)
•Are you well supported in servicing your clients? Applying
the value chain to determine the “red” spots in your
organisation.
•The SWOT analysis of your service ability to your clients.
(Video screening included)
Module 2
The Buying Team
•Who’s who in the buying team of your client.
•Be aware of what your buyer wants.
•Developing a relationship with your buyer.
•Know the forces that will affect a buyer’s performance
•Using the “Account Profile” form.
Module 3
Negotiation-selling strategy(Case studies included)
•The 4 characteristics of effective sales negotiators
•Understanding basic sales negotiation principles
•The importance of “negotiation follow-through”.
•Are you prepared to negotiate for a renewed contract?
•Sell your unique factors.
•Listing your value-added support services.
•Understanding Buyer’s Power.
•Understanding Seller’s Power – you are the salesman. Do you
know what it takes to sell and maintain an account?
Module 4
Developing a Relation-building Plan(Real live examples will be shown how such planning brought in sales even during tough times)
“Touching the souls” of your customers.
The 5 types of sales relationship – which one are you?
The 5 types of salesman – which one are you?
Workshop: Developing a monthly relationship-building plan.
Know some customer bonding techniques.
Applying the Critical Success Plan (CSP).
Module 5
Manage the Account
•Objectives of managing the account
•Listing down accounts that deserves your attention in the next
12 months.
•Type of communication with the account.
•Your call objectives for managing the account.
•What is your call plan when you call on your customers.
•Account Review Meeting – what are you supposed to do?
•Applying the Account Action Plan.
•Applying the Account Progress Report.
Module 6
Control and Measuring Success
•Applying the Weekly Planner.
•Applying the Daily Sales Report.
•Applying the Customer Purchase Ledger.
•Applying the Account Business Plan.
Module 7
Managing Service BreakdownConclusion
•Self-analysis: How Do You Score On Service?
•Applying the 6-step formula to service recovery.
•Case Study: British Airways
COURSE TRAINER
Mr. Billy Ong
Associate Trainer
COURSE FEES
| In-House Course Fee : | Call 6016-216 1383 (Mr. Jimmy Ong) or Fill in Inhouse Request Form |
Inhouse Request Form |
| Public Course fee: | To Be Advised | Public Course Registration |
| Date/s : | TBA (2 Days Program) | |
| Time : | 9am – 5 pm daily | |
| Venue : | In House/Hotel/TNI Centre |