Spearhead Training > Sales > Key Account Management

Key Account Management
Building business partnerships

This course is for those who require account management training in order to develop and manage accounts professionally. 

Todays Key Account Manager needs a clearly defined, timely and dynamic approach to the planning process not just for the present but especially for the future. This account management training programme offers an insight into the key strategic and operational processes as well as the marketing principles that will enable delegates to understand the importance of getting the strategy right.  

Programme Contents
The Role of a Successful Key Account Manager
An Introduction to Basic Management Principles
The Ladder of Goodwill
Why Customers Buy
- Increase/Reduce Theory
Situational Analysis
Preparing Your Strategy
- Strategic Thinking and Strategic Planning
- Strategic Goals
- Operational Objectives and How to Achieve Them
- Developing Initiatives
Implementation, Planning and Account Penetration
- Closing the Gap, Individual Gap Analysis
- Stepping Stones to Implementation
- Measuring Progress Against Objectives
- Gantt Charts
- Responsibility and Involvement Matrix
Understanding the Marketing Process
- What is Marketing?
- Marketing Mix and Selling
- Some of the Key Initiatives and Principles
- Bringing It All Together
Managing Buyer Relationships
- How and Why People are Influenced by Different Factors
- Causes of Stress
- What Motivates People
Designing and Presenting Winning Proposals
The Benefits of a Well Managed Meeting
- A Meetings Model
- Key Roles
- Use Your Agenda to Your Advantage
- Setting Priorities for Client Meetings
Case Studies and Syndicate Exercises

Description of Course

The programme focuses on developing a strategy to manage and develop a key account. This leads to looking at the operational processes required to ensure effective account management to achieve good working relationships between both parties. The course takes delegates from the start of the relationship through to managing existing accounts and identifies ways that the relationship can be developed with a view to increasing sales. Techniques for increasing the penetration throughout the depth and breadth of the account are covered. In addition the key issues of proposals, handing meetings, negotiation, building buyer needs and understanding emotional influencers which motivate people to buy for different reasons are examined and discussed. The course is practical in nature and includes numerous exercises to give delegates the opportunity to reflect on how the material relates to their accounts and to formulate actions that they can carry out in order to achieve successful account management.

3 Days - Residential
Additional Course Information

Delegate spaces available on the following course dates:

Date: 11th August » 13th August, 2008
Venue: Daventry Hotel, Northamptonshire
Brochure Price: £1495.00
Online Price: £1,495.00 (Places Available)

Date: 29th October » 31st October, 2008
Venue: Daventry Hotel, Northamptonshire
Brochure Price: £1495.00
Online Price: £1,495.00 (Places Available)

Fee includes course materials, use of video and other training equipment as required. Lunch and light refreshments are also included. Prepared key topic notes for delegates' future reference are provided. The number of delegates attending each course is limited in order to ensure individual participation.

Delegates participate in evening syndicate exercises and are therefore expected to stay in the hotel during the course. The course fee does not include the delegate's overnight accommodation costs.

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