Account Management

Building business partnerships

3 Days - Residential

Learn how to manage your key accounts professionally with this definitive account management training course from Spearhead Training.

Ensuring your key accounts are well-managed is essential if maximum profitability is to be achieved. Today’s 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 programme looks at the key strategic and operational processes as well as the marketing principles that will enable delegates to get the account management strategy right and develops the skills needed to do it.

“Good fun and I got a lot from it”

No other account management course gives you more…

Delegate spaces available on the following course dates:

Residential Courses
The course fee includes all course materials, use of video and other training equipment as required. Lunch and light refreshments are included in the fee for all courses of one day, or longer, in duration. 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 at the training venue for the duration of the course. The course fee does not include the delegate's overnight accommodation costs.

 

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

 

What you will get from this course:

• 1. An understanding of key account management strategic principles and practice
• 2. Techniques for achieving your account goals and objectives
• 3. Proven methods for increasing the penetration throughout the depth and breadth of your accounts
• 4. A broader understanding of how people behave and the impact on buying decisions
• 5. A tool kit of practical ideas to manage and develop your key accounts to their full potential
• 6. A Course Certificate
• 7. A CD of up to date self-development and reference materials to reinforce your learning
• 8. On going support via e-train, Spearhead’s scheduled e-communications of additional tips and advice to sustain your motivation and support your personal development when you are back at work
• 9. Access to the Spearhead telephone Help-line so you can get individual post-course support from your tutor when you want it



Description of Course:

This account management training course is one of Spearheads sales training open programmes. It focuses on developing a strategy to allow you to manage and develop a key account and then looks at the operational processes required to ensure effective account management.

From the start of the relationship through to managing existing accounts, the course identifies ways that the relationship can be developed and sales increased. Techniques for improving the depth and breadth of account penetration are covered. The use of proposals, managing account meetings, understanding the motivations of buying behaviour – including the emotional influencers, and building buyers need are all examined through participative discussions and specific exercises.

This is a very practical course. It includes many exercises that challenge delegates to reflect on how the principles taught can be applied to their accounts. Delegates will leave the course with an action plan containing ideas that they can implement to improve their key account management.

Delegates will also learn how to use many of the tools which are important to achieve success. These tools and ideas provide delegates with a focus to grow, maintain and protect accounts in competitive market conditions and demanding expectations.

Many of the key principles of Account management seem straight forward, however application in the real world of these principles requires great skill and application. This course helps to enable implementation of these principles.

The tutors selected to run this course have many years experience and continue to fulfil an account management function. They can readily relate to the challenges faced by people in this role.

The role of an account manager carries a high level of responsibility. This course is therefore a very worthwhile investment. It will help to you to maximise success and business performance whilst avoiding the many potential costly mistakes that be easily made.

We have designed the course to be three days in duration so that all the key elements of the course can be covered sufficiently. This includes provision of individual guidance, feedback and review from the tutor so that delegates leave the course with a clear plan of action for implementation after the training.

In addition, delegates can take advantage of our post course help line to discuss any queries that they have when implementing their post course action plans. This service is provided to help delegates maximise their success following account management training.

You may wish to consider running this account management training course as an in-company course. Details of our approach to in-company training can be found by clicking here.

Testimonials