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COURSES

Key Account Selling and Management

Structure Duration 2 Day (9am – 5pm)
Trainer Mohan Kuruvilla
Commencement Date 27-28 May 2014
26-27 Aug 2014
04-05 Nov 2014
FEES S$727.60* (including GST)
* Members enjoy a 15% discount before GST
SDF GRANT Pre-approved SDF Funding for All Companies

 

Introduction

Key account management and the development of key accounts are critical to an organisation’s success or failure. It is the larger order or longer-term contract that can smooth out cash flow and create significant profit potential. Multiple relationship management, networking and strategic planning are all crucial skills to maximise and maintain the potential of key accounts.

This workshop provides you with practical and effective strategies to ensure that key account relationships are nurtured into highly valued partnerships. A strong focus will be placed on strategic planning and the skills needed to protect key accounts from competitor attack. Delegates will leave this course with a plan that will allow them to achieve all of the above.

Objectives

  • Complete a successful transition into the key account manager’s role
  • Construct and implement clear strategic plans to consolidate your key account relationships and gain valuable new and repeat business
  • Recognise and deal effectively with competitor threats
  • Use effective skills to persuade and motivate the key buyers, influencers and decision-makers
  • Select the most appropriate approach to secure increased and profitable business from your key accounts
  • Building strong personal links with all the key individuals in your major accounts and turn relationships into long term partnerships
  • Respect, reassure and motivate the key personnel charged with servicing and supporting your major accounts
     

Target Audience

Key account executives, key account managers and those who are progressing into a key account management role for the first time or those who have limited experience in managing accounts. Fundamental sales skills are assumed and will not be covered on this course.

Curriculum

Account Management

  • The profile of a key account
  • Selling and account management - the difference
  • Your role and responsibilities
  • Prioritising - Who are the key accounts?

Customers Profile and Position

  • Investment versus return - get your priorities right
  • Assess your strengths, weaknesses and unique advantages

Planning a Key Account Strategy

  • Defining potential of each account
  • How to develop a key account over the long-term
  • Recognising threats and dealing with them
  • Setting specific goals and objectives

Relationship Management

  • Understanding the organisational structure of your account
  • Influencing and negotiating with multiple contacts
  • Networking within your account

From Relationship to Partnership

  • Strengthening the relationship through regular contact
  • Alliances across an organisation to maintain preferred supplier status
  • Constructing strategic service level agreements

Teamwork to Support Key Accounts

  • Planning how to support your key accounts
  • Identifying and overcoming internal barriers that prevent quality support
  • Ensuring all support staff play a key role in servicing your major accounts
  • What to expect of customer service staff
  • Motivating staff within a positive team culture
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Management Development Institute of Singapore
Reg. No. 201001793H
20 May 2014 to 19 May 2018
             
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