Target Audience

This programme is for sales executives needing to identify and develop the potential of key customers within their territory, or who are managing their first portfolio of key accounts. It is also aimed at executives who support a Business Account Manager handling major accounts.

Purpose

The programme will equip developing sales executives with the essential knowledge skills and attitudes to make the transition into key account management

Programme Contents

• Benchmarking and consolidation of present skills
• The role and responsibilities of “key customer handlers”
• Identifying key customers
• Work load prioritisation
• Managing Customer Data
• Understanding Customer strategies
• The Eight Steps of Account Management
• “The 4 P’s” - Product, Place, Promotion and Price
• “The Ten Steps of the Key Customer Call”
• Devising viable customer plans
• Sales and expenditure forecasting
• Preparing the business meeting.
• Key Skills in meeting control
• Negotiation Techniques.
• Valuing concessions.
• Monitoring customer plans – Call reports, store checks.
• Post Course Assessment

Methodology

Group sessions supplemented by individual coaching provide a practical learning format that readily adapts into the role on return.

Outcomes

Delegates will learn how to analyse business opportunities, how to construct viable account plans and manage their business strategically; and how to present and negotiate successful outcomes in Key Customer Meetings.