Target Audience

National Account Managers and Key Account Managers who are in the process of developing their careers to Commercial Account Management.

Purpose

This Programme delivers all aspects of National Account Management that the newly appointed National Account Manager ,National Account Executive or Key Account Manager requires in today’s extremely competitive market place. It explains and demonstrates how to manage the negotiation process from planning to the close. It covers all of the business management techniques required to develop the long term relationship with the major customer and deliver business plan goals for your company.

Programme Content

• The role of the National Account Manager
• Responsibilities and accountabilities.
• The business mission linked to the strategic and tactical business account plan
• The negotiation process and techniques
• The “See-Saw” process
• The concession planning process
• The “concession giving” technique
• The control of the business interview linked to the planning process
• Setting clear objectives and achieving them.
• The competition and the competitor analysis process
• The business plan and the customer’s business plan
• Instant role play sessions
• Evening self- study exercise
• Post-course action plan

Methodology

This two day workshop sets the parameters for the National Account Manager. It covers all of the skills needed to deliver business objectives. It outlines a proven structured approach to the planning and delivery of the business interview and the negotiation process both through a blend of lecture led sessions, practical case studies and exercises.

Outcomes

Delegates will become competent in their ability to use negotiation techniques to deliver business objectives. Delegates will also gain a full understanding of theoretical and practical approaches in order to enhance both their business needs and their own personal performance.