Table of Contents
Brief overview
In the “Key Accounts” training module, participants will delve into the art of strategic Key Account Management to retain and grow business with their dedicated customers. This training empowers commercial team members, including Key Account Managers and Sales Representatives, to nurture valuable customer relationships and drive sustainable growth. Through interactive workshops and collaborative strategies, participants will master the skills to navigate complex customer needs, foster loyalty, and maximize account potential.
Duration and timeline
- Typical duration: 2 days
- Tailored duration: This "Key Accounts" training module can be tailored to meet your needs.
Objectives
- Understand the strategic significance of Key Account Management and its impact on long-term business success.
- Learn how to identify and prioritize key accounts based on their value and growth potential.
- Develop effective strategies to cultivate strong relationships, tailored to the unique needs of each key account.
- Document and articulate Key Account Teams via Account Plans
- Gain insights into negotiation techniques, contract renewals, and expansion opportunities within key accounts.
- Practice key account reviews through ongoing sound boarding.
Course content
Participants will explore the fundamentals of strategic Key Account Management, including objectives, segmentation, targeting, and positioning. They will learn how to identify key accounts that drive significant value and how to allocate resources effectively.
Understanding the customer journey within key accounts is essential for successful account management. Participants will learn how to map touchpoints, anticipate needs, and proactively address challenges, fostering long-term loyalty.
Building on a deep understanding of customer needs, participants will discover strategies to tailor their interactions with key accounts. Through case studies and interactive discussions, they will practice creating personalized engagement plans that resonate with each account’s objectives.
Managing Decision Making Units (DMU) and Decision Making Processes (DMP) are crucial to take the right decisions and bring the right opportunities to closing.
Unlocking growth within key accounts requires a proactive approach. Participants will delve into techniques to identify upselling and cross-selling opportunities, ensuring sustained growth and maximizing account value.
Effective negotiation is critical in key account management. Participants will align defined account strategies towards negotiation strategies to maintain favorable terms, renew contracts, and explore upselling opportunities while preserving customer satisfaction.
Building a tailor-made and well-structured commercial account plan is a must. This strategic document serves as a roadmap, guiding businesses in nurturing relationships with clients and fostering sustainable growth. It supports the creation and help to lead internal teams towards common objectives.
Outcomes
- Enhanced retention and growth within key accounts.
- Strengthened customer relationships and loyalty.
- Improved negotiation and upselling skills.
- Aligned account management strategies with customer needs.
- Protected and/or Increased revenue generation through strategic account planning.
- Strong Account Management culture supported by Account Plan and Account reviews governance
Who should attend
- Key Account Managers aiming to refine their strategies for sustainable customer growth.
- Sales Representatives keen to strengthen their customer and territory engagement skills and support key account development.
- Business Development Professionals seeking to expand their understanding of key account dynamics and strategic growth.
- Marketing Teams wanting to align their efforts with key account strategies to enhance customer satisfaction.
- Sales Support Teams aiming to assist key account managers in their efforts to drive growth and retention.