Module 4

This course enables the team to gain a superior understanding of your customers' buying processes. They aim to maximise account penetration by learning how to analyse your competitive position and plan an effective strategy. We will train the graduates how to uncover and influence decision-making criteria more effectively, and assist to develop strategies to influence key decision-makers.

 OBJECTIVES:

By the end of the course participants will be able to:

• Outline the role and accountabilities of the key account manager.
• Develop a strategic approach to managing your most important accounts.
• Understand the different structures of organisations.
• Develop relationships with multiple contacts.
• Outline the influencers and recommenders.
• Block exit and entry barriers of competitors.

CONTENT:

Identifying the role of the Key Account Manager

• Accountabilities.
• Responsibilities.
• Skills; knowledge.

Targeting and planning for success

• Account plan - from strategy to tactics.
• Building 'entry barriers' for competitors.
• Unlocking your competitors' star accounts.

Pipeline management and account development

• Pipeline measurement tools.
• Time metrics benchmarks.
• Time management and business development.
• Managing requests for proposalsg.

Strategies to conquer Decision Making Units

• How to identify the main players.
• Profiling their criteria for decision making.
• How to discover and understand their hidden agendas.
• Defining and implementing an access strategy.
• The keys to effective networking.
• Building effective relationships.

Managing strategic accounts

• How to organise a strategic account team.
• Defining:
  • Objectives
  • Strategic milestones
  • Communication processes
• Gaining loyalty and commitment internally.
• Preparing for category management.