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Key account management - Two day programme

NOTE: All AER Training courses are tailored to meet specific training requirements so the following sample outline is for example purposes only.

Course description

To win in today’s market, organisations need to improve and/or maintain relationships with their key customers, rapidly grow sales, manage high-level sales calls and successfully negotiate and close deals.

A critical need is to move the traditional focus from selling individual products and services to building relationships and offering solutions.

This programme has been designed to maximise the effectiveness of the Account Managers to achieve the vision and sales strategy set by the business. It will offer the skills, processes and motivation to drive sales for the business.

The Workshop will look at why it’s important to follow a Key Account Management sales strategy.  In general, Pareto’s 80:20 rule will hold true; i.e. whether it is in revenue or profit, 20% of customers generally produce 80% of revenues, so ensuring that we retain these important customers by building successful and effective business relationships with them, is key to success.

Developing capabilities in account research, strategic planning, networking and the management of multiple relationships will create a framework for success.

Who does the course suit?

Any person new to the Account Management role and/or those with account management responsibilities wishing to develop & improve their skills & techniques

During of the Workshop participants will develop an account plan for one or more of their accounts with review and feedback from their colleagues. It is important therefore that delegates bring the details with them for the accounts they wish to work on during the day.

What will delegates gain from the course?

On completion of this workshop you will be able to:

  • Identify the success factors for key account strategic selling
  • Build relationships with key stakeholders
  • Plan and implement targeted key account business plans
  • Identify your personal interaction style ; be able to assess your preferred style - and the behaviours of the key personnel in your accounts – and adapt your style to meet their buying style and process
  • Recognise the importance of creating a multi-level contact approach with your target Key Accounts
  • Understand how to maximise potential business opportunities
  • Realise the importance of developing the Customer Relationship towards a partnership basis - and managing it as such

Course Outline

Day 1

9.30 - 10.00 Coffee, Welcome, Introductions & Course Objectives

Understanding effective account management
(Brief delegate exercise looking at the ‘Key Account Approach’ and the 3 key areas of successful Account Management).

13.00 - 13.45 Lunch Break

Evaluating accounts and identifying opportunities

The need for planning - The why, what and how of planning
Why does it matter?
What's involved and how do we plan effectively?

Approaching the customer and building customer relationships
Understanding personality
Effective communication skills and buildling rapport

Establishing needs
Identifying hidden needs and understanding customer priorities
The roles we play

Day 2

Review of day one

The decision making unit

Developing your plan
The planning process at both tactical and strategic levels
Delegate exercise

The appointment
Structuring the sale (delegate exercise)
Effective sales presentation techniques
Advancing the sale - measuring progress in the sale

13.00 - 13.45 Lunch break

Overcoming sales resistance and handling objections effectively

Effective closing and negotiation techniques

Ongoing customer service
Next steps, keeping in contact record keeping and account tracking

Putting it all together - Planning the accounts
Delegate exercise: Account planning practical exercise, including specific action plans and presentation of individual account plans and review.

16.30 - 16.45 Workshop summary, review of key learning, personal action plans and close.

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