KAPIL, HERE IS SOME USEFUL MATERIAL. YOU CAN TAILOR IT TO YOUR REQUIREMENT.
REGARDS
LEO LINGHAM
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KEY ACCOUNT PLANNING/DEVELOPMENT/MANAGEMENT
The purpose of this course:
This workshop will provide you with a clear understanding of the considerations that underpin the development of a robust and effective plan to develop the relationship with a key account. This will enable the development of a strategic plan of action for implementation by all who interface with the key account.
Benefits for your organisation:
Your organisation will have a better-directed sales resource in order to develop and protect relationships with key accounts and, as a consequence, increase key account profitability.
Benefits for you as an individual--KEY ACCOUNT MANAGER
You will develop a planning process and framework to guide you as you develop the most appropriate strategic approach to gain the most from your key accounts. The structure provided will support communications both internally and with the key account, and reduce the intangibility of relationship management.
You will learn how to:
• Describe the precise nature of the relationship desired with a key account
• Define the 'position' that will differentiate your proposition from your competition and protect long-term business
• Choose and develop the strategy relevant to achieving the desired relationship
• Analyse the business of the key account to identify further selling opportunities
• Identify all the people within the key account who are relevant to the decision-making process and develop strategies to influence them
• Objectively assess the relative 'desirability' of different key accounts
• Identify which accounts to invest in, and which to withdraw from
• Differentiate between customer and product profitability
• Enlist the support of colleagues to both develop and implement the plan
• Become the key supplier by implementing the strategic plan
• Develop a plan with defined actions and responsibilities
• Develop tactics to maintain and build relationships in the longer term
Who this course is for:
The content of this workshop is relevant to all those who are involved in the management of key accounts, both directly and indirectly. The workshop can be used to both inform those new to the role and to provide further strategic input to those already experienced in key account management.
WORKSHOPs
1. Define the JOB DESCRIPTION OF A KEY ACCOUNT MANAGER.
2. Define the Role of A KEY ACCOUNT MANAGER IN SALES.
WORKSHOP 1. DISCUSS THE ABOVE LISTED ITEMS.
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3. Define a KEY ACCOUNT of your organization. [direct customer-end user]
4. Define a KEY ACCOUNT of your organization
WORKSHOP 2. Based on your definition, make a list of your own key accounts.
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5. Developing a KEY ACCOUNT profile. [BLUE PRINT]
- key account's operation
- key account's management/organization
- account's buying influences
- account's decision making/makers
WORKSHOP 3. Take one of your top three key accounts and develop a complete KEY ACCOUNT profile.
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6. Conducting a KEY ACCOUNT auditing.
- importance of auditing
- what it involves / the elements involved
- how it is done
- benefits of auditing
- develop a checklist
examples of checklist elements
- sales trends
- business situation with key account
- product sales trend
- pricing
- recent successes/failures
- today's strengths/weaknesses
- business readiness
- business critical issues
- areas for improvements
- opportunities
- threats
- vulnerability
- interpersonal relation
- business relation
- customer relation
- representation
- competitors' strengths [successes]/weaknesses [failures]
etc. etc. [more elements could be considered]
WORKSHOP 4. Take one of your top three key accounts and conduct a complete KEY ACCOUNT audit.
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7. Planning and Developing a KEY ACCOUNTS SALES PLAN.
- setting overall objective/strategy
- setting sales objectives/strategy
- product ranging objectives/strategy
- special product development strategy
- pricing objective/strategy
- discount strategy
- obstacles/strategy for overcoming
- KA's limitations/strategy for overcoming
- potential opportunities in KA
- communication objective/strategy
- representation objective/strategy
- interpersonal relations objective/strategy
- business relations objectives/strategy
- Training for KA staff objectives/strategy
- after-sales support objective/strategy
- customer service objective/strategy
- stock inventory objective/strategy
WORKSHOP 5. Take one of your top three key accounts and develop a complete KEY ACCOUNT sales plan.
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8. DEVELOPING A BUSINESS PARTNERSHIP WITH KEY ACCOUNT.
- Meeting personal needs at all levels in KEY ACCOUNT.
- Meeting organization needs in KEY ACCOUNT.
- Setting common objectives. [mutual objectives]
- developing joint strategies. [mutual strategy]
- developing collaborative tactics. [mutual risks]
- sharing the rewards [mutual rewards of returns]
WORKSHOP 6. Take one of your top three key accounts and develop a complete KEY ACCOUNT partnership plan.
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9. DEVELOPING KEY ACCOUNTS OFFERS
- offers should originate from the KEY ACCOUNT SALES PLAN.
- Quantity based
- Quality based
- probable solution to KEY ACCOUNT's problems.
WORKSHOP 7. Take one of your top three key accounts and develop a complete KEY ACCOUNT offer package.
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10. DEVELOPING PROPOSAL FOR KEY ACCOUNT
Your sales proposals are your basic tool for key account partnership.
It could include
- analysis of current situation
- trend and growth potential
- opportunities
- critical issues
- objectives
- suggested strategy
- tactical action plan
- solutions
- benefits
- advantages over the current situation
- Your support to the KEY ACCOUNT.
WORKSHOP 6. Take one of your top three key accounts and develop a complete KEY ACCOUNT proposal.
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11. DEVELOPING A PERFORMANCE TRACKING SYSTEM.
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12. NEGOTIATION-SELLING
- how to negotiate with the KEY ACCOUNT for a win-win solution.
CLOSE.