Managing key accounts is very different from day to day sales. To be successful, Key Account Managers need to hone their ability to think strategically. They have to become part of your client’s winning team and their input is vital as they provide a helicopter view of the client’s market position, competition, direction, aims and goals. They should know what was hoped for when buying decisions were made and it is their responsibility to ensure that those decisions translates out in their entirety when working with the division heads and purchasers who may have entirely different agendas. Key Account Managers should be ‘key’ not only to you but to your clients too.
What will Delegates Get from the Course?
- An in depth understanding of what makes an exceptional Key Account Manager.
- The confidence to approach clients in a more professional manner.
- The ability to build stronger and more genuine business relationships.
- An understanding of how to anticipate clients’ needs in order to eliminate the competition.
- An ability to use behaviour patterns to build rapport and strengthen rapport.
- Superior communication skills.
- Questioning techniques that prompt the client to take action.
- A clear understanding of what drives successful businesses and how they can use that information to consolidate their influence within Key Accounts.
What Will They Learn?
- What is a Key Account Manager and what should a Key Account Manager do?
- Strategic planning – Why account manage/key information and how to use it/critical success factors/ the customer’s reality and priorities.
- Understanding and influencing decision making units.
- How to build a virtual network and consolidate future business.
- Setting effective objectives.
- How to diagnose in order to sell solutions.
- How to persuade without alienating.
- Techniques for anticipating, avoiding and overcoming price resistance.
- Advanced communication techniques.
- Listening and maximising on opportunities.
- Understanding and influencing behaviour patterns.
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