Back to Search Results

Training Course Summary:

This programme provides an insight into strategic account planning disciplines and an understanding of what being 'strategic' actually means. It also allows participants to explore where they are in terms of their relationship with their customers and what needs to happen to develop the relationship and achieve the full potential. Participants are encouraged to bring along details of an account/prospect/client so that the skills learned can be applied to a real life situation.

Who Should Attend:

Any Sales Executive or Account Manager involved in complex sales where there may be several people involved in the decision process. It will also apply to anyone selling at Senior Executive level.

Training Course Overview/Content:

Introduction & Objectives

Identifying your goals
• The effect of SMART goals on performance
• Aligning goals to business objectives
• Simple techniques to improve penetration by 10%
• Adapting style to current thinking

Account planning
• Analysing the where you are - past, present and future
• Looking through the eyes of your customer
• SWOT analysis
• Thinking creatively and strategically

Account penetration strategy
• Identifying the 'need gap'
• Covering the bases - ensuring you protect and enhance relationships
• Analysing your client
• Creating an action plan for your key account

Building the relationship
• Characteristics of effective sellers and account managers
• First impressions
• How to communicate effectively
• Positive influence for long term relationships

Finding out
• Exploring what the client really wants
• Appreciative enquiry
• Listening for clues and signals
• Account meetings
• Agenda setting and planning the meeting
• Moving things forward positively and jointly
• Planning joint actions and gaining buy in
• Monitoring success and planning for future growth

Review of Programme