Key Accounts Management

Course details

This intensive course examines in detail how to mange and develop key accounts and customer relationships effectively by taking the essential elements of the best practices in account management apart and then building them up again in a very practical format. The process enables Account Managers to focus, refine and direct their service portfolio into long lasting and profitable business relationships.

Course Objectives:

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

• Create a realistic and practical, account management plan - effective for up to two years and professional services specific
• Understand client perspectives and priorities within the service sector
• Increase productivity by focusing on specific elements and objectives
• Reassess business development opportunities and revenue contributors
• Build a client joint venture based on mutual advantage and the value of intangibles
• Understand the financial implications of both investment and profitability

Course Outline:

Assessing the Data

• Analyzing the current situation with your account
• Considering issues from the client's perspective
• Taking a position from your company's point of view
• Developing an effective use of commercial information

Establishing the Tactical Domain

• Identifying the focus of activity and how to raise the value of your service profile
• Assessing where major areas of impact can best be addressed
• Ranking commercial priorities and how to achieve progress
• Examining competitor activity from the client's viewpoint

Appraising the Business Position

• Identifying the main business drivers within your client and recognizing your value against those drivers
• Considering directional changes within the focus of activity
• Assessing potential opportunities within the focus of activity
• Analyzing your strengths and the perceived value of intangibles

Building the Strategy

• Developing a clear, concise and client-focused mission statement
• Establishing client specific, achievable goals and objectives
• Determining investment decision priorities within the focus of activity
• Assessing realistic and profitable revenue targets as a professional service