An Overview of the Key Account Management Training Course
This three day workshop is for anyone who is selling in a business to business environment and deals with Major Accounts, which need a different approach compared to other commercial customers. We would emphasise that all our courses are customised and content is added or removed based on a training needs analysis. This is an outline of a three day program and can be run over two days.
The course is broadly divided into two parts: the first is Key Account planning and making sure the right things are happening and that milestones and progress are achieved by doing the right things. The second part covers the skills needed by the sales person to execute the plan and include consultative skills and negotiating.
Workshop Objectives
By the end of the workshop participants will be able to:
- Explain the definition of Key Account Management
- Identify the stages of the Key Account Management process
- Have completed the analysis section for a key account
- Define what communication style you are
- Understand how to determine the communication styles of your Clients
- Have completed a Barrier Analysis on our key client objectives
- Have compiled both commercial and strategic objectives for a Key Account
- Have completed the planning of the key actions to achieve Inova account objectives
- Have compiled an action list of personal and company “Golden Rules’
- Have agreed the communication and personal planning necessary to complete the main key account activities (promotion planning, range reviews)
- Have agreed and planned the skills necessary to manage a customer through the stages of the buying cycle
- Have analysed the preferred communication styles of our clients and drawn conclusions for increased effectiveness
- Have completed an exercise that demonstrates the key principles of negotiating
Workshop Agenda Timeline – Day One
09.00
Introductions, Agenda and Objectives
Personal Expectations and Golden Rule Process
10.00
Key Account Management:
- Why KAM with our accounts?
- The KAM process
- Analysis and Info gaining
- Planning
- Implementation and review
- The Planning Document
Break
11.00
Working Through the Planning Document;
Analysis and Info Gaining:
- Looking at our customers’ business
- Considering our objectives
- The difference between strategic and sales objectives
- Where are we now?
- The RAD Model and its implications/application
- Key contacts and organisational decision making (influence and affiliation analysis)
12.30
Lunch
13.15
Analysis and Info Gaining:
- Personality style analysis and conclusions for our own style and that of the people we meet
- What do we need to do with each style?
14.00
Account Planning:
- SMART objectives
- Barrier analysis
- Consolidating objectives (positioning and use of resources)
15.15
The First Account Exercise – analysis and info gaining:
- Initial customer analysis
- Conclusions and implications
- First action plan
17.30
Our Golden Rules and Close
Workshop Agenda Timeline – Day Two
09.00
Review of Previous Day and Summary of Key Account ‘Golden Rules’
09.30
Implementing the Account Plan:
- Account plan actions
- Communicating the plan – the concept of planning with other resources and departments
- Plan management
- Reviews
- Actions
- Agreeing controls
Assessment and correction of plan
Break
11.00
The Second Account Exercise – implementing the plan:
- The practical use of the tools provided
- Conclusions and implications
- Plan communication
- Conclusions and implications
- Second action plan
12.30
Lunch
13.15
The Key Account Customer:
- What are our customers buying?
- The Customer Buying Cycle (the psychological process large customers go through when making purchasing decisions)
14.30
Break
14.45
Exercise
Making our plan match the buying process
- Mapping the process to our customers
16.00
The Skills of the Key Account Manager
- Key selling skills
- Agreeing your value proposition
- Advance versus continuation
17.30
Our Golden Rules and Close
Workshop Agenda Timeline – Day Three
09.00
Review of Previous 2 Days and Summary of Key Account ‘Golden Rules’
09.30
Sales Negotiating:
- When do we negotiate?
- What negotiations do we get involved in?
- Stages of negotiation
- Planning – our variables / limits
- Creating the environment
- Requirements and Satisfiers
- Bidding
- Concessions
- Reaching agreement / BATNA
10.45
Break
11.00
Sales Negotiating Exercise:
Planning the route to success for your next potential negotiation with your key accounts
12.30
Lunch
13.15
Tools and Templates
- A session to allow the group to put together the most effective planning and execution tools for a primary activity – Managing Promotions
15.00
The Plan Completion:
- Defining actions to achieve objectives
- Time frames and review process
- From plan to my system
- Sales people actions and review dates
15.45
Break
16.00
Bringing it all Together:
- Sales presentations
- Golden rule summary
- Company actions and who
- Management actions
- Summary and close
17.30
Close
Talk to us about developing a program tailored to your needs:
Prosell has resources to deliver training programs across Australia;
covering Sydney, Melbourne, Brisbane, Perth, Adelaide, Canberra and internationally.
