Monday 27 July 2020

• Duration: One Week
• City: Madrid
• Fees: 3900 GBP

Introduction

This Course is designed for:

Marketing and sales professionals, corporate executives, advertising managers, business development managers, sales personnel and others who are involved in commercial activities at all levels of the organisation.

Objectives

• Define the key account management’s primary functions and best practices.
• Identify the significance of re-defining businesses processes to match the ever-changing market and customer needs.
• Produce clear deals and marketing differentiators to neutralise competition (value-based proposition).
• Plan and use financial ratios and KPIs to measure their operations’ effectiveness.
• Use leadership, negotiation and power proposals to leverage their business and lead the national key account team.

Course Outline

Day 1

Key Account (KA) Management: Overview and Best Practices

• Key Account Management: An Overview.
• The New Landscape of Account Management.
• Comprehending the Buy-Sell Ladder Model.
• Key Account Analysis and Qualifying.
• The Key Account Manager as a Business Developer.
• Comprehending and Working the Customer Loyalty Ladder.
• Building Client Chemistry with F.O.R.M.

Day 2

 The Business and KA Planning Process using the STAR Business Planning Process:

• Strategic Analysis.
• Targets and Goals.
• Reality Check.

Re-Defining Your Processes for Breakthrough Results

• Reengineering Your Team Selling Process to Avoid Mistaking Motion for Action.
• Auditing the Selling Process.
• Identifying your Unique Selling Propositions (USPs) and Distinctive Selling Points (DSPs).
• Creating a Competitive Analysis Matrix Using USP and DSP to Neutralise Competition.
• Designing and Implementing Key Performance Indicators.
• Creating a Balanced Scorecard (Business Performance Audit).

Day 3

 Powerful Negotiation Skills

• The Definition of Negotiation.
• The Difference Between Persuading and Negotiating.
• The Negotiation Process.
• The Phases of the Purchasing Decision.
• Influencing Decision Criteria.
• Effective Concession Management During Negotiation.
• Completing Your Negotiation Plan.

Day 4

 Building and Leading the National Key Account Team

• Stages in Team Formation.
• Building a High-Performance Team.
• Defining Team Roles.
• The Team Motivation Mix.
• Management versus Leadership.
• Practices of Exemplary Leaders (Industry Practices).

Day 5

 Writing Business Proposals that Sell

• Writing a Typical Business Proposal.
• Formatting Tips and Tricks for Winning Proposals.
• Creating Your Own Proposal Template Using a Suggested Proposal Format Guide.