Strategies to grow and protect your most valuable customers
OBJECTIVES AND METHODS
Your company's major accounts are your competitors' major prospects. Your profits depend more on acquiring, developing and protecting major or key accounts than any other single activity. The Key Account Model on this programme is based on the Breakthrough concept of "The Courtroom Approach". This practical model will give people who manage major accounts the all-important edge. They will learn how to position key players and understand the internal politics, how to identify and motivate the "defence and prosecution", and, through accurate client-centred analysis, will be able to call upon, or influence, the total decision-making process.
DELEGATES WILL LEARN
Professional selling today - the skills and qualities needed.
How to make effective presentations.
Advanced questioning skills and how to get beneath the surface to understand the varying needs in a major account.
How to identify and define a "major account" and evaluate the potential.
The difference between selling and account development.
The psychology and politics of organisations and how to handle them effectively.
The principles of "Courtroom Approach" - positioning the decision-making process and making it work for you.
How to analyse the priorities of key individuals and what motivates them to buy.
Effective communications within both own and client companies and how to identify key strengths which will provide strong team selling.
How to set up business partnerships with key client players.
How to change the emphasis of account management skills as the partnership grows and the relationships mature.
Developing relationships that have power and influence