Advanced Key Account Management and Business Development

Courses Syllabus

Introduction

This program 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 organization.

Objectives

• Define the key account management’s main functions and best practices.
• Recognize the importance of re-defining businesses processes to match the ever changing market and customer requirements.
• Produce clear sales and marketing differentiators to neutralize competition (value-based proposition).
• Design 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.

Content

Key Account (KA) Management: Overview and Best Practices

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

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

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

Re-Defining Your Processes for Breakthrough Results

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

Effective 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

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)

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