Key Account Management: Profitable Customer Relationships
Classroom based course with study materials, lecturer support and CPD Hours included
London Training For Excellence
Summary
- Tutor is available to students
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Overview
Description
Module 1 - Changing sales environment
- What is key account management?
- Decline of the middle
- Price/Quality pressures
- Customer expectations
Module 2 - It\'s all about relationships
- Relationship marketing and selling
- Building value into the sale for all customer levels
- Different tasks-different skills (partnering, negotiations, identifying account desires)
- Creative approaches to key account management
- The importance of getting partnering right: relationship assessment
Module 3 - Managing complex sales situations
- Managing the long selling cycle, complex, high relationship sale-case study.
- Customer relationship management tools: opportunity planning.
- Technology and communication in account management.
- Measuring customer-lifetime value.
- Partnering with key accounts.
Module 4 - Key account planning strategies and control
- Personal relationships and account management.
- Company-to-company relationships in account management.
- Case study on key account relationship marketing.
Module 5 - Developing the key account master plan
- Increasing key account program effectiveness
- Account selection and classification.
- Resource allocation by type of account.
- Auditing the key account program—audit checklist
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