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Key Account Management: Establishing Profitable Customer Relationships

Classroom based course with study materials, lecturer support and CPD Hours included

London Training For Excellence

Summary

Price
£3,335 inc VAT
Study method
Online
Duration
5 hours · Self-paced
Qualification
No formal qualification
Additional info
  • Tutor is available to students

Overview

Building quality key account strategies is the heart of successful business marketing programs. The role of the sales force in establishing and nurturing these relationships is vital. The sales environment is rapidly changing. Long selling cycles, complex propositions, and high value sales make new methods necessary. This seminar provides the latest thinking in key account and customer relationship strategy for companies who want to differentiate their product and service by value-added elements tailored to customized solutions for key customers.

Description

  • Changing sales environment

o Decline of the middle
o Price/Quality pressures
o Customer expectations
o The benefits of key account management

  • Relationship marketing and selling

o Building value into the sale for all customer levels
o Different tasks-different skills (partnering, negotiations, identifying account desires)
o Creative approaches to key account management

  • The importance of getting partnering right: relationship assessment

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.

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.

Developing the key account master plan

  • Increasing key account program effectiveness

o Account selection and classification.
o Resource allocation by type of account.

  • Auditing the key account program—audit checklist

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Legal information

This course is advertised on reed.co.uk by the Course Provider, whose terms and conditions apply. Purchases are made directly from the Course Provider, and as such, content and materials are supplied by the Course Provider directly. Reed is acting as agent and not reseller in relation to this course. Reed's only responsibility is to facilitate your payment for the course. It is your responsibility to review and agree to the Course Provider's terms and conditions and satisfy yourself as to the suitability of the course you intend to purchase. Reed will not have any responsibility for the content of the course and/or associated materials.

FAQs

Study method describes the format in which the course will be delivered. At Reed Courses, courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on Reed Courses, many of which can be completed online.

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body's logo if they wish. Certain awarding bodies - such as Quality Licence Scheme and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.
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