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.
- 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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