Maximising Key Accounts

The relationship between suppliers and customers is characterized by closer cooperation. Historically ‘price’ was an excellent tool to play suppliers off against each other. Nowadays, relationships are increasingly based on informal partnerships. Vertical coordination and integration of customer and supplier are characteristic of the trend in the reduction of suppliers. The entanglement that results from this trend affects the entire organization, making the creation of added value the responsibility of the total supply chain.

The program will be highly interactive, providing many opportunities to share experiences and put into practice these proven techniques. Every participant will have the opportunity to prepare a Key Account and Territory plan and present it for evaluation in a safe environment.

Key Learning Points

• Develop a territory Business Plan.
• Effectively profile your customer portfolio.
• Use strategic planning tools effectively.
• Develop a Business Plan for individual Key Accounts.
• Develop an Account penetration strategy.
• Sell added value to Key Accounts.

Course Content

Overview

• The Nature of Key Accounts compared to other types of customers.
• The impact on the business of Key Customers and the implications of managing them effectively.
• The implementation of a client focused, quality service approach: A marketing driven method.
• Developing a total quality service ethic.
• How to make added-value contributions to the customer’s business.

Participants

The course will have a maximum of 18 people who will be selected based on the type of business they are in and their job role to ensure a thorough mix of industries, ideas and experience.

Who should attend?

This programme is designed for all those who are involved in dealing with large customers, typically this would be senior account manager, account manager, account executive, key account manager, major account manager, account director, business development manager etc.. If in doubt please forward us a profile of your nominee and we will tell you whether they are suitable.