Strategic Account Management

The age of Key Account Representatives is in full swing. Buyers are constantly pushing for the “commoditization” of virtually all products and services. They are using complex Request for Proposal processes to cement long-term, low-margin contracts with suppliers, based primarily on price. To succeed under this competitive pressure, you strive to differentiate yourself by bringing higher value than a simple “supply” source to your customers. You want to be a business analyst, consultant and a trusted ally, impacting your customer’s strategies and bottom line. You endeavor to establish strategic, synergistic, interdependent partnerships, where you and your customer shape the direction of each other’s business.

Strategic Account Management* examines the strategic and tactical elements involved in key account sales. This program is designed to help you establish holistic, value-based partnerships with large customers, optimize your penetration of those accounts, and maximize revenue and profit they generate for you and your company.

Who Should Attend

  • Key Account Representatives
  • Key Account Managers
  • Major Account Representatives
  • Regional Sales Managers
  • National Account Managers
  • Senior Account Executives
  • Senior Sales Executives
  • Product Managers
  • Directors of National Accounts
  • Sales professionals focused on major account selling

This program is designed for more seasoned representatives in a business-to-business sales environment involving a longer, more complex sales cycle.

Key Course Benefits

  • Employ a successful step-by-step method to become a valuable strategic partner with your customers
  • Elevate the strategic partnership, facilitate integration and synergy with your key clients
  • Conduct a consultative investigation meeting to uncover key information about a client’s business, goals, and needs
  • Create a proposal, structured as a sound business case that includes the unique value proposition which aligns with the client’s business objectives
  • Maximize the Return on Time Invested with each of your key accounts and individual sales opportunities you pursue
  • Develop a strategic account plan that optimizes efficiency and effectiveness for any key account or prospective account
  • Selectively target the key account you approach for new business development with well-defined goals aligned with your organization

Course Content (3-day program)

Building Blocks of Successful Key Account Selling

  • Overview of the foundational principles of the Value Pyramid and the various roles played by Key Account Representatives
  • Optimizing the value clients seek from you and your organization
  • Strategies to increase integration and synergy within key accounts
  • Maximizing ROTI within your accounts and assessing future sales opportunities

Strategic Territory Planning

  • Key concepts and principles about goal setting and forecasting
  • Tools to perform a detailed analysis of your organization as compared to the competition and the marketplace
  • Applying the Key Account Targeting Model to identify where to invest your time
  • Building the territory plan based on all information collected from various analyses

Strategic Key Account Sales Process

  • Overview of Account Acquisition and Opportunity Sales components of the strategic key account sales process
  • Using consultative investigation dialogue with members of the Decision Influence Group
  • Keys to effective solution implementation based on a strong business case of financial arguments
  • Eight-step negotiation process to gain agreement

Strategic Account Management

  • Building an annual business review for your existing key accounts for ongoing relationship management
  • Developing a strategic account plan to grow the account

* Provided under license from the CPSA