Account Management Programme Introduction
Account Management combines planning, process and people management to build customer:supplier relationships that develop profitable long term business with the account.
Account Management
Account Management focuses on developing the account for the long term by concentrating on relationship building, new product penetration, getting the business mix right and protecting existing business and revenue.
Relationship management is key. Critically, account management is heavily dependent on maintaining strong relationships with influential customer players – keeping in touch, knowing the “itch cycles” and anticipating buying windows underpin the whole process.
When it is well executed, account management is a planned, proactive selling approach that:
- Drives incremental business
- Facilitates outstanding growth rates
- Controls expense to revenue ratios
- Develops relationships for long term loyalty
- Leverages you from a supplier to entrenched partner
- Has the potential to control buying cycles
- Fosters internal support from senior management
Winning the Account
Salespeople come in two flavours. There are “deal” salespeople and there are “account control” salespeople. We would say that about 90% of the salespeople we meet are deal salespeople, even those who carry the title “Account Manager”.
The objective of the deal salesperson is to win the deal. They go out into the world, identify an opportunity and win it or lose it. But there is a bigger opportunity than winning a deal. This is to “win the account”, become some form of “preferred supplier” and create a situation where you don’t have to sell to them – they want to buy from you!
If the effective and professional management of your key accounts is critical to yoursuccess and to that of your organisation, then it is vital to have the correct skills and plans in place. As you will know, it is four to six times more expensive to secure new customers than it is to win new business with existing accounts. Winning the account opens the door to the most profitable business.
Our Account Management Programme
Our programme is built around the philosophy of winning the account by developing the right selling styles for salespeople to confidently achieve the policy sale so they can retain, add and grow revenues in their existing accounts.
Our three day programme trains salespeople on the planning and verbal skills needed to achieve their ultimate goal of preferred supplier, supplier of choice or even entrenched partner.
All our programmes are customised to meet specific client requirements.
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To discuss your Account Management Programme requirements:
Call us on 0845 125 9098