A major thrust for most sales organizations today is on how to keep the right customers through the proper management of each of their most valuable accounts. The focus of most account managers has primarily been on the large accounts that may deliver high volume sales, but, may end up being not as profitable as the others.

The fact is, there might be valuable accounts in our client list that have not been given proper attention and care that could have given us the much needed sales and profits. Losing a valuable account today will have great effects on the company’s bottom line. 

This emphasizes the need to develop both the strategic and tactical mindsets of account managers. However, developing the strategic perspective in account managers does not come instinctively. Proficiency in both the strategic and tactical managing of accounts encompasses the planning, organizing, controlling and evaluation of each account. 

This seminar addresses the need to:
1.    Shift the selling mode of the participants from a primarily tactical to a balance of both strategic and tactical approaches based on the clients’ preferences
2.    Manage their “most valuable accounts” that have the highest potential for long term sales AND profits
3.    Identify and address key factors to help them manage their accounts better
4.    Differentiate themselves in the market place by applying better account management approaches that promote customer retention and sales growth

This course would be beneficial for Sales Managers and Sales Professionals:
•    who manage various accounts that range from big to small clients
•    who would like to derive more productive sales from a strategic standpoint


Module I – Strategic and Tactical Account Management

A.    The Strategic vs. Tactical Account Manager
       1.    Differences in Knowledge and Skills Requirements
       2.    The Roles and Responsibilities 
       3.    Why the Need to Develop Both Perspectives
 
B.    The Account Management Approach Alignment
       1.    Understanding Today’s Customer
              a.    Strategic vs. Transactional Customers 
              b.    Client’s Decision Making Process
              c.    Client’s Needs and Demands

       2.    Analyzing your Account Management Goals
              a.    Specifying your Objectives for Improving your Management of Account 
              b.    Aligning your Goals to the Client’s Goals

       3.    Analyzing your Account Management Resources and Capabilities
             a.    Money and Resources 
             b.    Time and Effort
             c.    Information 
             d.    Support and Commitment

Module II – Identifying your Strategic Accounts

A.    Account Segmentation and Classification Tools
       1.    Amount of Sales
       2.    Purchasing Patterns
       3.    Value of the Relationship

B.    Analyzing your Strategic Accounts
       1.    Company Culture
       2.    Personality and Behavior of Decision Makers
       3.    Business Goals and Situation
       4.    Strengths and Weaknesses
       5.    Your Value as Supplier

Application Exercise: Strategic Account Analysis

Module III – Strategic Targeting and Planning 

A.    Understanding the Account Dynamics
       1.    Problems and Issues affecting your Relationship
       2.    Buying Criteria and Purchasing Factors
       3.    Decision Making and Negotiation Styles
       4.    Assessing the Power and Leverage Structure

B.    Selecting the Most Valuable Accounts to Focus on
       1.    Developing your Criteria for Strategic Account
       2.    Narrowing your Scope
       3.    Setting your Sales Goals for Each Account

C.    Developing your Competitive Positioning
       1.    Identifying your Strategic Account’s Met and Unmet Needs
       2.    Determining Areas that will Differentiate you from Competitors
       3.    Preventing Competitor Penetration of your Strategic Accounts
       4.    Specifying your Account Strategies and Tactics

Application Exercise: Strategic Account Targeting and Planning

Module IV – Strategic Account Management Plan

A.    Strategic Account Selection
       1.    Value of the Account to Us
       2.    Our Value to the Account
       3.    Relationship Level: Strategic or Transaction Buying?

B.    Strategic Account Plan
       1.    Specifying the Opportunities to Capitalize on
       2.    Specifying the Threats to Address

C.    Tactical Account Plan
       1.    Specifying the Strengths to Build on
       2.    Specifying the Weaknesses to Correct

D.    Account Management Implementation Plan (Template)
       1.    Strategic Objectives and Sales Goals 
       2.    Specific Actions and Timeframes
       3.    Communication Processes and Contact Schedules
       4.    Evaluation of the Account Management Results

Rates per participant:

P6, 500 + VAT  until July 2, 2010 and paid within the assigned due date 

P7, 500 + VAT  starting July 3, 2010 and paid within the assigned due date 

P8, 500  + VAT for on-site payments

 FREE 1 SEAT for every 5 seats availed.

* Rate for five seats availed will be based on actual date of payment. 
*10% discount no longer applicable.

***ALL SEATS MUST BE PREPAID TO CONFIRM RESERVATIONS***