Business Development and Advanced Key Account Management

Introduction

This course is designed for:

Marketing and sales professionals, corporate executives, advertising managers, business development managers, sales personnel and others who are involved in commercial activities at all levels of the organisation.

Objectives

– Define the key account management’s primary functions and best practices.
– Identify the significance of re-defining businesses processes to match the ever-changing market and customer needs.
– Produce clear deals and marketing differentiators to neutralise competition (value-based proposition).
– Plan and use financial ratios and KPIs to measure their operations’ effectiveness.
– Use leadership, negotiation and power proposals to leverage their business and lead the national key account team.

Course Outline

Day 1

Key Account (KA) Management: Overview and Best Practices

– Key Account Management: An Overview.
– The New Landscape of Account Management.
– Comprehending the Buy-Sell Ladder Model.
– Key Account Analysis and Qualifying.
– The Key Account Manager as a Business Developer.
– Comprehending and Working the Customer Loyalty Ladder.
– Building Client Chemistry with F.O.R.M.

Day 2

The Business and KA Planning Process using the STAR Business Planning Process:

– Strategic Analysis.
– Targets and Goals.
– Reality Check.

Re-Defining Your Processes for Breakthrough Results

– Reengineering Your Team Selling Process to Avoid Mistaking Motion for Action.
– Auditing the Selling Process.
– Identifying your Unique Selling Propositions (USPs) and Distinctive Selling Points (DSPs).
– Creating a Competitive Analysis Matrix Using USP and DSP to Neutralise Competition.
– Designing and Implementing Key Performance Indicators.
– Creating a Balanced Scorecard (Business Performance Audit).

Day 3

Powerful Negotiation Skills

– The Definition of Negotiation.
– The Difference Between Persuading and Negotiating.
– The Negotiation Process.
– The Phases of the Purchasing Decision.
– Influencing Decision Criteria.
– Effective Concession Management During Negotiation.
– Completing Your Negotiation Plan.

Day 4

Building and Leading the National Key Account Team

– Stages in Team Formation.
– Building a High-Performance Team.
– Defining Team Roles.
– The Team Motivation Mix.
– Management versus Leadership.
– Practices of Exemplary Leaders (Industry Practices).

Day 5

Writing Business Proposals that Sell

– Writing a Typical Business Proposal.
– Formatting Tips and Tricks for Winning Proposals.
– Creating Your Own Proposal Template Using a Suggested Proposal Format Guide.