A customer who has an exponential impact on revenue and profits and can influence an organisation’s ability to compete effectively can be termed as a Strategic Account. As such, B2B & B2C organisations areincreasingly discovering the importance of protecting, and growing the relationship with identified Strategic Accounts.
This workshop is designed to provide a conceptual framework for understanding strategic customer relationships as well as tools for designing and implementing a Strategic Accounts Management (SAM) programme.

Key Learning Objectives/ Benefits

• Build business acumen
• Develop a strategic perspective on sales and customer relationships
• Optimize strategic account sales team
• Understand what drives strategic account decisions
• Deal with the various decision makers and influencers in the customer’s field of play
• Understand the politics that impact client decisions
• Identify the unique sales profile needed for executive selling
• Develop a strategy that will build greater customer loyalty and help protect the account from competition
• Improve strategic account team performance
• Recognize and overcome pressure tactics
• Create an action plan that will increase their chances of success
• Negotiate large contracts
• How to sale to executives
• Uncover strategies to win clients for life

Programme Curriculum

• Strategic Account : A Definition
• Selecting and Classifying Strategic Accounts
• Resourcing for Strategic Account Management
• Strategic Account Planning and Selling to Executives
• Relationship Development and Navigating Politics with Key Officers & Executives in Strategic Account Management
• Selling to Executives
• Leveraging Marketing to Support Strategic Marketing Initiatives
• Customer Service as Competitive Advantage in Managing Key Accounts
• Use of Technology as a Key Account Management Strategy Enabler
• Managing Key Accounts in a Challenging Economy- Domestic and Global
• Team Approach to Building and Managing Key Accounts