Managing, growing and key account developments are now more complex than ever. Within competitive, structured buying opportunities the skills required to compete, defend, negotiate and gain new business in complex product sectors are increasingly more demanding and different from those in common practice even a few years ago. More and more sector Account Managers and niche providers, (which includes product leaders) are being forced to ‘chase’ and protect their own markets.
This course centres on the business development issues that confront sales personnel in developing and growing their existing accounts. It emphasises the professional, people-to-people elements of selling - Advanced Communication Skills, Building (and maintaining) Relationships, Consultative Professionalism, Projecting ‘Company Brand’ and understanding the importance of being seen as ‘The Trusted Advisor’ and ‘order makers’ rather then ‘order takers’.
Most importantly, this programme looks at the critical selling stages and processes necessary to
achieving strategic key account business gain from existing contracts and at every stage in this
buying cycle being aware of the impact that professional negotiation has on successful outcomes.
By the end of the course delegates will
Be able to adopt a systematic and strategic approach to selling, negotiating and gaining new business whilst at maintaining existing accounts of all sizes.
Develop an ‘Account Development & Protection’ approach to selling.
Be better able to recognise and influence the decision criteria (why the buyer buys).
Be objective and self disciplined in managing the complete sales/negotiating interplay.
Selling Strategically - The Challenge
The Power Of Thinking In Account Development
The Impact Factors In Selling Strategic Services
Understanding The Account ‘Relationship’ More Fully
Selling The Company ‘Brand’
The Key Account Buying/Selling Process
The Buyers ‘Mindset’ Towards The Account Manager
Strategies For Different Account ‘Types’
The Professional Relationship Role
Using VSLs – Value Statement Libraries
The KAM Role - Do You Influence Or Do You Negotiate?
Executing Up-Selling & Cross Selling
Understanding Belief Systems
Account Analysis & Decision Making
Understanding Your Account Structure
Maximising The Appointment & Frequent Call Strategies
The Consultative Analysis Approach
Influencing The Decision Criteria
Juran’s Strategies – Growing Accounts Into Key Accounts
Fundamentals Of Account Development
Determine The Factors - Plus And Minus - That Affect Account Gain/Development
Building The ‘Third Party’ Account Relationships
Strategies That Maximise Your Market Penetration and Protect your Existing Accounts
Win/Win Negotiating – For All Professionals
The Process Of Negotiation – What is it?
The Difference Between Selling And Negotiation
The Negotiating ‘Continuum’
The Power Of ‘Leverage’
Understanding Some International Differences
Procedural Steps To Negotiating Successfully
Establishing Your Position/Alternatives
Analysing Their Objectives/Situation
Deciding On Your Strategy
If You Don’t Ask You Don’t Get!
The Psychology Of Bargaining
The ‘If Then Rule’
‘Banking’ Agreements and ‘Parking’ Difficulties
Deadlocks - How To Break Them
Closing The Discussions
How To Close The Negotiation
Monitoring The Agreement
Time Management for Sales Professionals
Why Are Some Sales-People So Effective With The Use Of Time?
Techniques To Avoid Procrastination
Time Management Principles In Planning Sales Activities