Key Account Management

Macquarie Graduate School of Management
Sydney, NSW, Australia

Course Format: Classroom | E-learning | Virtual Class | Online/Live | On-site/In-house | Blended | Self-paced

Course Description:

'' Focusing on the development of strategic account plans to reach sales targets and improve profits, the Key Account Management program introduces a critical tool kit that enables business teams to successfully plan, understand and build sustainable relationships with their key accounts.

The Key Account Management program demonstrates how to prioritise different customers and major accounts to increase the return on your investment. Participants will learn how they and their teams can better allocate time and resources to generate even greater profits.

Focusing on the development of strategic account plans to reach sales targets and improve profits, this program introduces a critical tool kit that will enable business teams to successfully plan, understand and build sustainable relationships with their existing accounts. To ensure the program is immediately beneficial, it is designed with built-in action steps and key performance indicators.

While the 80/20 rule of revenue split still applies for some organisations, for many, that rule has changed forever. Customers have become more sophisticated in their buying strategies. Consequently, successful sales teams need to become more sophisticated in their account management strategies and rethink and adapt their approaches for each customer and scenario.

Satisfied customers can lead to increased profits, yet creating satisfied customers is not as simple as lowering prices and offering incentives. Organisations must build relationships with their customers, understand their changing needs, increase their loyalty and anticipate the expectations of prospective customers.

Content

How to develop criteria for major account status:

Applying the framework to your business
Completing a competitive market segment and trends analysis
Understanding the key reasons for major account failure
Understand the process in developing a major account:

Defining valued-added for your accounts
Auditing value-added for your business
Selecting criteria for major accounts
Increase sales by identifying the four key requirements of a major account:

Establishing the four critical factors in your major accounts
Developing steps to build a major account program
Building a lasting sales relationship with your major accounts
Key financial measures for your business:

Applying financial rigour to each account
Examining ways to increase account profitability for your business through the client
Develop structured ways to increase account share:

How to devise strategy for account share
How to increase share of wallet
How to utilise cross-functional resources
How to develop major account strategy ...''

Elements of this syllabus are subject to change.

Phone:+612 9850 9017

School Address/Venue(s):

MGSM
Macquarie University
NSW 2109 Australia

Jobs & Resumes: Sydney
Houses & Roommates: Sydney
Travel Agencies: Sydney

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