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Today’s Key Account Manager needs a clearly defined, timely and dynamic approach to the planning process not just for the present but also especially for the future.
This program offers an insight into the key account sales forecasting process as well as the marketing principles that will enable delegates to understand the importance of getting the strategy right and achieve.
Duration of workshop is 2 days
Program Contents
Key Account Sales Forecasting
- Importance of Sales Forecasting
- Selecting Critical Environmental Variables
- Evaluate forecasting techniques and tools
- Integrate forecast results into your Strategic Management Processes
- Sources for environmental sales forecasts
- Strategic Planning Forecasting Tools and Techniques
- Customer and market profiling tools and models
Key Account Sales Planning
- Remote and local environments
- How competitive forces shape strategy
- Contending forces in sales situations
- Industry analysis and competitive analysis
- Operating environment profiles
- Emphasis on environmental factors
- Resource based view of your business
- SWOT Sales Analysis Models
- Value Chain Analysis
- Logistics
- Marketing
- Sales
- Service
- Internal analysis (sales and financial)
- Liquidity ratios
- Balance sheet
- Leverage ratios
- Activity ratios
- Profitability ratios
- Using financial analysis to structure sales results ratios
Key Account Negotiation Skills
- Enhancing the Sales Proposal/Proposition
- Establishing Client Requirements
- Win-Client Model
- Establishing Value for Money
- Techniques for Presenting Price
- Presenting the Sales Case
- Valuing Benefits
- Dealing with Difficult Questions
- Objection Handling
- Gaining Commitment
- When Selling Becomes Negotiating
- Communications and Body Language
- Negotiating Styles
- Analysing Your Own Style
- The Principles of Negotiation
- Preparing for a Negotiation
- Pre-Negotiation Research
- Planning the Negotiation Strategy
- Setting Objectives
- The Four Stages of a Negotiation
- Estimating the Variables
- Costing Concessions
- Establishing Your Bottom Line
- Negotiation Techniques
- Creating the Right Climate
- Opening The Negotiation
- Establishing the Negotiation Parameters
- Trading Concessions
- Winning Outcomes
- Dealing with Conflict in Negotiation
- The Effect of Giving a Discount
- Avoiding the Common Mistakes
- Negotiating in Competitive Markets
- Negotiating with Skilled Buyers
- Confirmation and Contracts
- Practical Exercises with Individual Feedback and Review
- Self Development Techniques for the Future
Real reasons why you should attend:
- Select the right new and major growth customers for your business
- Identify your strategic accounts and their pressure points today
- Optimise your current accounts with joint leverage
- Implement strategies for client consolidation to better accounts
- Create new alliances with more strategic major corporations
- Develop new strategies to target potentially lucrative markets
- Use client segmentation for sustained sales optimisation
- Prepare sales engagement models and tools for this market
- Deliver highly persuasive value propositions in this market
- Master ways to add real value to your customer’s bottom line
- Open mutually advantageous relationships for business building
- Concentrate and hone your limited resources for the best returns
- Sell customers on bottom line profit improvement and support
Who Should Attend?
- Client Service Managers,
- Account Directors,
- Account Managers,
- B2B Customer Relationship Managers,
- Sales Professionals,
- Business Development Professionals,
- Key Relationship Managers,
- Supplier Relationship Managers,
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