The Account Management Toolkit: In-person Training

Strong competition coupled with the challenges of a challenging business landscape is forcing companies to re-think their strategies and tactics of doing business. As sales organizations undergo extreme pressures to bring in the sales and profits for their respective companies, the need for account management has become more relevant.

Unlike conventional selling that focuses more on the buyer-seller connection, account management re-defines the buyer-seller relationship by building stronger ties with the “most valuable” clients. This means that especially in a challenging sales environment when winning sales becomes harder, our sales teams should not only focus on the “bigger” companies but balance their focus among all clients and accounts that can give us the much needed sales and decent profit margins.

This is the foundation of effective Account Management, developing a balanced concentration not only on the TOP line (Sales made from each account) but also the BOTTOM line (profits or ROI derived from each account that our company serves).

Program Objectives:

1. To increase the participants knowledge and skills on understanding the new selling environment
2. To re-evaluate the present client opportunities and strategies being used to identify areas that may enhance sales results
3. To find ways to influence and adapt to the clients’ purchasing behavior and thinking 
4. To penetrate the “most viable” accounts and markets with clear and relevant benefits 
5. To deliver the needed sales and profitability results required by the company

The expected results for participants are:

1. The development of the skills and abilities to plan and strategize for account management that leads to better sales performance
2. The building of a big picture mindset when dealing with accounts and decision makers
3. The analysis of the competitive and sales challenges that the new sales environment poses
4. The creation and execution of account strategies and tactics that benefit both the company and the clients

Module I – The Basics of Account Management

A.  Account Management in a Challenging Sales Environment
    1.   Account Management Defined
    2.   The Changes affecting our Present Sales Environment
        a.   Economic Situation
        b.   Customer Buying Behavior
        c.   Competitor Behavior
    3.   The Client Strategy and Decision Making Process
        a.   Upstream Process
        b.   Downstream Process

B.  The Account Relationship Assessment Process
    1.   Analyzing how you Manage Accounts
    2.   Learning from the Results

C. Two Approaches to Account Management
    1.  Transactional Account Management
    2.  Strategic Account Management
    3.  Aligning your Approach to the Client’s Needs and Preferences

D.  Changing our View of Customers
    1.   Treating Customers as our Most Important “Assets”
    2.   How Account Management differs from Traditional Selling

E.   Customer Lifetime Value (CLV)
    1.    Components of CLV
        a.    Margin      
        b.    Retention Rate
        c.    Time Horizon
    2.   Applying the CLV Analysis          

F.   Analyzing the Value of Customer Relationships
    1.   Traditional Sales & Marketing Strategy
    2.   Value-based Sales & Marketing Strategy
    3.   Three Sources of Customer Value
    4.   The Relationship Value Grid                                                        

Module II – The Account Management Process

A.   Assessing your Account Management Situation
    1.   Analyzing your Sales Goals and Objectives
    2.   Analyzing the Customer Value you Provide

B.  Analyzing your Customer Base
    1.  Classifying and Segmenting your Accounts
        a.  Tiered-Ranking Approach
        b.  Purchasing Patterns Approach
        c.  Value-based Approach

    2.  Setting your Account Classification Criteria
    3.  Screening your Accounts

Module III - Planning your Account Management Initiatives

A.  Existing Account Management (Complete with Flowchart and Templates)
    1.  Analyze your Existing Accounts
    2.  Create an Account Plan
    3.  Execute the Account Plan
    4.  Evaluate the Account Performance

B.  Prospective Account Management (Complete with Flowchart and Templates)
    1.  Analyze your Prospective Accounts
    2.  Create a New Customer Acquisition Plan
    3.  Evaluating the Results of your New Customer Acquisition Plan

Module IV – The Account Management Plan: Take-home Action Assignment
A.  Analyzing the Accounts you Currently Manage
    1.  Trends and Buying Habits Analysis
    2.  Identifying the Reasons behind your Accounts’ Sales Performance
    3.  Customer Retention Rate Analysis
    4.  Time Horizon Analysis

B.  Managing your Existing Accounts
    1.  Segmenting and Classifying your Accounts
    2.  Analyzing your Strategy for Each Account or Customer Group
    3.  Creating your Account Management Plan
    4.  Executing your Account Plan
    5.  Evaluating the Account’s Performance

C.  Analyzing the Prospective Accounts you Intend to Pursue
    1.  Prospective Accounts Analysis
    2.  Creating a New Customer Acquisition Plan
    3.  Initial Contact with Prospective Account
    4.  Executing a New Customer Acquisition Strategy
    5.  Evaluating the Results of your New Customer Acquisition Plan

Participants will be entitled to the following:

- Training Manual

- Exercise Sheets

- Certificate of Completion

- Buffet Lunch at the Flavors Restaurant with Am & Pm Snacks

Rates per slot:

[ BEST RATE ] Based on prevailing Discount Code [ valid only for registrations and payments made within the assigned due date ]

[ REGULAR RATE ] P18, 500+VAT

P19, 500+VAT for payments made beyond the assigned due date 

P20, 500+VAT for on-the-day payments