KEY ACCOUNT PLANNING

Target Audiences

Field salespeople, account team members, sales managers, management

Course Length

1-2 days. The length of this workshop will depend upon priorities established by the client and the amount of time spent on behavioral styles and key account plan development.

Overview

Any organization's key accounts are its lifeblood. They must be won, cared for, nurtured, and protected. Developing successful business-to-business relationships with more powerful customers in highly competitive markets requires processes and skills that go beyond traditional selling activities.

Whether you work in a key accounts team or with individual sales staff, this workshop provides hands-on experience using a template for planning and an opportunity to begin to build a plan for an actual customer.

Knowledge and Skills

In this workshop, participants will learn about:

• How to define a key account
• Why you should care about key account planning
• How successful relationships go beyond traditional selling activities
• How to increase business with key accounts (penetration strategy)
• How to capture new accounts (concentration strategy)

Course Outline

• The changing face of agriculture
• Customer dynamics
• Emerging large customer segment
• How does our business need to change
• Defining key account management
• Criteria and characteristics
• Behavioral styles and the selling process
• Understanding behavioral styles
• Working in teams
• Creating an effective strategy
• Defining goals
• Developing a plan
• Prioritizing your activities
• Working the plan
• Implementation strategies and techniques