key account management programme · profitable relationships a trusted partner influence...

KEY ACCOUNT MANAGEMENT PROGRAMMEPROGRAMME OVERVIEW

www.tlsasalestraining.com

Maximise Profits and Retain Your Largest Accounts

You’ll learn how to deal with the opportunities

and challenges of managing key accounts that:

KEY ACCOUNT MANAGEMENT PROGRAMME

• Need a strategic approach to develop

sustainable business partnerships

• Involve multiple stakeholders in the

decision-making process

• Feature long, and often complex, sales

cycles

SHAPE YOUR FUTURE.

DEVELOP YOUR MOST VALUABLE ACCOUNTS WITH NEW SKILLS

AND BEHAVIOURS


Shape your future.

Retain and grow your most valuable customers through professional key account management.

This challenging and interactive programme provides you with the opportunity to

create a business plan for one of your own key accounts.

You’ll discover how to complete an account analysis, set strategic objectives and

put in place an implementation strategy. This is a repeatable process which will

engage customers and colleagues in retention and growth strategies.

You’ll share your challenges with Brett Lyons who has extensive personal

experience in strategic and key account management, having worked with

multi-nationals and SMEs on global and national customer relationships.

This programme is designed for account managers, sales people, business owners and leaders who are responsible for managing high value, key account relationships.

You’ll discover how to make the move from salesperson to account manager and become recognised as a trusted business partner by your customers.

Who Is This Programme For?

What Does This Key Account Management Programme Cover?Managing key accounts is about insuring the future.

As a key account manager, you are responsible for implementing account strategies that retain and grow business with these valuable accounts. You must become the trusted business partner.

This master class focuses on four aspects of key account management:

THE KEY ACCOUNT MANAGEMENT ROLEYou’ll define what becoming a trusted business partner means for you. The challenge is to: - Build a personal profile so that key accounts see you as someone who works with them to meet business needs and objectives - Develop the skills and behaviours through

which you’ll build profitable business relationships.

KEY ACCOUNT STRATEGYYou’ll develop an account plan detailing objectives, planned activity and responsibilities on both sides of the relationship. The aim is to create a compelling proposition for the customer.

STAKEHOLDER NETWORKSYou’ll discover how to influence and manage multiple stakeholders, from senior executives to shop floor. These are all key people who play a part in

the decision-making process.

KEY ACCOUNT PRACTICEYou’ll develop the best practice skills and behaviours of successful account managers. Activities which include managing high value sales cycles, contact strategy, communication, peer-to-peer alignment and

relationship management

Duration

A two day programme supported by a pre-course assignment (60 mins), an evening assignment (45 mins), and a post-course project.

What Are the Benefits for You?

BEST PRACTICEPROCESS

PROFITABLE RELATIONSHIPS

A TRUSTED PARTNER

INFLUENCE STAKEHOLDERS

KEY ACCOUNT MANAGEMENT

You’ll develop the

skills, behaviours and

confidence to build

long term, profitable

key account

relationships.

You’ll become a

trusted business

partner – an indi-

vidual who is valued

and respected by key

account customers

who will want to do

business with you.

You’ll have the ability

to create a key

account manage-

ment process that

will deliver profitable

results.

You’ll have the ability

to influence

stakeholder views in

your favour.

IDENTIFY BLOCKAGES

You’ll identify

blockages that must

be resolved.

CAPABILITY

You’ll develop the

capability to

create account plans

and build individual

account strategies

which engage

customers and

colleagues.

What Are the Benefits to Your Organisation?

PROFITABLE RELATIONSHIPSAs the account manager grows into the role

of business partner, the relationship is valued

by the customer and profitable for you.

SKILLED KEY ACCOUNT MANAGERSProfessional account managers with the

skills to manage and develop your most

important customers.

SHAPING THE FUTUREThese are your most valuable accounts.

Through professional planning and imple-

mentation, you will put in place the retention

and growth strategies to generate future

business.

PROVIDER OF CHOICEYou’ll become a provider of choice for your key accounts, underpinned by in-depth account plans, and supported by a part-nership approach.

COMMUNICATIONCommunication strategies that ensure

everyone understands what is happening

with each key account, what is expected

of them, their department, and the impor-

tance of their contribution.

A POSITIVE CULTUREYou’ll create a positive momentum as

people become valued members of the

key account management team.

What Is the Structure of the Key Account Management Programme?

Pre-Course AssignmentPre-reading and a personal project based around one of your own accounts.

A blended, experiential learning approach takes you through:

This engaging learning method has a profound effect on knowledge retention, leading to a dramatic impact on performance.

WorkshopA 2-day workshop integrating syndicates, personal projects and simulation, develop-ing outputs that are easily integrated into day-to-day activity.

Working in small teams, you process information, deal with multiple challenges and make decisions through consensus in two fast-paced simulation challenges lasting approximately one hour each. This is followed by a group debrief.

Post-Course ProjectA structured field project, which will help you implement the content in your personal role.

Number of ParticipantsThis programme is run for a maximum of 12 participants.

Key Account Management SimulationTLSA’s unique, story-based computer simulation brings a concrete element to your learning.

Evening AssignmentA short project in preparation for day two.

Why TLSA?

1. Best practice, skills and techniques – which you can easily use in your role.

2. Key account management expertise – a rare opportunity to work with Brett Lyons, a top sales performance expert.

3. Highest standards – we are an ISMM and ILM endorsed training centre to assure you of the highest standards.

4. Proven track record – learning based on a deep understanding of multiple business sectors.

5. Results-driven training – interactive and story-based learning to help you become a better leader.

6. Tool kit – easy-to-use concepts that will help you understand your business and make you more effective.

7. Motivational experience – enjoy 2 days working with, and learning from, peers in other industries and an engaging,

approachable facilitator.

8. Post-course project – a structured approach to activating what you have learnt and evaluating your performance.

What Materials Will I Leave With?

Key Account Management Manual

A comprehensive manual.

PowerPoint SlidesA complete set of Power-Point slides on a USB – an in-valuable reference guide and access to course material to use in your job.

To help you activate new skills and knowledge into your personal role, you will leave the Key Account

Management Programme with:

Interactive Key Account Planning ToolTLSA’s unique planner that provides the foundation for building profitable relation-ships.

The planner will help you:

• Identify and profile your key accounts based on existing and potential busi-ness performance

• Understand the strategy and needs of your key accounts

• Create a value proposition for each key account

• Build a stakeholder map and develop stakeholder strategy

• Develop a communication strategy that aligns customer stakeholders with key people in your business

• Set a strategy for relationship develop-ment

• Develop an action plan for each key ac-count

Plus, you will leave the workshop with a plan for one of your accounts that will act as the blueprint for others.

TLSA CertificateTo confirm you have successfully completed the programme.

TAKE AWAYS

Leave this programme with

the skills, processes and tools

to easily apply to your role:

• Interactive key account

planning tool

• Sales cycle qualifier for

new and existing accounts

• A personal action plan

Copyright (c) TLSA International 1998 - 2016

Sales Cycle QualifierThis powerful tool will help you to:

• Identify key actions to prog-ress each business cycle

• Prepare accurate business forecasts covering sales value and timings

• Identify areas of personal strength and development

Participant Feedback

The comments below illustrate feed-

back from participants who have

attended the Key Account Manage-

ment master class.

“Application of the content the best

I have experienced.”

“ I really enjoyed it, thought-provok-

ing, great to discuss customer expe-

riences and plans with a wider group.

Fun! I enjoyed the simulation.”

“Very useful and challenges us to

think differently and approach situa-

tions in other ways.”

-

-

TLSA is an Institute of Sales and Marketing Management Certified Training Organisation

-Our service and materials are quality assured by the ISMM to be of the highest standard.


Is this Key Account Management ProgrammeProfessionally Endorsed?

Yes - TLSA’s Key Account Management Programme is an Institute of Sales and Marketing Management endorsed course, which means that the content is verified by the UK’s only professional body for sales and sales management.

Brett Lyons is an international leadership

consultant who works with blue chip clients

and SMEs to achieve their strategic goals.

Brett’s career spans 35 years in sales and

leadership. His real-world expertise in

leadership, sales management and stra-

tegic account management enables him

to prepare and guide top teams to deliver

long-term success for their organisations

in a structured, focused way. Brett enjoys

working with motivated leaders who aspire

to develop and lead their teams to greater

competitive advantage.

ABOUT THE FACILITATORBRETT LYONS

Brett works globally to bring real-world results

to organisations in any industry sector. He has

particular expertise in the banking,

recruitment, capital goods and IT industry.

He is pragmatic, engaging and supportive of

teams tasked with the challenge of bringing a

shared vision to life.

Recognised as one of the UK’s leading

authorities in sales, Brett brings experience of

working with global and national accounts in

manufacturing, finance, services and capital

goods.

FINANCIAL SERVICES

- The RBS Group- Virgin Money- Lombard Asset Management

- Devro- Luxottica (RayBan, Oakley) - Cash Bases- Aebi Schmidt- Agility Logistics

- ADAS (Environment)- Goodman Masson (Recruitment)- The Economist (Publishing)

Current clients include:

MANUFACTURING/CONSUMER/LOGISTICS

PROFESSIONAL SERVICES


DAY 1: OPEN 10:00a.m.

- Introduction and Objectives- The Key Account Management Role - Key Account Management: Pre-Work Review - The Role of the Key Account Manager- Key Account Strategy - An Introduction to Account Planning - Defining a Key Account - Building an Account Plan

- Setting Objectives and Creating a Value Proposition

- Stakeholder Networks

- Managing Stakeholder Relationships

- Account Planning

- Key Account Management Simulation – Round 1

- Evening Assignment: Account Planning – Practical 1

(45 mins)

- Key Account Best Practice

- Managing High Value and Long Term Sales Cycles

- Communication Strategy

- Alignment

- Relationship Management

- Account Planning – Practical 2

- Key Account Management Simulation – Round 2

- Post-course Brief

- Personal Action Plans

- Programme Evaluation

DAY 2: OPEN 9:00a.m.

LUNCH : 1:00p.m.-2:00p.m. LUNCH : 1:00p.m.-2:00p.m.

CLOSE: 6:00p.m. CLOSE: 5:30p.m.

KEY ACCOUNT MANAGEMENT


SUMMARY OF CONTENT FORMAT

Introduction and

Objectives

The Key Account

Management Role

Key Account

Management:

Pre-work Review

An opening module in which:

- The objectives of the programme are explained

- Participants introduce themselves and identify personal objectives and expectations of the programme

In this module you’ll cover:

- The role the key account manager plays in the relationship with the customer

- The move to business partner: how the key account manager creates a personal brand as a business partner, not a sales person

- The business skills, knowledge and behaviours that are needed to be a successful key account manager

This module covers content which is critical to your success as a key account manager. You’ll explore:

- How to identify existing and potential customers that should be managed as key accounts. The time invested in key account management must produce a profitable return

- The content that creates a value proposition customers want to buy and how to agree strategic objectives which set the foundations for managing a relationship

- The core principles of managing key account customers

- Presentation

- Discussion

- Lecture

- Discussion

- Syndicate Exercise

- Presentation

- Team Analysis

- Planning

Key Account Strategy



MODULE

Day 1

MODULE SUMMARY OF CONTENT FORMAT

Stakeholder Networks

Managing Stakeholder

Relationships

In this module, you’re introduced to TLSA’s unique planning tool. This module provides the opportunity to work on an existing customer andcomplete the first stages of planning.

Working in teams of three to four, you’ll complete the first round of the Key Account Management simulation. This will help you embed new skills and test your learning from day 1.

The simulation challenges each team to make decisions based on a series of scenarios which reflect the programme content. Once completed, the simulation provides each team with feedback and a score-card which measures behaviours and sales performance.

To complete this session, the facilitator’s role is to coach the participants on their performance utilising the data the simulation provides through the scorecard and decision feedback.

- Personal Task

- Group Task

- Team ExerciseKey Account

Management Simulation

Round 1

An Introduction to

Account Planning

A key module in which participants look at the roles played by multiple

stakeholders in high value key account customers. This is a key skill set that

Key Account Managers must develop as a personal strength to be success-

ful in the role. The content covers:

- The role of stakeholders – Economic, User, Adviser- Developing relationships with executives at board and C-level- Stakeholder positions and views- Aligning with supporters and managing blockers- Managing organisational change- Account mapping



Communication

Strategy

You’ll use your key account planner to complete a stakeholder map and set contact strategies for one of your existing or potential customers.

- Personal Exercise

- Personal Task

- Projects

Evening

Assigment: Account

Planning – Practical 1

This module focuses on the communication aspect of the key account manager role in existing and potential accounts. You’ll cover:- Alignment: developing the relationship between the internal (provider) and external (customer) teams- Contact strategy: Aligning teams and people at different levels- Control and intervention: Managing cross team communication and collaboration- Account strategy: defining and then leading the internal and external teams to deliver the strategy


Day 2

Key Account Best

Practice

Managing High Value &

Long Term Sales Cycles

- Lecture

- Debate

- Syndicate Exercise

You’ll learn how to manage the business-to-business sales cycle from inception to close in existing and potential key accounts. This includes the role of discussion documents, stakeholder management, proposals, proposal dates, live dates, decision dates, and managing loss recovery situations.

You’ll also be provided with TLSA’s unique ‘sales cycle qualifier’ to help you identify actions needed to be taken to bring a sale to a successful conclusion.


Alignment

Relationship

Management

When you manage key accounts, one of the critical skills is making sure the right people in the customer are speaking to the right people in your organisation. In this module, you’ll examine how to:- Develop relationships between key contacts in the customer with the right people from your business, from the board room to shop floor- Lead and manage cross team communication- Align teams and people at different levels- Make sure the right people are speaking about the right things!

You’ll cover the behaviours that build strong and mutually beneficial key account relationships. This includes:- Four stages of loyalty from ‘customer dissatisfaction’ to ‘total loyalty’- The relationship between loyalty and business performance- Trust-based relationships- Communicating significanceThe module challenges you to think about how you will strengthen yourrelationships by moving through the four stages of the quality route map.

- Personal Task

- Presentation

- Discussion

- Practical Exercises


Account Planning -

Practical 2

You’ll continue to develop your account plan, applying the learning from Managing High Value & Long Term Sales Cycles, Communi-cation Strategy, Alignment, and Relationship Management.

- Personal Task



Post-course Brief On completion of the programme, you’ll be briefed on a personal project

designed to help you implement the learning back in the workplace.

The brief covers:

- Guidance and advice on how to implement the project - How to review the content with your line manager - Suggested timings for implementation

- Presentation

Personal Action Plans Throughout the programme, you’ll update your personal action plan to to integrate the programme content into your personal role.

A final module in which you’ll complete a programme evaluation. Evaluation forms are provided to collect participant feedback.

- Personal Exercise

- Personal ExerciseProgramme Evaluation

Working in teams again, you’ll complete the second round of the Key Account Management simulation to embed new skills and test the learning from day 2.

- Team ExerciseKey Account

Management Simulation

Round 2


Personal Action Plans Throughout the programme, you’ll update your personal action plan to to integrate the programme content into your personal role.

A final module in which you’ll complete a programme evaluation. Evaluation forms are provided to collect participant feedback.

- Personal Exercise

- Personal ExerciseProgramme Evaluation


CONTACT US

TLSA International Ltd

Telephone: 0345 600 1556

Email: [email protected]

Website: www.tlsasalestraining.com

Address: Kemps Place, Selborne Road, Greatham, Hampshire, GU33 6HG, United Kingdom

Contact our team to speak to an expert.

key account management programme · profitable relationships a trusted partner influence...

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