Our classroom TRAINING PROVIDES YOU THE OPPORTUNITY TO INTERACT WITH
INSTRUCTORS AND BENEFIT FROM FACE-to-face instruction.COURSE
DESCRIPTION:
Account Management is an important role within any organization.
Account Managers are responsible for nurturing customer relationships
and increasing sales with their organization’s key customers. The
Account Manager will usually act as a first point of contact for
clients; responding to complaints, purchases, project requests and any
general queries. Their approach should help maintain client
relationships in order to ensure that they continue to use the company
for business.
This Account Management training course materials are suitable for
anyone that works in an account management role or relevant sales
function and will assist the participants in improving their working
practices, developing customer relationships and in turn increasing
business performance and sales success.
COURSE CONTENTS:
Build a strong account management team that are able to effectively
manage customer relationships and drive sales
The role of account manager is both important and demanding. The
account manager acts as the ‘face’ of the business and should
professionally represent the business by creating a strategy for
success and delivering a high level of customer service. Account
managers need to be effective communicators, needing to both engage
with the client and also develop internal relationships to ensure
promises are delivered upon. Another key responsibility of the account
manager is to identify business opportunities and help drive business
results for their company.
* Why is taking this Account Management training course a good idea?
* Well, just imagine if you were better able to:
* Build effective business relationships with clients and help drive
sales performance.
* Add value to clients and help ensure their requirements are met or
exceeded.
* Measure the performance of your key accounts and adapt their
approach accordingly.
* Understand the key attributes required for success and work on
developing them.
* Set a strategy for sales success and create action plans for
pre-defined goals.
* Monitor and measure your own performance and set your own targets.
* Ultimately, this training will help employees to focus on what is
required to succeed in the role of account manager, building a
strategy with clear actions and helping the organization to business
success.
Account Management can be a very challenging role depending on the
number of clients, the range of industries the clients represent, and
the nature and attitude of the client. The main focus of the role is
to provide continual client service to clients, this may include
quarterly or annual business reviews, additions to the account in
terms of extra services supplied plus face-to-face and online
meetings, on a regular basis.
The Account Manager will also be responsible for delivering high
levels of client service to ensure that clients do not leave and will
need to create a strategy around this. This strategy will depend on
the type of client in terms of size of the business commitment, Key
Performance Indicators plus contractual agreements which may dictate
the framework for the relationship.
Building a personal relationship as well as a business one is key to
becoming an effective Account Manager. After all, “It is easier to
fire a business associate or employee than it is to fire a friend”.
COURSE TOPICS:
* Introduction and Objectives – Building an understanding of what
you can expect to cover during the training course and providing them
with an opportunity to identify key elements of importance to them.
* Account Management Vs. Sale Techniques – Establishing the
difference between developing an account management relationship
against the task of developing sales.
* The Organizational Perspective – Understanding the internal scope
of influence and where account managers should expect support and
resources internally to help them achieve results and support the
client. Includes an opportunity to assess current working practices.
* The Roles and Responsibilities of Account Managers – Account
Managers wear many different hats. This section reviews the different
role requirements of Account Managers and aligns this to the
organizational responsibilities to help align the relationship.
* Key competencies and attributes for Account Managers –
Highlighting the specific skill-set of Account Managers and what is
required to be a successful Account Manager. This covers both the
fulfilment of tasks as well as the way in which that task is
fulfilled.
* Types of Key Account – Identifying the different levels of key
account, their importance and how they should be handled. Includes a
review of your specific accounts.
CASE STUDY 1 – A Multi-National Company – Exploring the themes
covered so far and introducing new learning points.
* Portfolio Analysis – Assessing different accounts and defining
key account attractiveness based on specific criteria. This helps
identify potential customer growth rate, value and profit potential.
Includes a review of existing accounts.
* Setting Performance Metrics – Looking at lifetime value metrics
for clients and measuring account management achievements.
Understanding different performance metrics such as; client retention,
revenue growth, relationship growth, profit margin, client
satisfaction and how these can be set.
* Measuring Performance – Completing a survey to establish how well
current business metrics are being met and what gaps there may be.
Understanding the challenge to measuring business metrics and the
solutions we can put in place to deal with them.
CASE STUDY 2 – A Local Organization – Exploring the themes covered
so far and introducing new learning points.
* Key Account Plans – Using these important tools to help build and
maintain successful accounts. These help; identify strategic clients
and accounts, track revenue against target, define strategy and
targets, identify risks and implement corrective action where
required. This section includes pan templates and a chance to practice
understanding.
* Summary Activity – Bringing it all together and establishing
knowledge retention.
* Learning Logs and Action Planning – Setting actions for further
development.
This course is highly interactive and contains exercises and
activities to help keep you engaged and to ensure learning is
embedded.
COURSE FEATURE:
At the end of this Account Management training you will be able to:
* Practice Account Management with an organizational perspective
* Demonstrate the key competencies required for successful Account
Management
* Conduct a portfolio analysis to identify key accounts
* Measure the performance of your key accounts
* Record and document key events
CERTIFICATION:
Once after the training you receive course completion certificate from
Mangates
WHO CAN ATTEND?
Anybody who is interested in learning Account Management Skills.
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03/08/2021 Last update