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Key Account Planning and Relationship Development

  /    /  Key Account Planning and Relationship Development

It costs businesses 14 times as much to win a new customer than to secure contract renewals and repeat business from existing relationships. Businesses rely on their sales professionals to build and maintain profitable relationships with clients. Nearly 80% of an organisation’s business comes from 20% of their customers. That is why sales people must be knowledgeable in strategic account development to keep clients happy.

This course is designed for experienced sales professionals who already have an understanding of the sales process but will also welcome people at the beginning of the learning journey in key account planning and relationship management.

At the end of the course delegates will be able to:

  • Profile and segment your account portfolio using a range of tools
  • Populate the AIM – account influence and management assessment
  • Define areas of competitive advantage in a real life case study
  • Know, understand and apply effective relationship mapping
  • Establish a “where we are now, where we want to be” structure
  • Learn and apply the MBLSS action model
  • Explore and assess the value of a range of quantification / qualification models
  • Review and build a best practice account planning and relationship development template
  • Profiling the ideal account
  • Analysis of existing major accounts
  • Spiral, comfort, stretch, panic, spiral
  • Seeing the account as a marketplace
  • Entry Strategies
  • Relationship Building
  • The trusted advisor concept
  • Multi level selling
  • Changing Markets
  • Customer Charter
  • Buying Influencing Chart
  • Moving from being an outsider to becoming a business partner
Course Overview

It costs businesses 14 times as much to win a new customer than to secure contract renewals and repeat business from existing relationships. Businesses rely on their sales professionals to build and maintain profitable relationships with clients. Nearly 80% of an organisation’s business comes from 20% of their customers. That is why sales people must be knowledgeable in strategic account development to keep clients happy.

This course is designed for experienced sales professionals who already have an understanding of the sales process but will also welcome people at the beginning of the learning journey in key account planning and relationship management.

Course Objectives

At the end of the course delegates will be able to:

  • Profile and segment your account portfolio using a range of tools
  • Populate the AIM – account influence and management assessment
  • Define areas of competitive advantage in a real life case study
  • Know, understand and apply effective relationship mapping
  • Establish a “where we are now, where we want to be” structure
  • Learn and apply the MBLSS action model
  • Explore and assess the value of a range of quantification / qualification models
  • Review and build a best practice account planning and relationship development template
Course Outline
  • Profiling the ideal account
  • Analysis of existing major accounts
  • Spiral, comfort, stretch, panic, spiral
  • Seeing the account as a marketplace
  • Entry Strategies
  • Relationship Building
  • The trusted advisor concept
  • Multi level selling
  • Changing Markets
  • Customer Charter
  • Buying Influencing Chart
  • Moving from being an outsider to becoming a business partner

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