DESCRIPTION
The Strategic Account Management (SAM) program provides senior sales professionals and account managers with tools and techniques for developing and implementing effective strategies to grow business with their most important accounts.
KEY TOPICS
- Analysis of customer and Industry ‘Drivers’, which are the industry-specific issues that represent major challenges and opportunities for customers
- Strategic Account Management Best Practices
- Mapping and penetrating customer organizations
- Understanding the customer buying process
- Reaching and influencing senior executives
- Competitive analysis and differentiation
- Value Selling; recognizing and creating value for customers
- Developing account objectives, strategies and actions
- Orchestrating teamwork and strategy implementation
METHODS AND TOOLS
- Analysis and planning tools including Value Curve Analysis for identifying potential value creation opportunities and Strategic Action Screen for systematically developing account objectives, strategies and actions
- A highly realistic Competitive Simulation to enable application of the tools and techniques learned during the workshop
- An Account Planning Guide that enables the analysis of accounts and the development of account objectives, strategies and action plans
OUTCOMES, Participants will:
- Key Account Managers with a new capacity to plan, organize, and control all aspects of key account development
- Concrete account development plans with quantified goals
- Improved effectiveness in cross-border and cross-functional team performance
- Increased ‘share of customer’, revenue growth and profitability of key accounts
PARTICIPANTS
- Senior Sales Professionals, Account Managers, Marketing Managers and strategic account team members
PROGRAM LENGTH
- Three days, including 1 day for the competitive simulation