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Key Account Development

Intelligent Account Management

Business need

Your company's key accounts are your competitors' key prospects. Your profits depend more on acquiring, protecting and developing key accounts than on any other single activity. During the course you will learn how to identify 'who's who in the zoo' in terms of organisation structures, politics and power and how to motivate key influencers and decision makers to help you beat the competition.

Who will benefit?

Anyone responsible for managing key customer relationships including key account managers, national/major account managers, field/national sales managers, sales or business development directors. Note: this course does not cover basic selling skills and it is assumed that delegates are fully trained/experienced in fundamental sales techniques.

High spots

* Apply TACK IQ to your own accounts - this easy to use electronic account development system enables key account managers to save time, consolidate critical business information, plan their strategy and ultimately deliver profitable key account business. The system is totally flexible and you can use the elements you find most valuable to research your key customers, assess where the power lies, forecast revenue and plan tactical activities

* Drill Down to FIND Solutions - become a skilful investigator by employing TACK’s powerful questioning model. Use our 4 phase questioning technique to get to the heart of your customers’ unidentified and identified needs

Key learning points

* Define key accounts and key account management - understand the process of key account management, what makes an account 'key' and how certain customer accounts evolve from merely transactional to strategic partnerships

* Identify the different personality types involved in a complex sale - understand your own personality and how to adapt your selling style to the needs of different individuals

* Identify and prioritise your own key accounts - use a logical process to rank and prioritise your target accounts against key criteria including attractiveness, business potential and relationship analysis. Provide a rational rather than emotional view of your chances of winning the business

* Analyse organisational structures - identify formal as well as informal reporting lines and networks to understand where the power lies within each of your key accounts. This will help you to plan your approach carefully and present a powerful solution which appeals to all decision makers and influencers within your customer's organisation

* Identify the priorities, wants and needs of your key account customers - understand that key accounts tend to involve multiple decision makers who are motivated by a variety of (sometimes conflicting) different priorities, wants and needs, each of which you must identify and respond to

* Differentiate yourself from your competitors - see the competition through your customers' eyes and adapt your offer accordingly


Using TACK IQ you can:

* Assess whether an account is in fact a KEY account
* Manage multiple sites, locations, branches
* Map out the decision process visually
* Share information and provide internal updates on the progress you make within your key accounts
* Import all key documents, eg annual reports
* Categorise the different personalities involved in your account
* Assess your competitive position and devise your strategy accordingly
* Conduct a regular SWOT analysis, save the data and compare to the current situation
* Forecast objectively, consistently and accurately
* Plan negotiations and key presentations with the built in checklist tools
* Coordinate daily activities with the Event Planner Access key notes and materials taught on the course through the built in TACK library


Related Courses:

Profitable Negotiating
Field Sales Management
Winning Sales Presentations