Course Overview
What is Strategic Account Management? Strategic Account Management (SAM) refers to growing of the current account by the strategic account manager to ensure consistent profits and revenue. This necessitates that the managers accountable for certain accounts work towards building strategic and beneficial relationships with their key customers and also stay ahead of the competition. To achieve these objectives, the account manager needs to align the resources across the company.
Do you want to grow and sustain your business accounts to add value to your bottom line? This training program designed by ZOE Talent Solutions will support the participants to come up with an effective plan for generating sales of high value, improve margins, stand in front of the competition and maintain credibility with the clients for regular business.
Course Objectives
This Strategic Account Management Training Course, will help you achieve the following:
- Plan the strategic account for growth
- Build and manage trustworthy relationships with the clients
- Navigate through competition
- Create value for the customers on an ongoing basis
- Partner with other departments in the organisation to ensure customer delight
- Get a perspective of the internal support functions on critical issues such as price, SLA’s and commercial terms and conditions
Training Methodology
To meet these objectives, this program offered by ZOE Talent Solutions will provide them the tools they need to grow and generate new business with confidence and also increase customer loyalty. In this highly interactive course, participants will understand how to increase their effectiveness.
The experienced instructors will use a variety of techniques such as interactive presentation, exercises, illustrations and case-studies. Role plays and group discussions with the participants across industries will also ensure an enhanced understanding, and retention of the information shared to achieve the focused learning objectives.
ZOE Talent Solutions applies the methodology of ‘Do-review-learn-apply’ in their training programs.
Organisational Benefits
The benefits that the organisations will get from this Strategic Account Management Training Course are as follows:
- Close new business opportunities with the existing accounts much faster
- Reduce the cost of acquiring new customers by expanding on the existing relationships
- Focus on managing the key accounts by assessing relationships
- Understand, assess the impact of the changing business environment and act accordingly
- Exposure to managing high-value deals
- Steering through challenging negotiations
Personal Benefits
Participants will get benefitted from this Strategic Account Management Training Course as follows:
- Understand the competencies of the top-performing Strategic account managers
- Handle escalations effectively
- Understand how to balance the customer and the company’s perspective
- Get exposure to how to manage deals of high value, settling major disputes, navigate through complex negotiations
Who Should Attend?
This Strategic Account Management Training Program should be attended by professionals who are:
- Entrepreneurs
- Directors
- CEO’s
- Heads of Departments
- Strategic Account Managers
- National Account Managers
- Global Account Managers
- Key Account Managers
- Business Development Managers
- Marketing and Sales Managers
- Product Management
- Customer Service Account Managers
- Service and Support Escalation Managers
- Finance and Legal Departments
- Client-facing Staff
- Professionals who wish to upgrade their career
- Working professionals in an organisation with an acumen and interest in Strategic Management
Course Outline
MODULE 1: STRATEGIC ACCOUNT PERSPECTIVE
- Explore the world of Strategic Account Manager
- Elements to understand fostering a business opportunity for deeper strategic relationship
- Economics of Strategic Account Management (SAM)
- Sales Tactics- An Overview
MODULE 2: PLANNING AND MANAGING YOUR ACCOUNT
- Components and Importance of Account Planning
- Managing account according to the Customer
- Opportunity Analysis
- Communication Plan
- Risk Mitigation Plan
- Performance Objectives and Action Plan
- Leveraging Technology to save your time
MODULE 3: RELATIONSHIP MAPPING (RM)
- What is RM?
- Importance of Relationship Mapping
- Credibility in the client-vendor relationship
- The enterprise Buyer Behaviour Model (BBM)
- Building your relationship map using the enterprise Buyer Behaviour Model (BBM)
- Stakeholders involved in client-relationship management
- Roles and responsibilities of stakeholders
- Relationship mapping procedure and discipline
- Evolution in the maturity of your relationship with the client
- Maintaining relationships with the influencers and decision-makers
MODULE 4: VALUE CREATION WITH EXISTING CLIENTS
- Creating a strategic client partnership
- How to identify opportunities to create value?
- Process of creating value
- Planning these opportunities with clients
- Using influential relationships to execute on these valuable initiatives
- How to create value during any change introduced by the client?
- Developing the ability to continually add value to the client
MODULE 5: ORGANIZING INTERNALLY – I
- Understand the Internal Sales Environment
- Managing and Controlling the Internal Sales Environment
- Mobilizing internal resources to add credibility, value, and mitigate risk
- Understand how to motivate internal functional partners to contribute to the growth of business
- Challenges faced when competing for Internal resources
MODULE 6: ORGANIZING INTERNALLY – II
- THE RACI Model
- How to utilize other departments to add value to your business?
- Understanding other support functions such as:
- Marketing
- Product Management
- Customer service and delivery functions
- Finance and Legal departments
- Improving delivery times
- Flexibility in the Terms and Conditions to win the business
- Skills to influence the client
MODULE 7: NAVIGATING THROUGH THE RELATIONSHIP THREATS WITH STRATEGIC ACCOUNT MANAGEMENT
- Identifying the direct and indirect competitors
- Frameworks and tactics for monitoring and planning against competition
- Understand how to navigate through threats and disruptions
- How to survive competition by making oneself aware of the competitive threats?
- Strategies to partner with individuals at the client’s place
MODULE 8: THE ENTREPRENEUR IN YOU
- Key Principles to help you succeed while pitching your plans
- How to present your plan to the internal team of VC’s to make your presentation more robust?
- The top-line and the bottom-line
