Key accounts are the life blood of your business. Effective key account management is essential to creating and maintaining a successful organisation. A key principle of relationship marketing is the retention of customers through varying means and practices to ensure repeated trade from pre-existing customers by satisfying requirements above those of competing companies through a mutually beneficial relationship. This technique is now used as a means of counterbalancing new customers and opportunities with current and existing customers as a means of maximizing profit and counteracting the "leaky bucket theory of business" in which new customers gained in older direct marketing oriented businesses were at the expense of or coincided with the loss of older customers.
Who should attend
This program will benefit all sales staff, their managers, supervisors, leaders, and those who wish to improve their understanding and skills in relation to the application of key account management principles.
Upon completion of this program, you will be able to:
Plan and Structure customer contact more effectively
Understand the elements of consultative communication and improve skills in this area
Discover opportunities to guide customers towards suitable products to fulfil their needs
Improve probing and listening skills
Make a conscious effort to understand the customer’s business environment before, during and after the call
Be genuinely interested in the customer’s questions and remarks in order to continue 2-way communication for longer periods of time
Build better relationships with customers using empathy
Recognize each customer’s unique personality and adjust accordingly
Be smart about buying signals but practice patience in the voice tone
Understand various types of probing questions and be able to apply suitable questions according to the flow e.g fact finding questions, leading, requesting for decision etc.
Materials: Notes, Bullet point presentation. Delivery: Power Point notes Flip chart. Group discussions. Case studies. Practical cases and group exercises.