Professional Account Management

Professional Account Management
WORKSHOP AIM:

The aim of the workshop is to develop the participants’ account management skills so that they are able to offer a high level of client support and to develop business opportunities.

WORKSHOP OBJECTIVES

By the end of the workshop participants will be able to:

Understand the key skills and behaviours required to
       successfully carry out the role of an Account Manager

Prepare an account plan for a key account

Develop and manage positive client relationships

Plan and prepare to manage a client review meeting

Identify customer needs and buying criteria and match the products/services of the firm to the requirements of the client

Understand and adopt different sales approaches depending on the interests of the client

Identify and develop cross selling opportunities

Effectively present tailored solutions to meet customers specific needs in order to generate differentiate and competitive edge

Effectively manage difficult, complaining or dissatisfied customers

Workshop Content

The Role of a Professional Account Manager

Key role & responsibilities of an Account Manager
Client expectations of service provider- What the client wants!
The three key roles for being an effective Account Manager
Delivering against expectations, key actions

Understanding the Clients – Proactively Developing the Relationship

Key client information
Client knowledge matrix, gap analysis, knowledge acquisition
Multi level contacts
Decision making unit
Product/service penetration analysis, cross selling opportunities
Building and working the action plan
Account Planning

Staying in Regular Contact with the Clients

Communicating with the client
Methods of communication – Why & When
Reason for the meeting, encouraging more face to face meetings
Formal - In-formal, corporate

Developing Positive Client Relationships     
                        

Interpersonal skills & communication skills
Modifying approach depending on individual personalities
Johari Window – model of interpersonal relations
Rapport Building, honest & open feedback
Gathering quality information

 Structuring & Managing the Client Meeting

Client Relationship Process – Proactive sales activities
Research, planning & preparing for the meeting
Managing the review process, fact finding, feedback
Structuring the meeting
Opening the meeting
Identifying & developing client needs/requirements
Developing cross selling opportunities

1st Client Meeting Role-Plays

Participants will conduct a client review meetings using real client case studies - Review and debrief – coaching for improved performance

DAY TWO:

Presenting Solutions to Customer Needs

Matching solutions to customers needs
Features, advantages, benefits & evidence
Modifying approach depending on client interests
Presenting products/services to meet customers needs and develop differentiation

Managing Client Resistance to New Ideas

Attitude and emotions
Process for managing resistance
Syndicate exercise
Strategies to over come typical client objections

Gaining Client Commitment to Recommendations

Attitude
Timing
Levels of commitment
Adopting right approach for client

2nd Client Meeting Role-Plays

Participants will conduct client meetings using real client case studies

Review and debrief – coaching for improved performance

Dealing with Dissatisfied and Complaining Customers

Anticipating and managing dissatisfied clients
Managing expectations
Emotions & attitudes
Behaviour & skills
Key steps to successfully managing client complaints
Dealing with difficult customers
Service– Realistic & acceptable
Retaining the relationship
Managing & dealing with conflict

3rd Client Meeting Role-Plays

Participants will conduct client meetings using real client case studies

Review and debrief – coaching for improved performance