(Key) Account Management
Good account management means to have a deep knowledge and understanding of your customers that enables you to discuss solutions and strategies with and for them.
Sales is about building and maintaining strong relationships with customers. The sales person who knows his/her customers, their goals and challenges, the key people in the organization and their relationships within, their strategy, risks and values, and has a strong bond to the influencers in an organization has an invaluable advantage over competitors sales representatives.
This module focuses on the differences between selling and managing accounts, on long-term vs. short-term strategies, and on what it takes to become a good (key) account manager.
Basic ModuleBasic Account Management | Basic ModuleKey Account Management |
|---|---|
Selling vs. managing accountsUnderstanding the difference between simple selling and managing an account | Peer-to-peer sellingInvolving multiple levels within both organizations in the sales process |
Basics of account managementBuilding and maintaining relationships with customers | Key account managementCreating a strategic partnership with a customer at all levels of the organization |
Using a CRM systemBenefits of a CRM system for the salesforce and management | SWOT analysisUnderstanding your own and your customers strengths, weaknesses, opportunities and threats |
Customer segmentationDefining A, B and C customers and allocating time and resources appropriately | Strategic planning and sellingUnderstanding where the customer is headed, and defining short- and long term sales strategies |