Key Account Management: Planning and Strategies
Overview
Building quality key account and customer relationship
strategies is the heart of successful business
marketing programs. The role of the sales manager
in establishing and nurturing these relationships
is vital .The sales environment is rapidly changing.
Long selling cycles, complex propositions and
high value sales make new methods necessary. This
program provides the latest thinking in sales
force strategy for companies who want to differentiate
their products and service by value-added elements
tailored to customize solutions for key customers.
Objectives
· Enable participants to define their account
management program better and to align their sales
efforts with specific customer needs and requirements.
· Help participants identify optimal targets
for their key strategic accounts and determine
the resource levels that should be allocated to
these accounts.
· Provide participants with tools to design
key account relationship strategies.
Benefits
After completing the program, the participants
will be able to:
· Define key accounts and develop a strategy
for their cultivation
· Design a customer relationship strategy
for key accounts
· Understand opportunity mapping of target
sales projects
· Align their sales efforts and key customers
effectively
· Define optimal targets for key accounts
· Understand and determine resource levels
that should be allocated to key accounts
· Utilize tools to design better key account
communication programs
Program Content
· Transforming the Traditional Sales Approach
with Key Account Management:
- Increasing importance of key account management
- Benefits of key account management
- Requirements for effective key account management
· Managing Complex Sales Situations:
- Organizing for key account management
- Managing the long-cycle, complex and high relationship
sales
- Sales engineering for better results
- Negotiating with complex customers
- Partnership strategies for key accounts
· Key Account Relationship Selling and
Sales Management:
- Personal relationship and account management
- Company-to-company relationship in account management
- Key account relationship management within an
integrated marketing system
· Key Account Planning, Strategies and
Control:
- Key account analysis
- Key account objectives
- Key account strategies
- Controlling key account management activities
- Developing the key account master plan
· Sales Force Automation for Key Account
Management:
- Benefits of sales force automation for account
management
- Elements of a sales force automation system
- Requirements for an effective salesforce automation
system
- Sales force automation strategies
Methods of Program Instruction
The program will utilize a highly applied and
interactive training approach. A variety of training
methods and techniques will be used with emphasis
on hands-on exercises, cases, discussions and
an integrated workshop for preparing a key account
master plan. The training methods will also include
brief lectures and presentation of the latest
techniques and methods of key account management.
Who Should Attend
· Key account and sales force executives
· Key account managers
· Sales managers
· Marketing support services managers
· Sales people with key account responsibilities
· Key account team members
· All decision makers involved in key account
programs
Duration
The program will be held for a period of three
days. Sessions will be held from 8:30 a.m. to
4:30 p.m., including two brief coffee breaks and
a lunch break.
Language
The program will be conducted in the English language.
Program Instructor
The instructor of the program is Dr. Wesley J.
Johnston.
Dr. Wesley J. Johnston is the CBIM RoundTable
Professor of Marketing in the Robinson College
of Business and Director of the Center for Business
and Industrial Marketing at the Georgia State
University. He received his B.A. in Economics
from the University of Pittsburgh, an M.A. in
Psychology from Ball State University and an M.B.A.
and Ph.D. in Marketing from the University of
Pittsburgh.
Professor Johnston teaches in the Global e-Commerce
Executive MBA Program at Georgia State University
and has conducted seminars around the world on
electronic marketing. He regularly conducts an
executive seminar on Key Account and Customer
Relationship Management.
Professor Johnston’s research interests
include application of the behavioral sciences
to efficient consumer response models and customer
relationship management. He is the Director of
the American Marketing Association’s Relationship
Marketing Special Interest Group and one of the
lead instructors in the AMA’s Marketing
Boot Camp Program.
Professor Johnston has served as a consultant
in the areas of organizational buying behavior
and strategic selling; sales force design and
strategy; the marketing of professional business
services; and international competitive strategies.
Some of the firms, for which he has worked on
projects, include UPS, Cargil, AccuRay, Weyerhaeuser,
Carrier International, Bushnell, Unimation, Georgia
Pacific, and Hewlett Packard. He has been a visiting
professor at several foreign universities including
the Helsinki School of Economics. He won the award
of Marketing Professor of the Year while at the
Ohio State University.
Fee
The fee for attending the program is BD 645 per
participant. For three or more attendees from
the same organization, the attendance fee is BD
545 per person. The fee solely covers program
instruction, program materials, coffee breaks
and lunches. The fee excludes both travel to (or
in) the Kingdom of Bahrain as well as accommodation
and living expenses in the Kingdom of Bahrain.
Each participant will receive a copy of Dr. Johnston’s
book titled “Managing Salespeople”.
Venue
The program will be held in the Gulf Hotel in
Manama, Kingdom Bahrain.
Enrollment in the Program
To enroll in the program, please complete the
registration form and send it along with a check
for the attendance fee to:
Ms. Lina Mubarak
Ahlia University
P.O. Box 10878-Manama
Kingdom of Bahrain
Telephone: +973-17- 298972 / +973-17- 298997
Mobile : +973-3-9852985
Fax: +973-17-290084
E-Mail: lina@ahliauniversity.org
Please make checks payable to Ahlia University
in Bahraini Dinars.
Registration
Form
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