Key Account Management: selling to strategic customers

- Identify and classify strategic customers
- Build an Account Plan by choosing the most effective development strategy for each strategic client
- Prepare a tactical action plan and monitor its execution
- Successfully conducting the negotiation by overcoming the barriers posed by the client
- Acquire communication techniques for a solid relationship with different stakeholders

- Key Account Manager
- Senior salespeople
- Sales technicians in charge of strategic customer acquisition, development and management

Strategic vision of the client and development of the action plan
Define and apply business strategy: prerequisite for building a Account Plan
- Definition of strategic customer
- The mission of the added key account manager
- The key information to be collected to develop a "customer identity card"
- Customer portfolio analysis and identification of different opportunities on a strategic customer
- Hierarchize targets: turnover/potentiality
- Strategies to use: the decision matrix for a strategic client
Knowing the client's decision-making circuits
- Identify and know the actors in the purchasing process
- Improve the relationship with each actor in the decision-making circuit
- Piloting actions and strengthening control over the decision-making circuit
From Account Plan to Daily Action
- Turning strategy into concrete goals
- Plan the actions to be put into practice
- Allocating resources between management, retention, development
- Managing time according to priorities
Knowing how to manage the business
- Ranking customers according to indicators of profitability and potential
- Customer profitability evaluation indexes
- Analysis of turnover and marginality of strategic customers
Behavioral effectiveness in strategic customer relations
Prepare and anticipate
- Understand the mechanisms of relational strategy
- The construction of an effective approach differentiated by interlocutor
Define the milestones of business negotiation
- Minimum goals, non-negotiable areas
- Anticipating and dealing with demands: the quid pro quo matrix
- Distributive and generative negotiation
- Reaching a win-win agreement
Conducting difficult negotiations
- How to overcome the bargaining strength of the strategic customer
- Identify the psychological profile of stakeholders to modulate your offer
- Lead the negotiation, overcoming background barriers and handling difficult situations
- Coping with pressures and facing obstacles: the tactical tools to know
Present the bid in front of the decision-making group.
- Conducting a multi-stakeholder meeting
- Making the meeting a strategic tool
- Submit the bid to the decision-making committee
Maintaining the relationship and building loyalty
- Prepare the customer plan to be presented in the company
- Be the true manager of the customer
- Planning cross-selling actions as a loyalty tool
- Define moments for periodic verification of customer satisfaction
- Set any recovery actions
Exercises
Case studies, role plays, self-diagnosis. Each phase of the course involves work on each participant's major clients, which is then summarized in a personal book.