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Key benefits
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Encourages a common understanding of account planning processes between marketing, production and NPD
- Promotes strategic thinking to plan the main activities that will match the customers long term needs
- Creates a clearer understanding of the steps needed to protect and develop new and existing customers
- Aligns account management processes to ISO 9000 standards
Who should attend?
- New and experienced key or national account managers who wish to increase margins
- Sales managers and directors who wish to introduce strategic account management
- Marketing and NPD managers who are closely involved in the account planning process
- Sales people who have potential to move into an account management role
Workshop style
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Informative presentations of account management practices
- Practical and lively hands on learning sessions
- Opportunities to try out tools and techniques on live customers
- Discussions about problems and successes of managing customers
People will leave with
- An understanding of what Strategic Account Management really means
- A greater awareness of the positive impact of strategic planning on the business
- Increased confidence in communicating customer needs to other departments
- Practical tools and techniques that can be used immediately
- A commonsense framework for creating account strategies for growth
- Skills to enhance rapport with customers so that they “buy in” to account plans
Course leaders
Ashley Pinder
Over 20 years sales and marketing experience Ashley has worked for major blue chip
international companies in the food industry including Guinness, Macphie of Glenbervie and Heinz.
He has up to date knowledge and experience of account planning from his roles as Sales Director and National Account Controller.
Nick Belcher
A proven track record of sales and marketing with both food service and retail customers.
Formerly National Sales Manager with Lyons Tetley, he was Sales Director with ARAMARK and a consultant
with Coverdale Training. He has trained people from organisations including Defra, Bernard Matthews Foods and Yoplait Dairy Crest.
Course overview -
Factors that prevent effective account management
- Selecting the “right” customers for growth
- Getting support for account plans from the business
- Keeping track and measuring progress against plan
- Practicing tools and techniques on live customers
- Techniques for gaining customer “buy in”
- Personal action planning for change
- Maintaining a strategic outlook to cope with change
- Exploring defensive and offensive strategies
Costs
1 day non residential workshop including materials, lunch and refreshments: £595 + VAT per person.
10%discount for booking 4 weeks in advance and 25%discount for each additional delegate.
Send cheques to Cornerstone Solutions and make payable to Cornerstone Solutions Training Ltd. Corner House, Church Road, Great Milton, Oxon OX44 7PB
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