CPD - Account Management (Sales & Marketing)

Today’s Key Account Manager needs a clearly defined, timely and dynamic approach to the planning process not just for the present but especially for the future. This programme offers an insight into the key strategic and operational processes as well as the marketing principles that will enable delegates to understand the importance of getting the account management strategy right and develops the skills needed to do it.                                                                                                                                                                            Programme Contents                                                                                                                         The Role of a Successful Key Account Manager                                                                                          An Introduction to Basic Management Principles                                                                                    The Ladder of Goodwill                                                                                                                    Why Customers Buy - Increase/Reduce Theory                                                                                  Situational Analysis                                                                                                                    Preparing Your Strategy- Strategic Thinking and Strategic Planning- Strategic Goals- Operational Objectives and How to Achieve Them- Developing Initiatives                                                             Implementation, Planning and Account Penetration- Closing the Gap, Individual Gap Analysis- Stepping Stones to Implementation- Measuring Progress Against Objectives- Gantt Charts- Responsibility and Involvement Matrix                                                                                                                          Understanding the Marketing Process- What is Marketing?- Marketing Mix and Selling- Some of the Key Initiatives and Principles- Bringing It All Together                                                                                          Managing Buyer Relationships  - Causes of Stress- How and Why People are Influenced by Different Factors- What Motivates People                                                                                                    Designing and Presenting Winning Proposals                                                                                                    The Benefits of a Well Managed Meeting- A Meetings Model- Key Roles- Use Your Agenda to Your Advantage- Setting Priorities for Client Meetings                                                                                 Case Studies and Syndicate Exercises