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Successful Account Management

Successful account management - Day one

The role and responsibilities of the account manager

  • What your company expects
  • What your customers expect

The role and responsibilities of the buyer

  • What is expected of buyers
  • How are they measured

The changing focus of trading relationships

  • What are retailers saying?
  • How do retailers measure suppliers?
  • What capabilities are they looking for?
  • How suppliers are responding
  • How are suppliers responding?

The current environment and what it means to the account manager

  • Key retail trends
  • What the future looks like – how your business is likely to be impacted
  • What it takes to build sustainable trading relationships

The selling process

  • Key steps in the selling process
  • The supporting tools

Developing customer business plan

  • Understanding your customer and their needs
  • Identifying opportunities
  • Setting SMART account objectives
  • Developing strategies to deliver account objectives that meet your customers needs

Successful account management - Day two

Planning for successful and effective customer meetings

  • Developing winning customer proposals
  • Incorporating features, benefits and the numeric argument
  • Pre-meeting preparation and planning (incorporating IGD meeting and negotiation planning tools)

The customer meeting

  • Conducting an effective customer meeting
  • Anticipating and overcoming objections
  • Customer meeting case study and role play using meeting and negotiation planning tools
  • Meeting follow up

Effective business planning

  • Account plans versus Joint Business Planning, what’s the difference?
  • Developing meaningful objectives and strategies
  • Using scorecards to measure category and company KPI’s

Start and end time

The workshop starts at 9.00am and finishes at 17.00pm

How this workshop is delivered

We know that people learn in different ways: by sight, sound and touch. Our Successful account management training workshop is highly visual, interactive and practical. Group exercises and discussions are used throughout and we ensure that attendees ‘learn by doing’ so that you can apply your new knowledge and skills back in your business.

Participants will receive a copy of the key training materials.

Hosted in our newly refurbished state-of-the-art training suite at IGD.

Customise a course to suit your team

If you don't see quite what you're looking for, why don't you let us develop something that meets your needs? Most of the workshops we deliver are customised to our clients’ requirements. You may want a more in-depth approach, or to include our wider expertise on category leadership, customer engagement or commercial excellence. Email to discuss how we can tailor a solution for you.

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