Business To Business Sales Skills

Rationale:

It’s more than just breaking into the ‘Old Boys Club’, the network of big players; it is about developing key business relationships based on growth partnership strategies.
To achieve this there must be change – the focus must be ‘How Can I Help Grow Your Business’.

It is an essential part of growing and maintaining market share as well as staying competitive.

Key Account Management involves implementing deliberate relationship strategies designed to create mutual expectation and enhance market penetration through selected customers.

This course covers competencies associated to Key Account Management, it will clarify and define the principles of consultative/relationship selling.

Participants will learn how to establish differentiation between their organisation and their competitors, increase the contribution and loyalty for their key accounts and understand that true Key Account Management is about applying quality business acumen in a way that identifies and solves client problems and grows their business.

Who will benefit?
Salespeople who are responsible for developing and maintaining partnerships with key customers. Participants who have not received formal training in the area of strategic placement and consultative selling.

What Is the Duration?
In-house: One or Two Day
(Depending on the content covered and intensity of learning required)

Open-schedule: One day (When listed on our open-schedule calendar)

course contents

Module One:
Database and Key Account Management
This module looks at the essential database information required for effective Key Account Management.
_Generic Data Fields for Key Account Records
_Establishing the Demographics of the Database
_Strategic Data for Key Account Management
_Strategy for Maintaining and Using Database Information

Module Two:
Selecting Key Accounts
This module covers the need to sell the total package and not just the
product or service
_Selling Current Customers
_Process for Selection
_Partnership Qualification Analyser
_Choosing Your Partners
_Establishing Joint Objectives and Strategies (Business Plan)
_Understanding the Growth Network
_Understanding and Working with the Top-tier of Decision Makers

Module Three:
Developing Key Account Relationships
This module looks at concepts of key account management using points of
difference to establish stronger and more productive business
relationships.
_Implementing SWOT Analysis for Key Account Management
_Differentiation Process for Key Account Management
_Product/Service Analysis
_Competitor Analysis
_Strategic Placement for Competitive Selling
_Value Added Search
_Overcoming Price Barriers
_Establishing ROI Analysis (Return on Investment)
_Risk Management for Key Accounts

Module Four:
Communicating with Key Accounts
This module looks at how to communicate effectively with key account customers
_BRAD meetings (Business Review & Development Meeting)
_Communication Process for Key Account Selling
_Logical Progression of Questioning
_Gaining the Commitment