Key Accounts Management
& Client Development

This five-day course will show you how to adopt a practical approach to planning, analysing and implementing a closer relationship with your strategic accounts and defend profitable customers against hungry competitors. This seminar looks beyond the traditional view of sales and marketing as a management activity focused on generating revenue from satisfied customers and dwell deeper into the web of relationships that surrounds organizations and how they operate within this network in order to be successful. It focuses on the development of mutually beneficial relationships with an organization’s stakeholders, explores the tactics and strategies used to develop or improve the image and reputation of an organization, and examines the principles of customer acquisition and retention.

Ce cours comprendra

• Understand customers better and how longer term relationships can add value to organisations
• Acquire the tools and techniques necessary in developing client relationships to strategically benefit you and the organisation
• Gain an appreciation of key & strategic accounts and increasing confidence in managing these
• Deploy the marketing mix to think – and act - cohesively and focuses the resources appropriately in the development of key accounts
• Generate an understanding of the total process of relationship marketing and strategic market planning

 

Quels sont les objectifs ?

A la fin de ce cours, les participants seront capables de :

• Create and nurture sustainable accounts relationships that maximize annual revenue and accounts retention
• Understand the principles of strategic accounts management and the importance of major growth customers
• Evaluate methods to defend key accounts against competitors & the importance of keeping relationship fresh through an accounts plan
• Analyse organisations’ current relationship marketing strategies & make right decisions when deploying limited resources to achieve the best returns
• Generate recommendations for improving & embedding a relationship marketing orientation through appropriate strategies & techniques

 

Who is this Course for?

Ce cours s'adresse à un large éventail de professionnels, mais il leur sera très utile :

• Aspiring and new accounts professionals aiming to develop their planning and customer management skills
• Existing accounts professionals who wish to augment their current knowledge and skills in this area.
• Other professionals involved in accounts management & client development such as: Accounts professionals, Client service professionals, Sales professionals, Marketing and product professionals, and Business development professionals

 

Comment cela sera-t-il présenté ?

'This course will utilise a variety of proven adult learning techniques to ensure maximum understanding, comprehension and retention of the information presented. This includes a series of mixed-mode lecturer-facilitation and seminar work in a workshop style. The intention is to explore the concepts of accounts management and client development in depth, applying lecture content in a practical context. Frequent use will be made of student-led discussions to encourage the application of learning, communication skills, and group work.

 

• Certificat d'achèvement AZTech pour les délégués qui assistent au cours et le terminent.