Workshop on
Customer Acquisition &
Key Account Management
By M. K L Batra.
In today's competitive landscape ensuring your key accounts are well-managed is essential if maximum profitability is to be achieved. This workshop provides best practices that can be adopted by all types and sizes of organizations, to develop and sustain strategic client relationships. This is a practical workshop with suggestions that are usable and can be implemented immediately to deliver outstanding results.
It includes many exercises that challenge delegates to reflect on how the principles taught can be applied to their accounts. Delegates will leave the workshop with an action plan containing ideas that they can implement to improve their key account management. From the start of the relationship through to managing existing accounts, the course identifies ways that the relationship can be developed and sales increased.
Techniques for improving the depth and breadth of account penetration are covered.
The use of proposals, managing account meetings, understanding the motivations of buying behaviour – including the emotional influencers, and building buyers need are all examined through participative discussions and specific exercises.
The role of an account manager carries a high level of responsibility. This workshop is therefore a very worthwhile investment in order to maximise success and business performance whilst avoiding the many potential costly mistakes that can be easily made.
Workshop Benefits:
• To consider the changing role of the Key Account Manager.
• An understanding of key account management strategic principles and practice
• Techniques for achieving your account goals and objectives
• Proven methods for increasing the penetration throughout the depth and breadth of your accounts, & developing partnerships in business
• A broader understanding of how people behave and the impact on buying decisions
• A tool kit of practical ideas to manage and develop your key accounts to their full potential
Target Audience:
A sales manager, relationship manager, customer acquisition manager or anyone who is looking to grow his business by customer acquisition and penetration of key accounts.
Designed for anyone who manages, wants to understand how to manage accounts.
Typically delegates that attend are Account Managers, National Account Managers, Key Account Executives .Very often, other employees who are involved in working with large customers such as technical support and customer liaison attend this workshop.
Workshop Schedule:
The workshop will cover the following aspects in depth:
Techniques for Customer Acquisition-
• Top Micro Marketing Techniques
• Top Client Benefits
• Top Competitor Insights
Selecting and categorizing key customer:
TheSelecting and categorizing key customer
• Why is choosing the right customer so important
• Selection criteria
• Categorizing key customers
Relationship stages
• Basic relationships
• Cooperative relationships
• Interdependent relationships
• Integrated relationships
Developing Key relationships:
• The customer’s point of view
• Developing relationships
• Managing relationships
The Buyer Perspective:
• The purchasing context
• Buying company strategies
• Balance of power
Key account Profitability:
• Sustainable competitive advantage and key accounts
• Customer retention and profitability
• Impact of business of this lack of customer focus
• Measuring risk and return
• Estimating whether key accounts are creating or destroying shareholder value
• Valuing key accounts
Key Account Analysis
• Market segmentation and key account management
Planning for Key Accounts
• Strategic marketing planning
• Key account planning
• Developing a strategic marketing plan for key accounts
Processes- Making Key Account Management :
• Considering implications of customer strategies
• Incorporating account plans in business planning
• Coordinating across boundaries
• Analysing key accounts, developing strategy and planning
• Developing business, capturing opportunities
• Selling and negotiating
• Customizing products and service
• Managing the product mix
• Developing Transaction handling
• Providing customer training
The role & requirements of a successful Key Account Managers
Faculty:
Mr. K L Batra
• Country head- Chugoku Marine Paints (Singapore) Pte Ltd.
• Over 30 years of rich experience with companies like Larsen & Toubro, Bajaj group and Asian Paints India Ltd. (As Head of Industrial Paints) –Total Managerial Experience – 35 Years
• Qualifications –
o Bachelor Of Engg. – BHU IT
o MBA ( IIM Kolkata ),On The Roll Of Honour Of IIM Kolkata
• Conducted In Company Training In –
o ACC, Crompton Greaves , Philips, Videocon, Indian Oil, Larsen & Toubro, JWT, Tata Motors, Honeywell & Many Others
• Various International Speaking Assignments
Timings
9:30 am - 5:30 pm , Registration begins at 9:00 amHow to Register
• Fees: Rs. 7,500/- +10.3 % service tax per person
• Please write to register@princetonacademy.in / Call -022 66976892
• Mention the name of participant, company, contact details .
• Cheque favouring Princeton Academy Mumbai II Pvt. Ltd. payable at Mumbai.
• Fees includes lunch, tea, course material etc.
Register for Seminar
Online Registration form
Contact us
Registered Office Address
Princeton Academy
502 Shalimar Morya Park,Link Road,Andheri [W], Mumbai - 400053. INDIA
Tel: +91 22 66976892 | Fax: 022 26733060
Email: register@princetonacademy.in
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