Strategic Account Management
The StrategicAccount Management program demonstrates how to prioritise different customers and major accounts to increase the return on your investment. Participants will learn how they and their teams can better allocate time and resources to generate even greater profits.
Focusing on the development of strategic account plans to reach sales targets and improve profits, this program introduces a critical tool kit that will enable business teams to successfully plan, understand and build sustainable relationships with their existing accounts. To ensure the program is immediately beneficial, it is designed with built-in action steps and key performance indicators.
While the 80/20 rule of revenue split still applies for some organisations, for many, that rule has changed forever. Customers have become more sophisticated in their buying strategies. Consequently, successful sales teams need to become more sophisticated in their account management strategies and rethink and adapt their approaches for each customer and scenario.
Satisfied customers can lead to increased profits, yet creating satisfied customers is not as simple as lowering prices and offering incentives. Organisations must build relationships with their customers, understand their changing needs, increase their loyalty and anticipate the expectations of prospective customers.
How to develop criteria for major account status:
- Applying the framework to your business
- Completing a competitive market segment and trends analysis
- Understanding the key reasons for major account failure
Understand the process in developing a major account:
- Defining valued-added for your accounts
- Auditing value-added for your business
- Selecting criteria for major accounts
Increase sales by identifying the four key requirements of a major account:
- Establishing the four critical factors in your major accounts
- Developing steps to build a major account program
- Building a lasting sales relationship with your major accounts
Key financial measures for your business:
- Applying financial rigour to each account
- Examining ways to increase account profitability for your business through the client
Develop structured ways to increase account share:
- How to devise strategy for account share
- How to increase share of wallet
- How to utilise cross-functional resources
- How to develop major account strategy
The program is for senior executives, functional heads of businesses and sales managers involved in strategic management of key accounts.
Each participant will have developed their own style in managing key accounts. This allows participants to learn from the experiences and expertise of the other participants.
Participants on the StrategicAccount Management program will learn to:
- understand the critical needs of their major customers;
- develop ways to protect strategic accounts;
- understand their customer base and delivery culture;
- build a profitable and customer driven organisation;
- leverage their competitive advantage of major accounts; and
- develop mutually beneficial relationships with key decision makers.
Stephen Kozicki
With over 20 years experience in conducting high impact workshops, both in Australia and overseas, Stephen Kozicki has become a highly sought after presenter on a range of business development topics.
Stephen commenced his sales and marketing career with 3M. He spent many years developing account strategies for industry groups and was involved in major contract negotiations with some of the Top 500 companies in Australia. Today, Stephen is the principal partner in one of Australia's leading business advisory firms, Gordian Business Pty Ltd, specialising in business development and focusing on increasing productivity and profitability for his clients.
He holds a Master of Business, Diploma in Training & Development and a Graduate Certificate in Marketing.
Stephen is the author of two Australian business books. His first, The Creative Negotiator, (Gower Publishing/Boston Publishing,1993) is now in its third reprint and has been translated into seven languages with over 120,000 copies sold worldwide. His second book, The Persuasive Presenter, (Bennelong Publishing, 2004) is also published in India.
Gary Peacock
Gary Peacock is a specialist in improving and sustaining business performance. His expertise includes implementing business strategy and improving sales effectiveness, financial performance and business processes. Over 20 years, Gary has worked in various capacities including sales, engineering, production and service.
He holds a Masters degree from Cranfield, an MBA from AGSM, and has presented to diverse audiences from the boardroom to the factory on topics including Managing Risk, Change Management and Improving Sales Productivity.
As a consultant, Gary helps organisations to innovate their processes to increase sales productivity and effectiveness and is regularly involved in resolving complex commercial disputes with multiple parties, both in Australia and internationally.
With Stephen Kozicki, Gary co-authored the business book The Persuasive Presenter.
Dates
11 - 12 October 2010, non residential
Fees
$2,970 (inc GST)
Fees include tuition, program materials, and catering.
Venues
MGSM North Ryde Campus
99 Talavera Road, Macquarie Park
North Ryde, NSW, 2113
Program Coordinator
Macquarie Graduate School of Management
Phone: + 61 2 9850 9016
Fax: +61 2 9850 8630
Email: Public-Programs@mgsm.edu.au
