Major Account Management and Development

Workshop Description: Major accounts are the top 20% of the organization biggest customers which bring in 80% of the revenue. These accounts need special attention from our account managers in order to understand their requirements, to delight them, to grow with them, to discover new opportunities in them and to develop long term partnership with them.

• Do your account managers know how to select, plan, grow and partner with your major accounts?
• Do you know the most important and most critical needs of your major accounts?
• Have you nurture solid relationships with our major accounts? How can we strengthen your relationships?
• Have your organization proactively service the eminent needs of your major accounts?

This workshop is designed from both the business and the operational perspectives. It gives the participants an in-depth understanding of major accounts and how to grow and to profit from them.Intended Audience: Major Account Managers, Customer Service Managers, Operational Managers, Sales Managers and all managers and staffs serving critical or major accounts

Pre-requisites: Participants should be working in major account environment to appreciate this workshop better.

Workshop Objectives:

At the end of the workshop, participants will be able to:

• Understand what is major account management
• Know the 4 customer’s perspectives of account management
• Know the 3 tiers of customer management and their needs
• Learn about major account profiling and planning
• Implement Major Account Profile fruitfully in their working environment.
• Uncover the critical needs of the major accounts so as to fulfill such needs better
• Understand how to identify and select major accounts
• Know how to conduct the first and subsequent Major Account Meetings
• Formulate a growth strategy for each major accounts
• Win trust from these major accounts
• Know the professional account management skills
• Professionally terminate or disengage from non-performing accounts

Workshop Outline

• Introduction to Major Account Management
• The 4 Customer’s perspective levels
• The 3 Customer Management Tiers and their needs
• Selecting Major Accounts
• Opening a Major Account
• Major Account Profiling
• Listening skills and questioning techniques
• Nurturing Major Accounts
• Creating Opportunities with Major Accounts
• Retiring Major Accounts
• Case Studies/ Role Plays

Workshop Methodology: This comprehensive and dynamic workshop will be conducted with a good blend of instruction and discussions. Several case studies and real life examples will be discussed.

Workshop Duration:

• 2 Days (Sales Major Accounts)
• 2 Days (Customer Service Major Accounts)