Account management training – ITD

Account management training works on how to take existing accounts and either develop business from them, or protect them from competitive encroachment. Account management is a part service, part sales role. With long term clients we are inevitably going to be involved in service issues. One of the challenges for the sales person is to make sure they give outstanding service, sorting out any issues, whilst maximising the sales opportunity.

Account management training in 2015

Account management training is needed more than ever to ensure your sales people are getting the most from their accounts and protecting them from competitive attack. Our account management training will invigorate them and refresh their approach.

Account management training with ITD

Account management training from ITD gives your team a refresher to their approach. Avoiding complacency, renewing effort, challenging assumptions and giving them a framework for success. The ITD approach is to give sales people a framework for account management and lots of tips and ideas to avoid complacency, and ensure the approach is fresh and challenging. The workshop involves your sales people bringing their accounts into the session for review. During the session their portfolio, and the specific accounts they choose are analysed in detail. In other words they train whilst they are doing work.

Benefits of account management training

1. Re-energises your sales team.
2. Gives your sales people new ideas and tips for their accounts.
3. Helps your sales team look afresh at their accounts.

Who could benefit from account management training?

• Account managers
• Senior account managers
• Key account managers
• Sales people
• Telephone account managers

Typical challenges of participants on our account management training

1. “I’m not sure what else I can do with my accounts.”
2. “I find it hard to go in with the same enthusiasm as when I first approached them.”
3. “I need a plan to develop the business.”

How do we tailor account management training for you?

1. We discuss your needs and objectives for the training.
2. We develop a training agenda as a starting point.
3. We add scenarios based on your organisation or market.
4. We pilot every session to test it

Tailoring our account management training

Our approach to is totally client focussed. We start with what you would like to achieve and your budget parameters. Then we work with you to explore the maximum value we can get for your budget.

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Account management training – overview

Pre workshop activity

• Meeting to discuss the participant’s needs and those of the organisation.
• Meet with some of your sales people involving joint sales calls where possible.
• Joint live calls if mobile, or listening to the sales people on the telephone.
• Draft workshop outline tailored to your needs.
• Agreement of agenda.
• Participants complete a short questionnaire and read the ITD Work Style Model in preparation for the workshop.

Typical Agenda

• Introductions and objectives
• The account manager role in your business
• Challenges with account management
• Coaching checklist for account management – identifying personal development needs
• Account portfolio – 80:20 rule applied
• SWAT analysis for the portfolio
• SWAT analysis for selected accounts
• Work Style Model – understanding the client’s approach to work
• Identifying & summarising the opportunities and threats for your key accounts
• Deciding on a plan for each selected account
• Fundamentals of account management
• Service level agreements
• Establishing the relationship foundations

Post workshop activity

• Participants leave with individual actions
• Email follow up of personal action plans
• Suggested conversation with their line manager on their actions
• Optional WebEx conference call follow up on these actions
• Optional 121 coaching
• ITD blog with further tips and suggestions

Typical account management training outputs

• Re-motivated sales people.
• Clear actions for the sales people to implement.
• Target activity for each account.

Client feedback

• “The account management session was great as they worked on their own accounts.”
• “Very useful”
• “The feedback has been excellent.”

Participant comments

• “Came away with a whole bunch of actions.”
• “Excellent review of my business.”
• “Really useful session.”
• “I’ve got a lot to do.”

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Account management training – case study

Client

Biotech business with a portfolio of products sold via hospitals.

Duration

1 day session.

Need

To give the sales people a reminder of how to approach more difficult accounts, where there had been some business gained, but the opportunities had not yet been realised.

Participants

Therapeutic specialists

Activity

• Personal objectives.
• Each specialist describes their accounts for review.
• Objectives for each account defined, based on the opportunities available.
• Unscrambling the opportunities and further definition.
• Understanding the personality of the key clinicians and assessment of how to approach.
• Looking at the wider account and assessment of contacts as positive, neutral or negative to our approach.
• Coaching and ideas from the trainer for each sales person and each account.
• Personal actions

Outcomes

• Each participant worked on accounts they felt required attention
• For each of these they defined a set of specific actions to implement following the training

Client feedback

• Great feedback from all the specialists who found it very useful to review their accounts and get coaching on how to rekindle business.

Participant feedback

• “Very useful to work on my accounts and get ideas on what to do with them.”
• “Good session and good to work on my clients with the input of others.”

1. We will tailor the training to suit the needs of your organisation and those of the participanst to ensure it is highly relevant

2. Live training – The training involves your sales people working on their accounts in the session, so that they are still at work whilst in the training.

3. Our style of training is a mix of instruction and coaching to help each sales person develop in a way which is best for them, rather than be told the same approach for each person.

4. Our flexible approach to fees means that we can design a training intervention to suit your budget.

5. The ITD approach to action planning means your sales people have the best opportunity to implement the new behaviours you require of them through the training.

6. Our training consultants create a positive and open learning environment.