Strategic Account Management

To explore ideas, skills and best practice in the development of Strategic Accounts, identifying multiple options for account development and profitable growth. 

This course gets down to the real detail in terms of improving margins, minimising costs through the supply chain, reducing customer risk and developing sustainable business relationships.


  • Identifying and developing growth options for Strategic Accounts
  • Building real understanding and relationships at all levels
  • Developing plans that will drive improved Strategic Account profitability
  • Creating a more holistic approach to growing Strategic Account business
  • Continuous improvement in the management of Strategic Accounts

Who should attend?

Account managers, Sales Directors, Commercial Directors plus anyone else involved in the development of Strategic Accounts.

Take your first steps for better Business Development

Account Profitability

  • The Power of 1% – even more impactful in Strategic Accounts
  • Cost saving measures and removing wastage
    • Utilising the Cost to Serve matrix
    • Identifying cost savings through the supply chain
  • KPI’s – what metrics and monitors do we use?
  • Controlling prices and margins
    • Defending and growing our share
    • Negotiating better deals
    • Identifying low cost, high value concessions
    • Negotiation variables other than price
    • Utilising rebate schemes that drive business growth

Customer Intimacy

  • Relationship models – where are you?
  • Developing a contact matrix to improve business relationships
  • Limiting risks for us and the customer
  • Knowing and understanding their competition and market
  • Understanding buyer behaviour and influences
    • How is the buyer measured? – personal KPI’s
    • What motivates the buyer?
    • What does the customer want from business reviews
    • Personality types and tailoring our approach
    • What are our metrics and progress monitors in Strategic Accounts?

Planning & Development

  • Developing Account Plans that drive improved profitability
  • Project Management
    • 10 key principles of project management
    • Understanding project timescales and deliverables
  • Project Framing – understanding customer expectations
  • New product development processes that work
  • Working with customers on forecast accuracy
  • Preparation for Strategic Account meetings
  • Ensuring that price mechanisms and supply agreements are watertight
  • Your approach to tender processes
  • Contingency plans – how can they help you gain a greater share?
  • Warning signals – identifying risk profiles
  • Measuring results from improvement initiatives

Download our essential Whitepapers.

Negotiating For Profit

Selling revolves around one key concept – persuasion. Negotiating can be looked at as a problem solving process in which the needs of both parties will be in part accommodated in the outcome.

New Business Development

One of the biggest challenges facing businesses today is finding new business, in addition to holding on to existing customers. Most businesses lose on average 10% of customers each year so a consistent flow of profitable business coming in is essential..

Value Selling

Successful sales people never lose sight of the main focus which is to sell in order to increase revenue. But, as the saying goes “you cannot put the same shoe on every foot”. The Value Selling process emphasises the importance of listening to your client before trying to offer a solution.

Want to speak to an Expert?

If you would like any further information, please do get in touch via the “Get in Touch”
button below or please see the Contact page for our details.

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