In this highly innovative online program, participants will compete against their peers to grow the business of a strategic account in a turbulent world. Through a mix of game play, coaching, principles and tools, participants will learn how to pilot their account business through declining demand and increased competition. Just think of it as a flight simulator for strategic account professionals. A strong emphasis is placed throughout the program on transferring the skills immediately to real account challenges.
TOPICS COVERED:
During the 12-week course, participants will perfect their ability to:
- Understand the buying process and how a supplier needs to align with it
- Manage the account business through a severe market shock like a pandemic
- Improve the accuracy of their sales forecast
- Define and segment an account in new ways that reduce competition
- Choose the best sales opportunities for the future that align with the buyer and leave competitors stuck in the past
- Position your brand in a superior way that connects with real customer needs
- Gain more profit from better implementation of the account plan in a dynamic world
- Form a holistic understanding of account management by fitting the various pieces together
Weeks 1 – 4: Account Segmentation (First decision round)
Launch Webinar
- There’s a pandemic coming. What shall we do?
- Use marketing thinking to develop pandemic-proof account strategies
- Segment the account in new ways that reduces competition
Weeks 5 – 6: Opportunity Targeting (Second decision round)
- The buying process and how your selling process needs to align with it
- Get a good portfolio of sales opportunities
- Choose the best sales opportunities for focused sales effort
Weeks 7 – 8: Superior Positioning (Third decision round)
Coaching Call
- Value propositions and how to spot the gaps and gold that lie within them
- Position the brand to win by connecting with real and deep customer needs
- Create financially quantified value propositions
Weeks 9 – 10: Account Planning (Fourth decision round)
- Learn to get the “strategy” into the account plan
- Use the plan to improve the sales forecast
- Use the plan to get the required resources for change
Weeks 11 – 12: Implementation (Fifth and final decision round)
Coaching Call
- Prepare for the perilous journey that is implementation
- Improve the odds of plan success
- Implement account plans in a dynamic world
Announcement of the winning team and game debrief
