Major Account Planning Training
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Major Account Planning Training Course
Introduction:
The Major Account Planning (MAP) program equips account managers with a comprehensive and practical methodology to secure more business in strategic accounts and strengthen relationships within those accounts.
By implementing the MAP approach, account managers can achieve tangible outcomes such as increased sales revenue, a larger share of account spend, and optimized resource utilization. This, in turn, leads to reduced costs of sales and improved margins for business conducted with those accounts.
The Major Account Planning Training course empowers account managers to develop effective plans that generate high-value sales and elevate the level of relationship within major accounts. Through this training, participants gain the skills and knowledge necessary to strategically defend accounts from competitive threats while simultaneously maximizing margins.
By leveraging the MAP methodology, account managers can establish a structured approach to identify and capture new business opportunities within major accounts. This program enables participants to analyze account dynamics, identify key stakeholders, develop tailored strategies, and execute action plans that drive success.
With the Major Account Planning Training course, account managers will be equipped to navigate complex account landscapes, strengthen customer relationships, and achieve sustainable business growth. By adopting this methodology, they can secure a competitive edge and position their organization for long-term success in major accounts.
Course Objectives:
At the end of the Major Account Planning Training course, participants will be able to:
- Plan for maximizing value in an account
- Identify tactics for (further) penetrating an account
- Identify opportunities for new business with an account
- Create a plan to achieve revenue and relationship objectives
- Navigate the decision-making politics within an account
- Develop higher levels of relationship with account stakeholders
Who Should Attend?
Major Account Planning Training Course, is Ideal for:
- Major Account Planning is designed for any sellers/account managers/account teams who manage the business with major or strategic accounts, using either assigned personnel, virtual support resources, partners, or any combination of those.
Course Outlines:
Introduction & Analyze the Account
- Account planning and management framework
- A major account planning process
- Reviewed essential account information
- Defined key trends
- Determined the revenue gap to be closed
- Set an initial account strategy
Identify Business Initiatives and Pain and Assess Relationships
- Defined business initiatives within their account
- Explored how business initiatives can generate pains in a company
- Considered where their offerings impact the Income Statement
- Identified potential stakeholders in the account
- Identified gaps in relationship coverage
- Identify influential individuals in the account
- Identified success that can be reported to fend off competition
- Assessed competitive presence and areas of account penetration
Identify New Business and Prioritize Opportunities
- Identified areas of new opportunity (“white space”) within the account
- Identified potential, new business initiatives that could be positioned
- Determined criteria for prioritizing opportunities
- Created a prioritized portfolio of account opportunities
- Determine Strategy And Coverage
- Selected an account-level strategy
- Revisit the vision for the account
- Identified resources required to:
- Maintain the current pipeline
- Improve account relationships
- Help launch new opportunities
Develop an Execution Plan
- Reviewed the actions identified during previous exercises
- Defined SMART objectives for developing the account
- Grouped actions to support plan objectives
- Exercise: Develop an Execution Plan
Getting Started with the MAP Methodology and Manage the Account
- Activities for managing the account annually
- Account planning and trusted advisor status over time
- Discussed best practices for preparing an account review
- Learned a method for conducting account plan reviews
- Given and/or received feedback on an account plan review
- Reviewed a structure for periodically reporting success to the account
- Exercises: Team Account Plan Reviews