Certificate In Key Account Management

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Certificate In Key Account Management Develop And Maintain Strategic Partnerships With Key Accounts Identify Successful Behaviours, Attitudes And Skills Needed To Function In Today’s Highly Competitive Environment

Top 6 Learning Objectives 1. Develop winning key account strategies and explore the concepts behind the Key Account Matrix 2. Recognise the stages of a key account relationship

4 – 7 May 2014 Jumeirah Emirates Towers Hotel, Dubai, UAE 14 – 17 December 2014 Park Rotana Hotel, Abu Dhabi, UAE

3. Complete business relationship audits for your own accounts and develop strategic key account plans 4. Develop acquisition, growth and retention strategies 5. Explore buyers’ roles and motivation within decision making units 6. Examine the advanced communication skills needed to build lasting relationships

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Meet Your Expert Course Director Peter Dilger is an internationally recognised business and training consultant with a proven track record in improving company performance. He has held Managing Director, Marketing Director and Sales Director roles within multimillion high-tech and retailing organisations and continues to hold positions as Business Development Director of a UK based software company and non-executive positions with a number of European based companies.

The Institute of Sales & Marketing Management (ISMM) is the UK’s only professional body for salespeople. Founded in 1911 to promote standards of excellence in sales and sales management and to enhance the status and profile of sales as a profession, the ISMM has been the authoritative voice of selling and the custodian of sales standards, ethics and best practice for over 35 years.

He has helped major organisations, government bodies and start-up companies for over 20 years throughout Europe, the Middle East, USA and the Far East.

His clients are in telecommunications, pharmaceuticals, IT, banking, food manufacturing, government services, construction, advertising, design services and utilities.

The ISMM is also responsible for establishing benchmarks of professionalism in sales. It is the only membership body recognised by the UK Government regulatory body Ofqual as an awarding organisation to offer qualifications in sales and marketing management.

His success has been acknowledged by both the commercial and the academic worlds. In addition to working in industry he lectures at Nottingham University Business School working with the MBA and PhD students in the Centre for Innovation and Enterprise. He is twice winner of the United Kingdom National Training Award and was made a UK government “Business Champion” for his work helping to grow businesses in the SME sector.

ISMM members are drawn from every sector of industry and commerce. From those just embarking upon a sales career through to senior and experienced sales managers and directors, they share a commitment to upholding the standards of professionalism and integrity that are all hallmarks of sales success.

Peter has a well-deserved reputation for delivering programmes combining new and innovative thinking with pragmatic, proven approaches which enable his clients to meet and beat their sales and profit expectations.

Benefits Of Attending An ISMM Course • Receive a recognised endorsement from the Institute of Sales and Marketing Management (ISMM)

“Peter knows exactly what he’s talking about. He uses diversity in the methods of transferring knowledge which helps to get the concept right each time. He was able to spot my training needs.”

• Qualify for a 36% discount on ISMM membership

Reine El Wer, Bayt.com, UAE

• Qualify for the ISMM white paper on Buyer Behaviour

“Exceptionally outstanding trainer!”

• Qualify for the ISMM white paper on Social Media

Mohamed Raaz Kahlid, Corporate Development Manager, National Agricultural Development Company (NADEC), KSA

Course Requirements And Certificates Delegates must meet two criteria to be eligible for an IIRME/ISMM endorsed Certificate of Completion for a course: 1. Satisfactory attendance – delegates must attend all sessions of the course.

Delegates who miss more than 2 hours of the course sessions will not be eligible to sit the course assessment 2. Successful completion of the course assessment Delegates who do not meet these criteria will receive an IIRME Certificate of Attendance. If delegates have not attended all sessions, the Certificate will clearly state the number of hours attended.

Course Assessment There will be an ongoing performance review of your participation and multiple assessments during the course.

“Peter made the course extremely informative and backed it up with examples and true stories. He is an expert in his field.

Through exercises he encouraged us to participate and was able to cover all the materials in an easy, smooth and realistic way.

Peter is a professional trainer and I look forward to attending another training course with him.”

Ronda Mustafa, Relationship Manager, Bayt.com, UAE

“Peter is very good in his subject. He was able to reply to each question with a valid answer, giving reasons supported by examples. He continually asked us questions to understand and focus on our training needs. He brought all the delegates on the same level and made his point every single time. He involved us in several exercises throughout the course.”

Maher Abdelrahman, Sales Manager, JCDecaux Middle East, UAE

Who Should Attend?

This course is designed for: • Existing account managers • Directors and managers responsible for introducing or implementing key account strategies • Senior sales staff and sales staff being trained to take on a key account management role • Customer focused managers from other departments who have responsibility for interfacing with customers as part of an account management team

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Would you like to run this course in-house?

The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

register@iirme.com

www.iirme.com/keyacctmgr

Certificate In Key Account Management 4 – 7 May 2014 • Jumeirah Emirates Towers Hotel, Dubai, UAE 14 – 17 December 2014 • Park Rotana Hotel, Abu Dhabi, UAE Course Timings Registration will be at 07:30 on Day One. Course sessions will start promptly at 08:00 and end at 14:30. There will be two short breaks for refreshments and lunch will be served at the end of each day’s sessions.

Course Overview Most companies do the majority of their business with fewer customers than ever before, so it is of paramount importance to acquire, grow and retain these key accounts. Not only are they your most important clients, they are also the ones at most risk of attack from your competition. The loss of one major account could have a disastrous effect on your survival, conversely acquiring an extra one can double profitability.

Developing both your strategic plans and your key account managers’ skill set must therefore, be a priority to enable you to build sustainable relationships, create excellent customer retention, improve sales, increase margins and ensure ongoing customer loyalty. Key account management needs a strategic planning approach that goes way beyond traditional selling. Modern key account managers need to deploy a range of business, communication and relationship building skills to maximise the value of strategic planning.

This internationally recognised course, accredited by the UK based ISMM, provides delegates with the strategies and skills needed to ensure that key account relationships are nurtured into highly valued partnerships. You will use best practice principles to complete the individual assessments, account audits and account plans needed to maximise opportunities and to protect your key accounts from competitor attack.

Course Outline

Day One Determining The Fundamentals Of Key Account Management • Evaluating the fundamental attributes that determine a key account • The three foundations of key account management – identify, understand, plan • Assigning actual, potential and strategic value to a key account • Identifying your own key accounts • Assessing your key account processes • Critical impact questions to determine how well you understand your key accounts • The key elements of managing the internal and external business relationship • The key elements of managing the business process Understanding Key Account Relationships • Assessing organisational culture considering influence, authority and structures • Four stages of an account relationship • How to measure the stage of the relationship in each of your key accounts • The loyalty ladder and understanding motivational differences • Organisational buying behaviour • Individual personal relationship audit Profiling Effective Key Account Managers • The seven actions of successful key account managers • A key account manager’s role and how it differs from the normal selling role • A key account manager’s skills and attributes • Developing your role • Individual assessment and critical impact questions Developing A Key Account Strategy • Long term vision, medium term plan, short term actions • Global perspective using PESTEL analysis • Corporate focus using company, customer and competitor SWOT analysis • Opportunity management using individual opportunity plans • Key account matrix focusing on effort and value • Continual customer profiling • Individual assessment

Day Two Key Account Strategies – Retention • Five strategies for retention • Personal and organisational needs • Multi-point contacts vs. traditional “bow tie” • Turning complaints into triumphs using the Weiser grid model

+971 4 335 2437

+971 4 335 2438

• Identifying “at risk” accounts • Individual assessment Key Account Strategies – Acquisition • Structured approach to acquiring new key accounts • Lead times and success ratios • Organisational buying process by type of purchaser • Working proactively not reactively • Individual assessment Key Account Strategies – Growth • Increasing competitive advantage • “MUSE” force field analysis • Maximising existing potential with 12 key activities • Developing existing accounts • Horizontal and vertical growth strategies • Account and product penetration • Individual assessment

Day Three Account Planning Tools • Setting hard and soft account objectives • Planning guide - Opportunity plan - SPOT check - Account plan - Setting influencing objectives Practical Planning Session You will work on planning for your own individual accounts using the planning tools with advice from the course director Relationship Based Communication • Verbal behavioural analysis • Effects of using the verbal behaviours • Understanding relationship building behaviours • Interactive evaluation session • Styles of persuasion • Advanced questioning techniques • Seven steps to effective listening • Active listening skills Planning To Influence • Understanding the role of influence • The 10 habits of effective influencers • The eight steps to influence • Understanding behavioural values

Day Four Case Study On Influencing Outcomes A group exercise Managing Customer Expectations • Customer satisfaction model • Customer expectations model • Understanding and influencing outcomes • Dealing with issues: symptoms – causes – solutions • Individual assessment Assessment • Revision session • Delegate assessment for Certificate of Completion from The Institute of Sales & Marketing Management (ISMM) Personal Action Planning • 10-point checklist for introducing change • Actions following the course • Review • Close

register@iirme.com

www.iirme.com/keyacctmgr

Certificate In Key Account Management 4 – 7 May 2014 • Jumeirah Emirates Towers Hotel, Dubai, UAE | 14 – 17 December 2014 • Park Rotana Hotel, Abu Dhabi, UAE

FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE

+971 4 335 2437 +971 4 335 2438 register@iirme.com

www.iirme.com/keyacctmgr

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com WEB BC5384/BC5385 Course Fee Before 16 February 2014

Course Fee Before 9 March 2014

Final Fee

US$ 3,995

US$ 4,495

US$ 4,795

Event

Course Fee Before 28 September 2014

Course Fee Before 19 October 2014

Final Fee

Certificate In Key Account Management 14 – 17 December 2014 (BC5385)

US$ 3,995

US$ 4,495

US$ 4,795

Event Certificate In Key Account Management 4 – 7 May 2014 (BC5384)

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.

DELEGATE DETAILS

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A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note that all US$ cheques and drafts should be drawn on a New York bank and an extra amount of US$ 6 per payment should be added to cover bank clearing charges. In any event payment must be received not later than 48 hours before the Event. Entry to the Event may be refused if payment in full is not received.

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Avoid Visa Delays - Book Now Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible.

Visas for non-GCC nationals may take several weeks to process.

All registrations are subject to acceptance by IIR which will be confirmed to you in writing.

Due to unforeseen circumstances, the programme may change and IIR reserves the right to alter the venue and/or speakers.

Event Venue: Jumeirah Emirates Towers Hotel, Dubai, UAE Tel: +971 4 330 0000 Park Rotana Hotel, Abu Dhabi, UAE Tel: +971 2 657 3333 Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: +971 4 407 2693 Fax: +971 4 407 2517 Email: hospitality@iirme.com © Copyright I.I.R. HOLDINGS B.V. TK/DC

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If you are unable to attend, a substitute delegate will be welcome in your place. Registrations cancelled more than 7 days before the Event are subject to a $200 administration charge.

Registration fees for registrations cancelled 7 days or less before the Event must be paid in full. Substitutions are welcome at any time.