Executive and Professional Development at Saint Mary's University

Strategic Account Management

Customer Service, Sales and Marketing Programs

Optimize account penetration and profitability of your key accounts

A course in The Canadian Professional Sales Association’s (CPSA) Certified Sales Professional (CSP) designation.

The age of Key Account Representatives is in full swing. Buyers are constantly pushing for the "commodification" of virtually all products and services. They are using complex Request for Proposal processes to cement long-term, low-margin contracts with suppliers, based primarily on price. To succeed under this competitive pressure, you strive to differentiate yourself by bringing higher value than a simple “supply” source to your customers. You want to be a business analyst, consultant and a trusted ally, impacting your customer’s strategies and bottom line. You endeavour to establish strategic, synergistic, interdependent partnerships, where you and your customer shape the direction of each other’s business.

Strategic Account Management examines the strategic and tactical elements involved in key account sales. This program is designed to help you establish holistic, value-based partnerships with large customers, optimize your penetration of those accounts, and maximize the revenue and profit they generate for you and your company.

PROGRAM CONTENT

Building Blocks of Successful Key Account Selling

Overview of the foundational principles of the Value Pyramid and the various roles played by Key Account Representatives

Optimizing the value clients seek from you and your organization

Strategies to increase integration and synergy within key accounts

Maximizing ROTI within your accounts and assessing future sales opportunities

Strategic Territory Planning

Key concepts and principles about goal setting and forecasting

Tools to perform a detailed analysis of your organization as compared to the competition and the marketplace

Applying the Key Account Targeting Model to identify where to invest your time

Building the territory plan based on all information collected from various analyses

Strategic Key Account Sales Process

Overview of Account Acquisition and Opportunity Sales components of the strategic key account sales process

Using consultative investigation dialogue with members of the Decision Influence Group

Keys to effective solution implementation based on a strong business case of financial arguments

Eight-step negotiation process to gain agreement

Strategic Account Management

Building an annual business review for your existing key accounts for ongoing relationship management

Developing a strategic account plan to grow the account

WHAT YOU WILL LEARN

Employ a successful step-by-step method to become a valuable strategic partner with your customers

Elevate the strategic partnership, facilitate integration and synergy with your key clients

Create a proposal, structured as a sound business case that includes the unique value proposition which aligns with the client’s business objectives

Maximize the Return On Time Invested with each of your key accounts and individual sales opportunities you pursue

WHO SHOULD ATTEND?

This program is designed for more seasoned representatives in a business-to-business sales environment involving a longer, more complex sales cycle.

CERTIFICATION

Participation in this Consultative Selling program fulfills the education requirement for the Certified Sales Professional (CSP) designation, giving you high-profile recognition as a sales professional. Register for CPSA’s Strategic Account Management and apply for CSP designation at the same time for only $1,595 - save $355. For CSP applicants, CPSA Sales Institute will waive one year of membership fees (valued at $130). CSP applicants must have a minimum of two years verified sales experience and must complete their certification exams within one year of registering.

For more information, visit www.cpsa.com/training, e-mail SalesSuccess@cpsa.com or call CPSA at 1-888-267-2772 (CPSA).