Bespoke two-day in-house workshop
Essentially, a highly participative workshop using lecture-led discussion and practical exercises from your markets, product portfolio and channels.
With a maximum of 12 delegates, the workshop would be beneficial for experienced account managers, but could also include key people from marketing and other client-facing functions to encourage cross fertilisation of ideas and learnings.
Objectives
- Development of account management skills and techniques to cope with the new trade demands and encourage deeper penetration of the major customer
- Pro-active techniques for building productive, multi-functional business relationships within the customer
- Hands-on tools for achieving the full profit potential of the customer
Trade Developments and Implications
- Impact on the delegates’ major customers at local level and the changes required
The move to closer alignment with major customers
- Why it is necessary, and the impact on the NAM role
- In-depth penetration of the customer and the strategic implications
Role of NAM as an in-depth Business Manager of the customer
- Key elements of the job (strategic / tactical / personal)
- Main roles: managerial, co-ordinating, informational, negotiation
Responsibility without Authority
- How to Develop Influence/Power within your company and the customer
- Improving NAM status within both organisations
- Managing the Buyer / Distributor / Marketing Manager / Operational Manager relationships
Financial analysis of the customer’s business
- Annual report as a basis for negotiation
- Financial needs of the customer
- How this translates into demand at the your interface
Investment in the retailer’s business
- Key principles of the Invest, Maintain, Divest decision in developing your partner-customers long-term
- Customer Account Profitability: how much to invest in the customer and the KPIs required
- Overall investment, breakeven and return from the major customer
Co-ordinating Consumer Marketing, Trade Marketing and Retailer Marketing
- The consumer-retailer-supplier continuum driving the your-customer purchasing decision
- Your products as components in the customer’s marketing package
- How your company can differentiate its offering vs. its competitors
Decision-Making Process within the Customer
- Differences between winning and maintaining the business
- Key buying criteria by marketing, manufacturing and purchasing & how they drive the decision to buy
- Key members of the decision-making process, their needs and influences on the purchase decision
- How the major customer buys: tailor-made, quality & performance, basic product & service, price and what to do about it
Pro-active Networking
- How to build and maintain an effective network of contacts within the customer
- Creative and Analytical Skills To Help Make the Most of Limited Time on the Customer Business
Effective Customer Database
- How to build / maintain a usable information bank
Introduction to Customer Planning
- Growth options within the customer
- Life-cycling the customer and managing the different phases: Introduction, growth, maturity & decline
- Tools for organising, implementing and controlling a customer strategy
Risk analysis in customer business management
- How to factor impact and chance into the your – distributor – customer relationship
Action Plan for effective application at customer
(NB. in practice, EMR and management would prioritise the above tools & process in order to optimise a 2-day practical workshop)
FREE 6-month subscription to NamNews/KamCity.com
To tune you into the key trade issues and maximise output, all delegates will receive daily trade updates via email and full access to KamCity.com, from the time of booking.
