Account Planning – Course Description
Participants: Sales, Sales Support and Sales Management (advisable).
Time: 2 days (theory + practice) or 1 day (theory only).
Course preparation: List all accounts with 12 month revenue history; gain as much business information as possible for each account.
Preferred prior training: Solution Sales.
Course Overview
The pressure upon salespeople to gain incremental revenue in highly competitive markets is constant. A ‘scattergun’ approach to selling frequently ensues in the hope that a deal is occasionally won. To overcome this, the course ensures a strategic, highly focused approach to managing accounts and sales opportunities by implementing a best practice Account Planning process.
This Account Planning course helps participants to ensure a focus upon the most rewarding accounts with the most efficient utilization of available resources.
Performance Objectives
- Account Managers better understand how to use Account Planning to achieve sales and relationship objectives
- Assist Account Managers to improve the quality of account plans – best practice account planning becomes common practice
- Account action-plans defined during clinics (2 day course)
Course Objectives
- Assist Account and Sales Managers to review account plans to:
- improve the quality and practical value of account plans
- use the account plan to uplift sales and further customer relationships
- develop action plans
- help drive up profitable revenues
- Review a best practice model account plan to turn best practice into common practice
- Initiate a quarterly review process by incorporating account planning into common business practice
- Provide a consistent approach to account planning and account reviews
Course Content
Understanding your business
- Gap analysis to determine fiscal year target requirement
Growth strategy
- Alignment of sales cycle with the customer’s buying cycle
- Understanding latent and active customer pain
- Identifying addressable revenue
- Customer business initiatives
- Net new revenue opportunities
Account segmentation
- Segment either account within a territory or business units within an account
- Invest resources proportionately to potential
- Determine your resource allocation decisions based upon a clear business oriented strategy
Strategic initiatives
- Develop a snap shot of performance against key customer drivers
- Identify areas of need for focus
- Analysis shows connections between drivers
Opportunity prioritisation
- Current Importance
- Near term revenue contribution
- Impact on Customer Satisfaction
- Impact on targeted product/service/solution areas
- Addresses active pain
- Future Importance
- Long term revenue contribution
- Long term strategic value (new market, key unit inside a customer, etc.)
- Addresses latent pain
Gap closure plan
- Demand Generation (net new opportunities)
- Customer Assessment– One-to-one discovery
- Marketing Campaigns– One-to-many lead generation
- Opportunity Acceleration (existing opportunities)
- Close sooner through focus on compelling need to buy
- Enlargement through understanding compelling need to buy
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Sales Training Courses
Current Programme of Courses
- Solution Sales (and Sales Process)
- Account Planning
- Winning Presentations
- Building a World Class Sales Organisation
- C-Level Selling
- Negotiation
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