SCOTSMAN® Developing Relationships And Managing Accounts
How to climb the preferred supplier ladder
SCOTSMAN® Developing Relationships And Managing Accounts
How to climb the preferred supplier ladder
Programme Summary
This is an extended version of the SCOTSMAN® Masterclass In Commitment Selling. In this comprehensive programme, participants develop their ability to win accounts – not just the next deal. It focuses on how to build and implement account plans and strategies as well as to how to effectively manage account relationships in order to win new business opportunities.
The programme examines the processes needed to develop an account:
- Gaining the political commitments to develop the relationship.
- Developing a "Care Plan" for the Account.
- Developing a "Prospecting Plan" to uncover new opportunities.
It examines the steps needed to gain access to key people, and how to handle meetings to build up a need for your company's products.
For more information or to book this programme
Programme Aims
- To develop an account management and development culture
- To enable participants to work effectively in an Account Management environment, building a relationship with the account and orchestrating specialist salespeople and so that their company is well placed to win any new business that arises.
- To practise the necessary skills by carrying out assignments based on live accounts.
Programme Content
Account Management
Preferred Supplier Relationships
Prospecting within the Account
Relationship Management
Sales Meeting Objectives
We examine the difference between the agenda for a meeting and the objectives of a meeting. The objectives are always customer commitments. Senior people expect you to give them some sort of decision to make and will be frustrated with the meeting if you don’t. So we examine the sort of decisions they might find interesting, and the type of commitments we need from them – qualification, timetable, lobbying or criteria commitments.
Need Creation
We discuss different selling styles, in particular the difference between selling to recognised needs and selling to unrecognised needs – responding to needs versus creating needs, and the advantages and disadvantages of each.
The Hunting Licence
Getting your House in Order
Selling to Senior Executives
Giving Evidence
Qualification
We examine the eight criteria of SCOTSMAN® to help us decide whether or not a project is worthwhile. We examine the verbal skills needed to qualify the opportunities that arise, and the planning skills to map out the way forward.
Political Map
To win big sales, we must understand the politics involved. Participants draw up the political map for an account – Who’s who in the zoo? The participants audit their relationship and level of engagement with their accounts.
Selling Styles
Beating the Competition
Selling Timetables
How do you:
Delivery Options
Classroom
-
- 3 days
Virtual
- 4 x 2.5 Hrs Virtual Classroom
- 12 Hrs Online Modules
Includes
SCOTSMAN® Pipeline Simulator
Learning Outcomes
- Develop a Scouting Plan, to talk at many levels
- Gain Access to key individuals within new and existing accounts.
- Hold effective sales meetings.
- Put in place a process for pipeline and networking management.
- Create major opportunities at a senior level.
- Gain a Hunting Licence within an account to open up and discover potential opportunities.
- Put in place remedial and housekeeping activities
- Qualify opportunities very thoroughly - they take a lot of resource.
- Uncover the complex decision processes of large organisations.
- Understand the “Political Map” in your accounts.
- Structure the plan to gain access to all key people at all levels within new and existing accounts at key times.
- Escape if trapped at the wrong level.
- Talk the language of senior executives.
- Gain Preferred Supplier Status.
- Use the appropriate Account Planning Documentation
Programme Summary
This is an extended version of the SCOTSMAN® Masterclass In Commitment Selling. In this comprehensive programme, participants develop their ability to win accounts – not just the next deal. It focuses on how to build and implement account plans and strategies as well as to how to effectively manage account relationships in order to win new business opportunities.
- To develop an account management and development culture
- To enable participants to work effectively in an Account Management environment, building a relationship with the account and orchestrating specialist salespeople and so that their company is well placed to win any new business that arises.
- To practise the necessary skills by carrying out assignments based on live accounts.
For more information or to book this programme
Programme Aims
- To develop an account management and development culture
- To enable participants to work effectively in an Account Management environment, building a relationship with the account and orchestrating specialist salespeople and so that their company is well placed to win any new business that arises.
- To practise the necessary skills by carrying out assignments based on live accounts.
Programme Content
Account Management
Preferred Supplier Relationships
Prospecting within the Account
Relationship Management
Sales Meeting Objectives
We examine the difference between the agenda for a meeting and the objectives of a meeting. The objectives are always customer commitments. Senior people expect you to give them some sort of decision to make and will be frustrated with the meeting if you don’t. So we examine the sort of decisions they might find interesting, and the type of commitments we need from them – qualification, timetable, lobbying or criteria commitments.
Need Creation
We discuss different selling styles, in particular the difference between selling to recognised needs and selling to unrecognised needs – responding to needs versus creating needs, and the advantages and disadvantages of each.
The Hunting Licence
Getting your House in Order
Selling to Senior Executives
Giving Evidence
Qualification
We examine the eight criteria of SCOTSMAN® to help us decide whether or not a project is worthwhile. We examine the verbal skills needed to qualify the opportunities that arise, and the planning skills to map out the way forward.
Political Map
To win big sales, we must understand the politics involved. Participants draw up the political map for an account – Who’s who in the zoo? The participants audit their relationship and level of engagement with their accounts.
Selling Styles
Beating the Competition
Selling Timetables
How do you:
Delivery Options
Classroom
-
- 3 days
Virtual
- 4 x 2.5 Hrs Virtual Classroom
- 12 Hrs Online Modules
Includes
SCOTSMAN® Pipeline Simulator
Learning Outcomes
- Develop a Scouting Plan, to talk at many levels
- Gain Access to key individuals within new and existing accounts.
- Hold effective sales meetings.
- Put in place a process for pipeline and networking management.
- Create major opportunities at a senior level.
- Gain a Hunting Licence within an account to open up and discover potential opportunities.
- Put in place remedial and housekeeping activities
- Qualify opportunities very thoroughly - they take a lot of resource.
- Uncover the complex decision processes of large organisations.
- Understand the “Political Map” in your accounts.
- Structure the plan to gain access to all key people at all levels within new and existing accounts at key times.
- Escape if trapped at the wrong level.
- Talk the language of senior executives.
- Gain Preferred Supplier Status.
- Use the appropriate Account Planning Documentation
If Carlsberg did training courses, they would probably be the second best in the world.
Mike Carter, CEO - Netpremacy
