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Implementing new skills and processes for Account Sales Teams
Why Account Management?
We all know that large accounts (sometimes called strategic, key or major accounts) are prime business assets; but do we invest the time and money to manage them effectively and professionally?
Usually these customers provide larger than normal revenues and margins, are often highly influential, and demand greater attention from their suppliers.
So professional management of these assets is vital with the emphasis on:
- understanding the customer's viewpoint and needs
- involving the customer in the process where possible
- identifying the resource needs for supporting major customers
- identifying the best people to manage the customer relationship
- selecting a planning system which is comprehensive and yet easy to implement and use
The Thornbury solution
Thornbury has created an Account Planning System - TAPS - for plan creation and on-going review of designated accounts. Thornbury consultants have developed the tools, building on many years of personal operational experience in major account management. The essential characteristics are: -
- facilitated workshop environment with a standard agenda to keep the focus and build the plan in a challenging but realistic way
- customer oriented to keep the plan relevant to their business needs, and to ensure that current relationships are leveraged effectively
- based on the principle of linked goal, objectives, strategy and actions to ensure that the plan is not simply a statement of current position but a set of real reviewable actions, based on identified opportunities.
- laptop-based Excel model with prompts
- workshops to train/familiarise relevant staff in the methodology
Implementation strategy
We offer clients a permanent licence to use the Thornbury Account Planning System (TAPS), and to support its launch through a programme of Training, Account Planning Workshops and reviews as mutually agreed.
Our experience shows that account planning is a powerful process but tends to die away and fall into misuse if management do not lead through continuous review and updates. Thornbury and the client will agree the best strategy to embed the process.
Also, important as Account Planning is, it must be seen in the context of a coherent approach to the management of Major Customers including: Account selection criteria, Account Manager skills development, organisational implications eg virtual teams etc. We will be happy to advise you further on all aspects of your implementation.
More information on TAPS?
or
Contact us if you would like to know more and make an appointment to meet with one of our specialists.
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"The training was delivered in a highly professional yet relaxed style, with full involvement from all. The sales managers left...full of ideas, enthusiasm and a belief that they could - and will - improve their own performance and that of their teams ...."
Andrew Percival, Managing Director, Mayflex Ltd.
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