Strategic Customer Management

Strategic customer management can contribute significant profits whilst increasing revenues and leveraging customer satisfaction beyond traditional territory sales. At this strategic level, key account, top-tier selling is delivered as relationship selling where the partnership and integrated supply chain positioning of the two organisations directly affects their respective businesses.

The programme of workshops moves beyond just the value of products, services, or systems and focuses more on the solution and architecture sell that looks at how a combined strategy will make a positive impact on the customer's bottom line.

The key to successful customer management lies not only in how to work with selected customers but also in deciding which customers should and can be included in the process for maximum financial return. The physical activity of the workshops is highly contextualised around the planning and selection of strategic customers. From there, further discussion drills down to create a comprehensive individual account plan with an associated activity schedule based around agreed objectives and key performance indicators.

To complement the enhanced activity plans, the behaviour of the account manager is developed for additional breadth, commercial acumen and customer relationship management strategy in order to match the needs of the key decision makers within an account. We investigate the behaviours of these power based customers and look at strategies to best influence and partner with them whilst combining their buying cycles, whilst thinking more like a buyer, with more subtle selling cycles.

Strategic Customer Management Training