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Strategic Account Management - NL
Many companies discover that, in general, there is no standard approach to strategic account management, especially since this field requires a constant compromise between customers’ wishes and the options available for the company. It is also the case that major accounts have begun to make heavy demands on suppliers’ product-service-information combination. However, conceding too much in this area could endanger the core business of a company. This situation urges companies to conduct strategic segmentation and to ‘shape’ their customers - tasks which fall to those who are involved in strategic account management, i.e., strategic account managers. In addition to assuming responsibility for sales and customer management tasks, strategic account managers are increasingly expected to act as strategists and business planners. Furthermore, they must possess significant knowledge and skills in the field of project management.
Strategic account managers are confronted by issues such as:
- How do I segment accounts and how do I develop account selection criteria?
- How do I stimulate long-term collaboration with the account?
- How do I influence the members of the buying center of the account?
- How do I construct and coordinate both external (account) and internal (organization) networks?
- How do I ensure that the account relationship remains profitable?
- How do I increase my personal effectiveness both in relation to the account and within my own organization?
- How do I manage my emotions and deal with sales-call anxiety when visiting accounts?
This postacademic Strategic Account Management course is designed for people responsible for sales to customers that are of strategic importance to their company. A great number of topics will be discussed during the course, based on the three most important roles that strategic managers presently need to assume:
- Strategist / business planner
- Seller / customer relationsmanager
- Project coordinator at the interface between customers and suppliers
To guarantee the effectiveness of the course, theoretical insights are interchanged with case studies and ‘best practices’ and are applied through a strategic account management game. Participants are expected to be able to follow an intensive day-long program that will test their
analytical, strategic, commercial and communicative skills. A Bachelor’s or Master’s degree and at least 3 years of relevant work experience are required in order to take the course.
After completing the course, the participants will receive an official ‘Strategic Account Management’ certificate from Erasmus University Rotterdam. This course is at the highest level in the Netherlands. For many years, both participants and their employers have derived a high level of satisfaction from its completion.