The Major Accounts & Customer Insights workshop is designed specifically for experienced sales directors who are looking to deepen their understanding of the challenges and opportunities involved in managing large accounts.
Through a combination of interactive discussions, case studies, and group activities, participants will gain valuable insights into the best practices for building and maintaining long-term relationships with key customers.Over the course of the one-day workshop and two follow-up sessions, attendees will have the opportunity to explore a range of topics, including how to identify and prioritize key accounts, how to develop a comprehensive account strategy, and how to leverage customer insights to drive better business outcomes.
Additionally, participants will have the chance to engage with peers and industry experts, sharing insights and learning from one another's experiences.
At the conclusion of the workshop, attendees will be equipped with the knowledge and skills they need to drive more effective sales strategies and deliver better results for their organizations. Whether you are looking to enhance your existing skills or to develop new ones, the Major Accounts & Customer Insights workshop is the perfect opportunity to take your sales career to the next level.
Identifying and Prioritizing Key Accounts
Participants will learn how to identify and prioritize key accounts, taking into consideration factors such as revenue potential, strategic importance, and customer needs.
Developing a Comprehensive Account Strategy
Attendees will gain insights into the best practices for developing a comprehensive account strategy, including how to align sales efforts with customer goals and how to leverage internal resources to maximize account value.
Leveraging Customer Insights to Drive Better Business Outcomes
The workshop will explore how to gather and analyze customer insights, and how to use these insights to drive better business outcomes such as increased revenue, improved customer satisfaction, and reduced churn.
Engaging with Peers and Industry Experts
Participants will have the opportunity to engage with peers and industry experts, sharing insights and learning from one another's experiences, in order to deepen their understanding of best practices for managing large accounts.
Program Outline
3 Weeks
Workshop - Two days
An experiential learning opportunity that engages participants in an enjoyable yet practical approach to acquiring knowledge about the subject matter.
Learning Hub #1
Following the workshop, participants will be tasked with completing an assignment relevant to their work, which will involve presenting their initial draft during a group session to receive constructive feedback from both the instructor and fellow attendees.
Learning Hub #2
The culminating session of the program will serve as the learning hub in which participants will present their final assignment. Following this, attendees can immediately commence the application of their newly acquired skills in the workplace.
Skills
Challenger Approach
The workshop will explore how to adopt a challenger approach to selling, which involves challenging the customer's assumptions, providing new insights, and leading the conversation towards a new solution.
Planning and Organisation
Participants will learn how to plan and organize their sales activities in a way that maximizes their effectiveness, using tools such as account plans, opportunity pipelines, and sales playbooks.
Attention to details
The workshop will emphasize the importance of paying attention to details in sales, such as understanding the customer's business, identifying key decision-makers, and tailoring the sales message to the customer's needs.
Collaboration
Participants will learn how to collaborate effectively with internal and external stakeholders, such as product teams, marketing teams, and customer advocates, to deliver better outcomes for the customer.
Strategic thinking
The workshop will emphasize the importance of strategic thinking in sales, such as understanding the customer's business goals, identifying strategic opportunities for growth, and developing long-term account plans.
Cross-Functional collaboration
Participants will learn how to collaborate effectively with cross-functional teams, such as product, marketing, and customer success, to deliver better outcomes for the customer and drive growth for their organization.
Problem solving
The workshop will explore how to identify and solve complex sales problems, such as navigating complex buying processes, overcoming objections, and driving consensus among stakeholders.
Customer behaviour
Participants will gain insights into customer behavior, including how to identify customer needs, preferences, and pain points, and how to use this information to drive more effective sales strategies.
Methods
Teamwork
Teamwork involves collaborating with others to achieve shared goals. In the context of intrapreneurship, teamwork can help participants generate new ideas, build support for new initiatives, and drive successful implementation.
Simulation
Simulation involves creating a realistic scenario or environment in which participants can practice and apply their skills. In the context of intrapreneurship, simulation can help participants develop their skills in a safe and controlled environment, explore different scenarios, and test their ideas and assumptions.
Active Learning
Active learning involves engaging participants in hands-on, experiential learning activities that promote critical thinking, problem-solving, and collaboration. In the context of intrapreneurship, active learning can help participants develop their skills, apply their knowledge to real-world situations, and build confidence in their abilities.
Gamification
Incorporating game-like elements, such as point systems and challenges, into the learning experience to make it more engaging and interactive.
Group Coaching
Group coaching is a method of providing targeted coaching and feedback to a group of individuals. In this program, participants will receive group coaching sessions to enhance their understanding of key concepts, develop practical skills, and receive feedback on their performance.
Debrief
A reflective discussion at the end of a learning activity that allows participants to share their insights, identify areas for improvement, and apply what they have learned to their work or personal life.
Feedback
Participants receive constructive feedback to identify strengths and areas for improvement, helping them focus their efforts and achieve their goals.
The workshop will use a variety of methods to facilitate learning and engagement among participants. These methods will include gamification, case studies, small group work, debrief sessions, brainstorming exercises, presentations, and simulations.
Through these interactive and collaborative activities, participants will have the opportunity to apply new concepts and skills to real-world scenarios, share insights and perspectives with peers and experts, and receive feedback on their performance. These methods are designed to maximize engagement and retention of key concepts, and to provide a dynamic and challenging learning experience for all participants.
Mr. Colin Lovering
Lead Tutor
Colin Lovering’s experience goes beyond 30 years in Sales and Strategic Sales. He also has a training experience of over 10 years. He worked and trained in many different industries and cultures, in countries both in Europe, Asia and North America. He is in parallel the current Vice-Chairman of the British Romanian Chamber of Commerce in Romania.
He is Internationally Qualified with ISM and specializes in Sales & Marketing, Customer Accounts, Customer Insight, Sales Related Change and Product Portfolios. He is a problem solver and a team-player with strong abilities and success in Business Adaptability. His complex personality is defined also by his interest in Travel, Golf, Current Affairs and Football.