Your Golden Rules of Account Management

Bespoke In-house workshop - 3 days

Overview

A bespoke, 3 part suite of workshops developed specifically for CMA members and their account management team, delivered in 3 monthly one day sessions. By the end of this programme account managers and directors will have a clear understanding of how to balance the demands of clients and the agency and how to manage their time most efficiently and commercially.

Objectives

  • To focus on the essential qualities and skills for excellence in account management
  • To identify what constitutes ‘best practice’ – both for the client, and for your agency
  • To develop appropriate business strategies for different account types
  • To look at the principles of customer relationship management and how to apply them day to day

By the end of this 3 part programme, delegates will have created their own Golden Rules of Account Management to help them take a confident and proactive approach towards securing and developing profitable client business relationships with your agency.

Day 1

Qualities of Excellence: the two-headed miracle worker!

  • What sets you apart from other agencies? The secrets of your success and the value that you uniquely bring to your clients
  • Defining the role of the Account Manager/Director
  • Setting your Standards for Account Management
  • Qualities of account management excellence
  • From a client perspective
  • From an agency perspective
  • Achieving a balance and protecting status

Essential Skills Checklist:

  • Sales Skills for the 21st Century
  • How to achieve the status of a trusted advisor with your client
  • Managing client expectations
  • Key Communication Skills + exercises
  • The Language of Account Management – ‘do’s and don’ts’
  • Influencing Skills
  • Writing skills
  • Internal communications with your team
  • The language of negotiation
  • Presenting big ideas in a big way – achieving impact
  • Managing stress levels

Day 2

Taking a Strategic Approach: Thinking like an Agency

  • The importance of taking a strategic approach to account management
  • Understanding the client-relationship axis ( from transactional to partnership
  • Identifying different account types and assessing their relative value to our business
  • The Account Opportunity Matrix
  • What constitutes a ‘good’ account?
  • Developing appropriate strategies for each account type to protect existing business and identify new opportunities
  • Developing a VISION for each of your accounts
  • How to set meaningful and deliverable objectives (for client and agency)
  • Measures of success – agreeing the client’s criteria for judgement and delivering against these
  • Thinking like the Client – speaking their language
  • Developing a network of contacts across your client

Day 3

Client Relationship Management

  • What IS CRM and why is it a critical component of Account Management
  • Building awareness of the client’s business challenges
  • How to achieve ‘client intimacy’ through CRM
  • Building multi-level relationships with across all stakeholders
  • Client management checklist
  • Essential documentation
  • Reporting styles/structures
  • Formal Account Review
  • How to structure an effective client meeting
  • What your client can expect (relates to Standards on Day 1)
  • Developing your Client Charter – workshop exercise
  • 10 Golden Rules of Account Management Excellence (derived from all 3 days) – final workshop exercise

Fee Structure and Terms of Business

Total cost of Your Golden Rules of Account Management in-house programme: £6,500 + VAT which includes:

  • Pre workshop briefing meeting to ensure that the trainer fully understands your business and challenges and can adapt course materials and exercises to be most relevant for attendees
  • Development of all course materials
  • Delivery of courses
  • Travel to client offices/venue (inside M25)
  • Subsistence for trainer
  • Comprehensive delegate course notes – supplied electronically/memory sticks
  • Formal/informal feedback as required

Fees excludes: delegate refreshments and venue hire costs

Full payment is requested within 30 days of the first course date

Logistics

Up to 8 delegates per workshop

  • Courses within the M25 run from 9.30am – 5pm
  • 1 hour for lunch; 15 minutes for coffee (mid-morning) and 15 minutes for tea (mid-afternoon)

Trainer

Debra Sharron - Founder and Managing Director - Media Sales Training Ltd

Clients include: Archant Dialogue, Associated Newspapers, Cedar, Century One, Conde Nast,

Egmont Magazines, Forward,Future Plus, Guardian News & Media,IDG Communications, Immediate Media, IPC Media,Newsquest, Professional Publishers Association,River,Seven,Ten Alps, TriNorth, William Reed Business Media

Website:

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How to book

If you are interested in booking in-house training for your agency staff or would like to discuss in more detail, please contact -