The Golden Rules of Account Management
Mon 12th Sept and Weds 28th Sept
Course 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
Course Length
1 day - maximum of 8 delegates
Training Method
Interactive exercises, mini role plays & group discussion. Flip Chart notes (no PowerPoint); full course Workbook for
each delegate with comprehensive leave-behind notes
Trainer
Debra Sharron - Founder and Managing Director - Media Sales Training Ltd
Clients include:
Archant Media
BBC Worldwide
Egmont Magazines
IDG Communications
Manchester Evening News Media
Periodical Publishers Association
Seven Squared
The Bookseller
Associated Newspapers
Conde Nast
Future Publishing
IPC Media
Mark Allen Group
River Publishing
Surrey & Berkshire Media
The Guardian
1996
1992 to 1995
1991 to 1992
1989 to 1991
1988 to 1989
1986
Established own consultancy and set up ad sales operation for Tesco at Forward Publishing
Corporate Promotions Director, The National Magazine Company
Promotions Director, SHE Magazine
Promotions Manager – Ideal Home magazine
Advertisement Sales Manager – 19 Magazine
Graduate Trainee – IPC Magazines
Website
Linkedin
www.media-sales-training.co.uk
http://www.linkedin.com/pub/debra-sharron/6/8b2/bb2
Cost
Book
£375 + VAT (including refreshments and lunch) – open to APA members only
Where
Venue tbc
Please fill in the booking form below email/fax to Amanda Burrell on amanda.burrell@apa.co.uk
or fax to 0207 4044167
Course content
09:15 Tea/Coffee and registration
09:30 – 11:00 Qualities of Excellence: the two-headed miracle worker!
 Defining the role of the Account Manager/Director
 Qualities of account management excellence
o From a client perspective
o From an agency perspective
o Achieving a balance and protecting status
11.15 – 13:00 Essential and unique skills:
 How to achieve the status of a trusted advisor with your client
o Managing client expectations
o Key Communication Skills + exercises
 The Language of Account Management – ‘do’s and don’ts’
o Influencing Skills
o Writing skills
o The language of negotiation
13:00 – 14:00 Lunch break
14:00 – 15:30 Taking a Strategic Approach: Thinking like an Agency
 The importance of taking a strategic approach to account management
o Understanding the client-relationship axis ( from transactional to partnership)
o Identifying different account types and assessing their relative value to our business
o What constitutes a ‘good’ account?
 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
15:30 – 15:45 Tea/coffee break
15:45 – 17:00 Client Relationship Management
 What IS CRM and why is it a critical component of Account Management

o Building awareness of the client’s business challenges
o How to achieve ‘client intimacy’ through CRM
o Building multi-level relationships with across all stakeholders
Client management checklist
o Reporting styles/structures
o Formal Account Reviews
How to structure an effective client meeting + exercise

10 Golden Rules of Account Management Excellence – final workshop exercise

APA Training – Golden Rules of Account Management
Course date (please put an X by the date you would like to attend)
Mon 12th Sept
Weds 28th Sept
Company:
Address:
Booking contact name:
Contact number:
Name, job title and email address of all delegates:
Cost
£375 + VAT per person inclusive of refreshments and lunch
Payment by Credit Card
Please debit my credit card for the total amount due of: £_____________
Mastercard / Visa* (please delete as applicable).
Card number:
/
3 digit security number:
Card Holder name:
/
/
Card expiry date:_____ /_____
Signature:
Card Holder address:
Card holder contact number:
Payment by invoice:
Please return to Amanda Burrell:
Fax:
020 7404 4167 Email: amanda.burrell@apa.co.uk
Post:
APA Ltd, Queens House, 3rd floor, 55-56 Lincoln’s Inn Fields, London, WC2A 3LJ