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Course overview
Selling into the semiconductor industry, whether to device manufacturers or OEMs, is becoming an incredibly complex and confusing process. The sales cycles are long; the decision making process is often obscure to the vendor; and a very large number of account personnel, in multiple locations, are involved in influencing the outcome.
This dynamic two-and-one-half day workshop translates confusing sales scenarios into proactive plans. It teaches a process which surfaces a comprehensive understanding of the account"s drives, challenges and internal decision making roadmap. Such information can open the doors to new levels of partnering, shorten the sales cycle, and create unbeatable competitive positioning.
The process taught in the workshop has evolved and been proven within the industry over the past 20 years. It is taught by senior sales executives with extensive experience in its application. Each participant is provided with a comprehensive workshop manual and licensed strategic account management software. The latter includes tools to speed up the analysis process and industry specific templates to produce and update strategic selling plans for regional or global accounts.
What you will learn
- Understand your account, on both a strategic and tactical level, from an insider's viewpoint
- Determine true decision makers and influencers
- Develop strategies that leverage your competitive positioning
- Determine tactics that enlist support of customer personnel
- Penetrate and manage decision making committees
- Effectively enlist the assistance of other sales team members
- Develop and maintain a comprehensive strategic account plan
Who should participate
The workshop is designed for anyone who is responsible for managing a complex industry sales process, including Global Account Managers, Strategic Account Managers, Regional Sales Managers, Account Sales Representatives, and Vice Presidents of Sales. It will also be of significant value to Customer Support Managers who are charged with maintaining long-term relationships within multi-location accounts. Marketing Managers will find it of value in working with key accounts.
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Course outline
Account Management Process Funnel
Approach for simplifying account analysis
A method for account plan development
The Strategic Account View
Conclusions from published data
Decision making filters
Determining inside perspectives
Competitive Analysis
Determining regional & fab variations
Developing account objectives
Profiles of Major Semiconductor Companies
Inside look at key target customers
Strengths and weaknesses
Entry points and decision making process
Internal committees
Interpersonal Sales Model–Foundation For Tactical Analysis
Determining "Decision Styles"
Understanding Account Dynamics
Adapting to both the individual and the account
Laying Out The Playing Field
Gathering data
Analyzing decision makers/influencers
Searching out real committee power
Using Power Chartstm
Determining the real flow of influence in the account
The effects of different types of power
Learn why the organization chart should be thrown away
Creating a "roadmap" for determining sales tactics
Dealing With Committees
Why initial identification of semiconductor account decision makers is almost always false
Surfacing multiple-level committees at multiple locations
Finding issues for gaining attention and leveraging decisions
Developing A Plan
Seeking opportunities for partnering
Closing out the competition
How to use influence as leverage
Using other sales team members as tactical resources
Building Teamwork
Foundation for account management
Gaining involvement
Presenting "one voice" to the account
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