Key Semiconductor Account Selling and Management

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.

• 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

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.

• 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
• 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