Description
Course Summary
Building business relationships are vital no matter what industry you are in. It secures the prosperity and future growth of every company. Understanding and building good relationships with your partners, supplies and customers is the difference between thriving and failure.
Many large contracts have been won on the concept of good reputation and trust. Whether you have established relationships or are forging new ones, the way this is done builds a picture used to decide how well you will be able to work with the customer, supplier or partner, so it is essential to make it good.
As part of this course, delegates will learn and use the proven methodology that has been shown to garner excellent and robust relationships. Business relationship management professionals need to have an armoury of skills and knowledge to ensure that they present the business in a good light and secure relationships of trust and prosperity.
Course Objectives
- To be able to clearly define the role of Professional Business Relationship Manager (BRM)
- To be able to understand the processes and characteristics needed in BRM
- To be able to learn the attributes and techniques required to become a strategic partner
- To be able to contribute to strategy formation and respond to business demand
- To be familiar with the disciplines of portfolio management
- To be able to apply them to create, maximise and sustain business value
- To be familiar with the term business transition management
- To be able to use change and transformation programmes to minimise loss and value migration
- To be able to understand how BRM aides world-class service to clients
- To be confident modelling compelling value propositions
- To be able to generate effective and lasting value using client need
- To be able to understand the mindset of the customer and relate to it
- To be able to communicate in a persuasive and effective manner
- To be able to learn advanced communication skills
- To be familiar with the Science of Persuasion
- To be able to build relationships, trust and customer experiences
- To be able to look introspectively at your motivations and use this to understand your clients.
Course Content & Outline
1- What is a Business Relationship Manager?
- BRM: Understanding the objectives and goals to be successful
- Why BRM is a vitally important role and how it is still growing
- How provider and business forces evolve the role of BRM
- How BRM is affected by the maturity of business and supplier demand
- What drives the relationship maturity process?
- Learning the strategy and tactics of BRM
- BRM: Understanding the organisational structure and reporting
2- Understanding Strategic Partnerships
- How to understand migration and value realisation
- The concept of demand shaping
- What is the Strategic Relationship Management Process
- Deploying SRMP to help strengthen and build professional relationships
- What is the Customer Decision-Making process and how does it relate to the buying cycle?
- How can we segment customers in a meaningful way to create value propositions that resonate with them?
- Understanding and executing Mutual Relationship Contracts
3- Why Business Understanding is Vital
- How your business fits into the environment on a broader scale
- What is a business model and why is it important
- Using strategy in business
- The importance of understanding operations and processes in a business
- Transferring this understanding to the client organisation
- Understanding the internal politics and culture of your clients
- Working with marketing and sales resources to optimise the business development
4- Business Transition and Portfolio Management
- Understanding portfolio management
- Using your knowledge to create enduring value
- How the product lifestyle relate to portfolio management
- The relationship between portfolio management and project programs
- How to optimise the value of the business using this understanding
- Balancing portfolios and portfolio classification schemes
- Portfolio management governance using structures and processes
- What is Business Transition Management
- Using the Business Transition Capability Model
- What is change leadership
- The importance of generating stakeholder urgency
- The Cliff Analogy for managing change
5- Communication Skills, Value and Persuasion
- How to create a delivery in value-centric service
- How to build successful business relationships and rapport
- Definition and differences between products, services and brands
- How these related to the business relationship
- How to compel and influence with value propositions
- Learning the skills of persuasion and influence
- A masterclass in communication skills
Who is this training for?
- Business Development Professionals
- Business Relationship Managers
- Global Account Managers
- Key Account Managers
- Marketing Executives
- Sales professionals
- Anyone looking to upskill to improve job prospects
Training Methodology
Teaching takes place in a variety of settings including face to face in a classroom environment and will ensure that participants can expand their knowledge of the subject and increase their skill set. The course is delivered via various methods by a specialist tutor. This will include PowerPoint presentations, reviewing articles and other relevant materials, group or individual exercises and discussions. There may be some independent work set, and the course will involve a requirement to submit articles to demonstrate understanding and an end of course test. Note-taking is encouraged, and you are welcome to use electronic devices to do this.
The course manual will form part of the learning but give you references for the future. You are encouraged to ask questions and, if needed, spend time one to one with your tutor to go over any issues. During your time in the classroom, you will be able to network with peers in similar roles.
