Key Account Management

Course Overview

This challenging and interactive program provides you with the opportunity to create a business plan for one of your own key accounts. You will discover how to complete an account analysis, set strategic objectives and put in place an implementation strategy. This is a repeatable process which will engage customers and colleagues in retention and growth strategies.

Course Objectives

Profitable Relationships

  • You will develop the skills, behaviors and confidence to build long term, profitable key account relationships.

A Trusted Partner

  • You will become a trusted business partner – an individual who is valued and respected by key account customers who want to do business with you.

Best Practice Process

  • You will have the ability to create key account management process that will deliver profitable results.

Influence Stakeholders

  • You will have the ability to influence stakeholder views in your favor.

Identify Blockages

  • You will identify blockages that must be resolved.


  • You will develop the capability to create account plans and build individual account strategies which engage customers and colleagues.

Course Content

  • Introduction and Objectives
  • The Key Account Management Role
  • Introduction and Objectives
  • The Key Account Management Role
    • Key account management: Pre-work review
    • The role of the key account manager
  • Key Account Strategy
    • An introduction to account planning
    • Defining a key account
    • Building an account plan
    • Setting objectives and creating a value proposition
  • Stakeholder Networks
    • Managing stakeholder relationships
    • Account planning
  • Key Account Management Simulation
  • Round 1 - Evening Assignment: Account Planning – Practical 1
  • Key Account Best Practice
    • Managing high value and long term sales cycles
    • Communication strategy
    • Alignment
    • Relationship management
    • Account planning
  • Practical 2 - Key Account Management Simulation
  • Round 2 - Post-Course Brief
    • Personal action plans
    • Program evaluation

Course Methodology

The training is going to be highly interactive combination of lectures, group discussions, questionnaires, individual reflections, role plays, simulations and videos.

Target Audience

This course is designed for account managers, sales people, business owners and leaders who are responsible for managing high value, key account relationships.


2 Days (08:30–14:30) with appropriate breaks for tea/refreshments and lunch.

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