Live training

Key Account Management^™

Key Account Management is about generating massive client loyalty, client referrals and defending your key client base against competitors, by operating strategically with your key account management. It focuses on those top handful of clients only.

If you don’t have a strategic account management process to follow to best manage your key clients, then a large proportion of your sales turnover is likely to be at risk. These skills are very easy to learn and master.

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You’ll walk away with an overall 12-month Key Account Management Plan for your key accounts AND a more detailed plan for one of your chosen key accounts as well.

What you’ll learn

Take your key account management to the next level, without overstepping the mark
Understand the critical difference between Key Accounts, Major Accounts and Strategic Accounts (and why it’s VERY costly to not know the difference)
To build much stronger and deeper client relationships
To maximise long-term customer loyalty from the clients that REALLY matter
To become a partner/trusted advisor in your client’s eyes
To move to level 4 Key Account Management: Integrated Key Account Management
To better use ‘centres of influence’

Who should attend?

Key Account ManagersSales ManagersSales Support Team

Businessman drawing a pie chart beside sketched growth graphs

Choose how it’s delivered

Run it for your team in the format that suits you best.

Face to face

Available worldwide

Delivered in person with your team over one day.

Live online training

Available worldwide

Delivered live online over two half days.

Double Your Investment Guarantee

If you are unable to see how you can double your return on investment after attending any of our courses, we will refund your money. See our website for more details.

Download the flyer

Get the Key Account Management™ flyer to keep or share with your team.

Download the flyer

Frequently asked questions

What is key account management?

Key account management is the strategic way a business looks after its most important clients, the small group that makes up a large share of revenue. Rather than treating every customer the same, you plan how to grow, protect and deepen each of those relationships. This programme focuses on those top handful of clients only, helping you generate client loyalty and referrals and defend your key client base against competitors.

What’s the difference between key accounts, major accounts and strategic accounts?

These terms often get used as if they mean the same thing, but they don’t, and treating them the same can be costly because each type needs a different level of time and investment. This programme helps you understand the critical difference between key accounts, major accounts and strategic accounts, and better define which of your clients belong in each group.

How do I write a key account management plan?

A good plan sets out where each key account is now, where you want it to be, and the actions, contacts and timeframes that will get you there. You’ll walk away from this programme with an overall 12-month Key Account Management Plan for your key accounts, plus a more detailed plan for one of your chosen key accounts.

How do I stop losing key accounts to competitors?

Clients rarely leave when they see you as a partner rather than a supplier, so the best defence is a stronger, deeper relationship and a proactive plan for each account, not just a regular call cycle. This programme shows you how to build much stronger client relationships, maximise long-term loyalty from the clients that really matter and become a trusted advisor in your client’s eyes.

What are the levels of key account management?

Key account management is often described as a progression, from a simple transactional relationship through to a fully integrated partnership with the client. This programme takes you through the 4 levels of Key Account Management and shows you how to move to level 4: Integrated Key Account Management.

Who should do key account management training?

Anyone responsible for growing or looking after important B2B clients. This programme is for Key Account Managers, Sales Managers and the Sales Support Team, as well as sales representatives and business development managers involved in business-to-business selling.

Can key account management training be done online?

Yes. This programme is delivered live online worldwide over two half days, or face to face over one day, also available worldwide.

Is key account management training worth it?

If a large share of your turnover comes from a handful of clients, not having a strategic process to manage them puts that revenue at risk. This programme comes with our Double Your Investment Guarantee: if you are unable to see how you can double your return on investment after attending any of our courses, we will refund your money. See our website for more details.

How do I find out more about this programme?

Send us an enquiry using the form below, or book a free Sales Strategy Zoom to talk it through.