Key account management and the development of key accounts are critical to an organisation’s success or failure. It is the larger order or longer-term contract that can smooth out cash flow and create significant profit potential. Multiple relationship management, networking and strategic planning are all crucial skills to maximise and maintain the potential of key accounts.

This two day course provides delegates with practical and effective strategies to ensure that key account relationships are nurtured into highly valued partnerships. A strong focus will be placed on strategic planning and the skills needed to protect key accounts from competitor attack. Delegates will leave this course with a plan that will allow them to achieve all of the above.

Course Objectives

Complete a successful transition into the key account manager’s role.
Construct and implement clear strategic plans to consolidate your key account relationships and gain valuable new and repeat business.
Recognise and deal effectively with competitor threats.
Use effective skills to persuade and motivate the key buyers, influencers and decision-makers.
Select the most appropriate approach to secure increased and profitable business from your key accounts.
Develop strong personal links with all the key individuals in your major accounts and turn relationships into long-term partnerships.
Respect, reassure and motivate the key personnel charged with servicing and supporting your major accounts.

Course Designed For

Key account executives, key account managers and those who are progressing into a key account management role for the firt time or those who have limited experience in managing accounts. Fundamental sales skills are assumed and will not be covered on this course.

If you are an experienced key account manager we would recommend our 'Customer Relationship Management' course which is likely to be more appropriate.

Maximum Number of Delegates

Six

In-House Delivery Option Available

Yes

Account Management - It’s Big Business

The profile of a key account
Selling and account management - the difference
Account manager - your role and responsibilities
Prioritising - Who are the key accounts?

Research your customers profile and position

Investment versus return - get your priorities right
Assess your strengths, weaknesses and unique advantages

 Planning a Key Account Strategy

Be clear about the potential of each account
How to develop a key account over the long-term
Recognising threats and dealing with them
Setting specific goals and objectives for each meeting

Relationship Management

Understanding the organisational structure of your account
Influencing and negotiating with multiple contacts
Networking within your account

From Relationship to Partnership

Strengthening the relationship through regular contact
Alliances across an organisation to maintain preferred supplier status
Constructing strategic service level agreements

Teamwork to Support Key Accounts

Planning how to support your key accounts
Identifying and overcoming internal barriers that prevent quality support
Ensuring all support staff play a key role in servicing your major accounts
What to expect of customer service staff
Motivating staff within a positive team culture

£934.13 (£795 + VAT) per Delegate.

Discounts are available if 2 or more delegates from the same organisation attend the same course.

Please read 'How much does each course cost' on our FAQ's page for details.

I have already recommended the course to my colleague and he has booked on it for August today!

It was excellent - thank you for all your help.

Senior Analyst - UK Financial Services Provider

Very good course that has highlighted a number of issues for me in my current role. I have a lot of work to do to implement my findings, but when I have finished, I will be a lot more focused.

Senior Key Account Manager - European Telephony Services Provider

This course has provided me with an insight into Key Account Management and highlighted that as a company we have various approaches to managing our most important customers. We need a more consistent approach and I will be recommending all our Key Account Managers attend this course.

National Sales Manager - UK Business Publisher

The course was brilliant. I didn't think I could learn so much in two days that will impact on my performance. I will use everything I have learned. The training comes highly recommended.

Key Account Manager - UK Software Developer

The Boston Matrix sections and the exploration of who really are our key accounts was probably the most interesting and useful thing I have learned this year! It was impressive how the materials and course content were related to our industry, we find it difficult in our sector to find a wholly relevant course

Key Account Manager - UK Recruitment Consultant

Many thanks for enlightening and introducing me to how Key Account management techniques can be adapted to suit my job role. The knowledge I have gained will prove invaluable to me and assist greatly in utilising my time to maximise my sales.

Key Account Manager - UK Engineering Group

Excellent course. I would happily recommend it to others. I really enjoyed the course and feel that I got a lot from it. I took up my position as Key Account Manager with little knowledge of what the role entailed and what I could do and what to concentrate on - I do now and feel that I can contribute positively to the business and to my customers. Thanks - a course worth attending!

Key Account Manager - UK Garden Product Supplier

I found the course very useful, especially the fact that we were able to completely apply it to our own company as we were the only 2 delegates. I have already recommended to my Director & Line Manager that other members of our team would benefit from attending the course.

Please pass my thanks on to Mark on a very professional & useful 2 days!

Key Account Manager - UK Healthcare Organisation