Key Account Management

Course Aims:

Existing customers are the most important value stream for most organisations. This course will help delegates establish a proactive approach with major clients so that they are managing the account for the long term benefit of the business. 

Course Objectives:

At the end of this course delegates will be able to:

  • Use business development skills for gaining entry to potential new clients. 
  • Build long-term relationships at all levels within clients’ organisations. 
  • Use negotiation skills to persuade, influence and grow existing accounts. 
  • Develop networking skills to grow existing client base. 
  • Develop the ability to manage multiple relationships with equally high levels of service. 


  • 2 days/In house or consultant facilitated virtual course / online training session(s)

Course Contents:

  • Role of key account management
  • Recognising which customers are key accounts
  • Stages of key account management
  • Measuring key account profitability
  • The value of planning
  • Pareto analysis of accounts
  • Client environmental scan
  • Understanding the competition
  • Identifying opportunities for developing business
  • Psychology of buying
  • Using personal preferences to understand behaviour – yours and the clients
  • Techniques for building rapport
  • Recognising where power and influence lie
  • Developing an influencing map
  • Pyramid of influence –influencing techniques to change behaviour
  • The competitive differentiator
  • Setting a client experience proposition
  • Identifying ‘touch points’
  • Managing touch points for an amazing client experience
  • Preventing issues arising
  • Practical tools for conflict resolution
  • Dealing with complaints
  • Transferring learning back to the workplace


We are a leading edge provider of leadership and management development interventions, talent assessment services and formal training courses.