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

Key account management

  • Role of key account management
  • Recognising which customers are key accounts
  • Stages of key account management
  • Measuring key account profitability

Account Planning

  • The value of planning
  • Pareto analysis of accounts
  • Client environmental scan
  • Understanding the competition
  • Identifying opportunities for developing business

Building the relationship and influencing behaviour

  • 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


Client experience

  • The competitive differentiator
  • Setting a client experience proposition
  • Identifying ‘touch points’
  • Managing touch points for an amazing client experience

Conflict resolution

  • Preventing issues arising
  • Practical tools for conflict resolution
  • Dealing with complaints

Action planning

  • Transferring learning back to the workplace