For training call +44(0)1273 6222 72

Your basket is empty View Cart shopping cart

Key Account Management

Having just joined Account Management from a different career path, this is a must for anyone dealing with accounts or in a sales role.

Martyn Bowie - Niton Equipment Ltd

MAKE AN ENQUIRY Download Course Outline

What is Key Account Management Training?

Most companies are operating in an increasingly crowded market space. For most reducing prices to compete is simply not an option as survival in today’s market place is dependent on many more elements than price alone.

Key Account Management Training

You have to be able to differentiate yourself and your products and services to survive. In a message overloaded market place your messages have to cut through. If you can’t compel, you won’t sell. Learn how to influence your prospects and how to win and retain Key Account business.

Our Key Account Management training course will teach you strategies for getting the attention of decision makers and start winning more business now!

We also provide private and in-company Key Account Management courses. Call +44 (0)1273 622272 to discuss.

Key Account Management Training

Course Objectives

Delegates attending this training course will:

  • Learn how to grow your sales volumes and Key Account business quickly and effectively
  • Learn what really counts in the sales process and understand how Key Account decision makers are motivated to make their decisions
  • Understand the importance of personal as well as product/service differentiation and win the business
  • Develop strategies for managing “difficult” and “demanding” clients behaviour
  • Learn how to engage and compel your key customers to buy from you
  • Learn techniques to influence and persuade

Course Feedback

As this course was organised specific to Belco we were able to cover all areas relevant to our company. I feel the tutor had a wealth of knowledge that he was willing to share with us. Several of his ideas I look forward to implementing. As I have moved into the customer case environment as the manager, this course came at the right time and has given me several ideas on how to make my department much better. The strength of the course was the knowledge & experience of the instructor; the examples he gave were very relevant & gave us a better picture of the information. I think this course could be several days longer if needed, but for what I wanted it was perfect. I think if we need to delve further into some of the topics, we would set up another course for that specific reason. I would definitely recommend this course. I think anyone in the Account Manager of Customer Service area could benefit, specifically management.

Donna Watson - Ascendant Group

Really relevant material and techniques that I can apply back in the office tomorrow. Good progression from analysis tools to get the best out of your customers/clients.

Nici Birley - Cath Kidston Ltd

Some really useful info, the trainer was very good at bringing things into my area of work. The 2 days ran very nicely, and the right amount of time was spend on each subject. The course gave me opportunities to discuss particular issues I have, and has given me lots of ideas moving forward.

Nicola Cowan - Maybo Ltd

I really appreciated the relation of course content back to what was relevant to us at Belco and Ascendant. Emmet was extremely knowledgeable on the subject matter and had a wealth of relatable experiences to call upon. The course was structures well and flowed smoothly. I have a good idea of what areas I need to focus on and strategies for implementation when I get back! I would definitely recommend the course and will likely do so to some of my colleagues back in Bermuda. We have been given many ideas which are easy, cost-effective solutions that can be implemented immediately.

Shelly Leman - Ascendant Group

The Key Account Management course provided me with some excellent plans to incorporate into KPIs for my personal business development in 2014.

Craige Taylor - Robinson Brothers Ltd

Key Account Management Course Content

What is a Key Account?

  • Targeting and identifying your market place
  • The elements of persuasion
  • Creating compelling communications
  • Differentiating your offer

The Buying Model

  • Buying psychology –what influences the buying process?
  • Short and long term buying cycles
  • Decision making processes
  • Identifying and satisfying objective and subjective needs

Building Value

  • What is added value and why is this so often confused with reducing margins?
  • Identifying value drivers

Securing Appointments

  • What to do what to say
  • Managing nerves
  • Dealing with gatekeepers and blockers

Maintaining Client Engagement

  • The fact is that many decisions take months to nurture- learn how to manage contact cycles creatively
  • CRM template development


  • What is negotiation and why is a state of non-negotiation so often confused with buying signals?
  • Trial closing
  • Establishing the ground rules
  • What to do when negotiations stall or break down

Relationship Selling

  • What interpersonal skills do we need?
  • The elements of successful relationships
  • How to nurture profitable relationships

Customer Audits and Referrals

  • Networking and gaining referrals and introductions
  • Securing feedback and further insights
  • Gaining more business via problem solving


* Required

For in-company or private training please request a quote


Course Details

  1. Course Title

    Key Account Management

  2. Duration

    1 Day

  3. Price Starting From

    £995.00 + VAT

Upcoming Dates

Onsite Training

This course can be run in-company anywhere in the world & we can tailor the content to focus on your requirements.

We regularly provide training in London, Manchester, Bristol and all over the United Kingdom.

Who is this course for?

Account managers, customer relations professionals, sales managers, sales team members and anyone who wants to grow sales by developing relationships with key accounts.