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Key Account Management Course

Key Account Management Course

1 Weeks
Professional Level
Certificate Included
Course Content

Available Events

Available Events
CityDatePriceStatus
GenevaSwitzerland
September 27, 2026
€4,600
Confirmed date
Kuala LumpurMalaysia
October 9, 2026
€4,400
Confirmed date
LisbonPortugal
October 21, 2026
€4,400
Confirmed date
ParisFrance
October 23, 2026
€4,600
Confirmed date
SingaporeSingapore
October 24, 2026
€4,800
Confirmed date
AmsterdamNetherlands
October 27, 2026
€4,600
Confirmed date
LondonUnited Kingdom
October 29, 2026
£4,600
Confirmed date
IstanbulTurkey
November 8, 2026
€3,900
Confirmed date
OnlineOnline
November 20, 2026
€1,790
Confirmed date

Course Information

Duration

1 Weeks

Category

HR Courses

Level

Professional Level

Certificate

Included

INTRODUCTION

Key accounts frequently represent a substantial share of organizational revenue, profitability, reputation, and future market potential. Managing these customers effectively requires a disciplined approach extending beyond routine selling and customer service activities. Account managers must understand each customer’s strategy, structure, priorities, challenges, purchasing processes, and competitive environment. They must build trusted relationships with multiple stakeholders across operational, technical, commercial, and executive levels. Effective key account management aligns customer needs with organizational capabilities, resources, and long-term growth objectives. This course introduces a structured framework for selecting accounts, assessing opportunities, creating value propositions, and planning account development. Participants learn to protect current business while identifying expansion opportunities across products, services, departments, and locations. The program combines strategic analysis with communication, negotiation, planning, execution, and performance management tools. It enables professionals to manage complex customer accounts with greater confidence, consistency, and commercial impact.

COURSE OBJECTIVES

Participants will achieve the following objectives by this course:

  • Understand the strategic importance of key account management for sustainable commercial growth.
  • Identify and prioritize accounts using value, potential, profitability, and strategic fit criteria.
  • Analyze customer strategies, structures, priorities, challenges, and purchasing behaviors effectively.
  • Map decision-makers, influencers, users, supporters, and relationship risks within customer organizations.
  • Develop differentiated value propositions aligned with customer needs and business objectives.
  • Create structured account plans containing measurable relationship, revenue, and profitability targets.
  • Apply consultative selling methods to uncover opportunities and strengthen customer trust.
  • Manage objections, negotiations, pricing discussions, and complex commercial agreements professionally.
  • Coordinate internal stakeholders and resources to deliver consistent customer value.
  • Measure account performance, retention, profitability, risks, and future growth opportunities.

TARGET AUDIENCE

This program targets a professional audience seeking to improve knowledge and skills:

  • Key account managers responsible for strategic customers, revenue protection, relationship development, and account growth.
  • Sales managers overseeing major accounts, opportunity pipelines, commercial performance, and customer retention.
  • Business development professionals identifying expansion opportunities across products, services, markets, and customer divisions.
  • Customer relationship managers coordinating stakeholder engagement, service quality, and long-term partnership development.
  • Commercial managers responsible for pricing, profitability, contracts, negotiations, and strategic customer agreements.
  • Sales executives preparing for wider responsibility in consultative selling and complex account management.
  • Product and service managers collaborating with commercial teams to develop tailored customer solutions.
  • Senior leaders seeking stronger governance and visibility across strategically important customer accounts.

COURSE OUTLINE

Day 1: Key Account Management Strategy and Account Selection

  • Defining key account management and its strategic organizational importance.
  • Distinguishing key accounts from standard customers and sales opportunities.
  • Establishing objective account selection and segmentation criteria.
  • Evaluating revenue, profitability, potential, influence, and strategic alignment.
  • Identifying account risks, dependencies, and resource requirements.
  • Understanding key account manager roles, responsibilities, and competencies.
  • Aligning account strategies with corporate and commercial objectives.
  • Designing an effective key account management operating model.
  • Assessing organizational account management maturity and capability gaps.

Day 2: Customer Analysis and Stakeholder Relationship Mapping

  • Analyzing customer strategy, structure, business model, and market position.
  • Identifying customer priorities, challenges, pressures, and performance objectives.
  • Understanding purchasing processes, procurement practices, and decision criteria.
  • Mapping decision-makers, influencers, users, gatekeepers, and sponsors.
  • Evaluating stakeholder authority, interest, attitude, and relationship strength.
  • Identifying relationship gaps and single-contact dependency risks.
  • Developing executive, operational, technical, and commercial relationships.
  • Planning effective customer meetings and engagement activities.
  • Creating a comprehensive customer and stakeholder profile.

Day 3: Value Propositions and Strategic Account Planning

  • Translating customer needs into relevant commercial growth opportunities.
  • Developing differentiated value propositions for key customer stakeholders.
  • Quantifying financial, operational, strategic, and risk-related value.
  • Identifying cross-selling, additional selling, renewal, and expansion opportunities.
  • Prioritizing opportunities according to value and probability.
  • Setting account revenue, profitability, retention, and relationship objectives.
  • Developing actions, responsibilities, milestones, and success measures.
  • Integrating competitive analysis into strategic account planning.
  • Producing a complete and actionable account growth plan.

Day 4: Consultative Selling and Complex Account Negotiation

  • Applying questioning techniques to uncover strategic customer needs.
  • Conducting value-based conversations with senior customer decision-makers.
  • Presenting solutions using evidence, outcomes, and business impact.
  • Managing objections, concerns, resistance, and competing priorities.
  • Preparing negotiation objectives, positions, concessions, and alternatives.
  • Protecting commercial value during price and contract discussions.
  • Negotiating complex, multi-stakeholder, and long-term agreements.
  • Handling procurement pressure and competitive negotiation tactics.
  • Building mutually beneficial agreements supporting long-term partnerships.

Day 5: Account Execution, Performance, and Growth Governance

  • Coordinating internal teams around customer commitments and priorities.
  • Establishing clear ownership, communication, and escalation arrangements.
  • Managing service issues, conflicts, expectations, and relationship recovery.
  • Monitoring account revenue, profitability, pipeline, and retention indicators.
  • Conducting structured account reviews with customers and internal leaders.
  • Identifying early warnings of dissatisfaction and account loss.
  • Updating account strategies according to changing customer conditions.
  • Strengthening customer loyalty through continuous value creation.
  • Presenting a strategic account plan and executive recommendations.

COURSE DURATION

Duration: 1 Weeks

This intensive professional program is delivered over five consecutive training days, combining expert instruction, facilitated discussions, strategic account analysis, stakeholder mapping, consultative selling exercises, negotiation simulations, case studies, group workshops, and applied account planning activities designed to build immediately usable commercial capabilities.

INSTRUCTOR INFORMATION

The program is delivered by an experienced sales and key account management professional with expertise in strategic selling, customer relationship development, account planning, commercial negotiation, value proposition design, stakeholder management, sales leadership, and revenue growth, supported by practical experience managing complex business relationships across diverse industries.

FREQUENTLY ASKED QUESTIONS

No, it develops capabilities progressively from account selection to strategic execution.

CONCLUSION

Strategic key account management is essential for protecting valuable revenue and building sustainable customer growth. This course provides a practical framework for selecting accounts, understanding customers, creating value, and coordinating execution. Participants strengthen their ability to manage stakeholders, develop opportunities, negotiate effectively, and measure account performance. The program transforms account management from reactive selling into a structured commercial discipline. Graduates will be prepared to build stronger partnerships, improve retention, and achieve profitable long-term growth.

Key Account Management Course

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