Key Account Management

Course Description

Key Account Managers are responsible for an organisation's most vital customers. They need to have an in depth understanding of the all the factors which effect servicing the requirements of customers designated as Key Accounts. KAMs must use strategic and tactical tools and processes to achieve the customer and supplier relationship required.


Participants should already be working with Key Accounts in their organisation or be moving into that role.

Upon completion of the course the participant will be able to

Define Key Accounts, manage time and territory more effectively.
Manage the relationships and understand the long term nature of the relationship (hunting versus farming)
Manage all of the relationships that exist between the company and the client.
Understand the importance of all the players in the Key Account
Build a strategic plan by knowing and understanding the clients market and its cycles and using this to anticipate customer needs and maximise opportunity.
Manage and deal with change as it happens
Understand the importance of constant review as a means of strengthening relationships

What to expect

This is an active programme. Participants will be asked to choose one key account and use that throughout the programme to build on the course material. At the end of the programme the participants will have a real life template that is based on their particular market and their particular style.

Course Content

What is a key account?

Defining what makes an account key.
Use specific criteria to build a picture. The Pareto Principle,etc.
What's the difference between a sales person and a key account manager?
Move from selling to actively managing.

The vital importance of relationships

Building lasting relationships.
Taking a real interest in your client.
Knowing the key players, the decision makers and the influencers.
The importance of champions.
Managing the relationships between your organisation and the client.

Know your clients business

Know your clients business.
Understand their market and its cycles.
Anticipate peak buying times and be prepared.
Empathise and work with your clients through the hard times.

Inevitable change

Dealing with change.
Anticipate change and plan for it.
Welcome change as opportunity.

Using reviews

Develop the habit of constant review.
Use reviews to increase client facing opportunity and cement relationships.
Build a template for reviews that provide valuable feedback for you and your client.
Use reviews to spot opportunity.