Key Account Management

Very often when organisations talk about ‘Key Accounts’, they think inwardly. The client is ‘key’ to them. This internal focus often leads to passive behaviour resulting in falling sales and missed opportunities.

In key account management the sale is often complex, where more than one person is responsible for the decision to buy. A ‘complex’ sale demands a strategy that is managed by us.

Learn how to:

  • Use decision-making techniques to select the key accounts.
  • Develop a selling strategy for each key account.
  • Develop a control system for monitoring the effectiveness of the strategy.
  • Identify and assess business opportunities, both short and long term.
  • Identify the power base within the key account.
  • Develop and implement strategies for dealing with competitive suppliers.

This programme is pragmatic. Delegates are encouraged to arrive with key data on key accounts and to develop their thinking/approach/strategy as each topic is covered.



An excellent course. A must if you are customer-facing!