Key Account Management Training

Managing key accounts to maximise sales opportunities

Sales Myth No 5 - "I know everything about my key customers and there's nothing more I can sell to them"

With more and more buying power in the hands of fewer and fewer companies, and businesses often being reliant on fewer and larger customers, the need to manage key accounts effectively is a challenge being faced by most companies.

Key account management is more than having a good relationship with key customers or taking them to the odd corporate hospitality event. It's about how we develop a partnership and co-operation relationship with them by building a strong understanding of their business objectives and strategies to position us as a supplier of choice. By going through an exercise in data gathering, then using that data to make objective and considered decisions, we can manage those key customers far more effectively.

Learning Outcomes

Work through a structure by which to analyse key accounts, carry out a product gap analysis and assess potential opportunities. Use the information from the analysis to develop an account plan in order to capitalise on any identified opportunities. Know how to build a relationship with the Decision Making Unit (DMU) and have a strategy to manage the DMU. Design a proactive communication strategy to ensure a high level of customer support and contribute to the achievement of account objectives.

Who should attend this?

  • Key account managers
  • Internal or external account managers
  • Sales managers who manage account managers or their own accounts
  • Anyone whose business relies on a limited number of customers

Duration: 1 day

Can be extended to include role rehearsals using videoed playback with feedback and constructive critique.