Key Account Development

This is a 2 day course

1. See bottom of page for scheduled course dates.

2. If you have 4 or more delegates we can schedule a course for you, or run it in-house. Please contact us online or call us on 0115 9849940 for more details.

Who will benefit: The experienced salesperson or sales manager who is responsible for gaining or managing existing key accounts.

Objectives: By the end of the course participants will be able to:

  • Define a key account
  • Understand the role of a Key Account Manager
  • Develop a key account strategy
  • Manage multiple business relationships within the accounts
  • Identify potential future key accounts
  • Understand the psychological factors involved in the buying process
  • Present the strategy with confidence

Module One - The key account role

  • Key account definition
  • The role of the key account manager
  • Key account customer expectations

Module Two – Developing the key account strategy

  • Where are we now?
  • Where do we want to be?
  • SWOT analysis
  • Analysing the competition
  • Product and/or service lifecycle analysis – how it may influence your plans
  • Determining the strategy
  • Action planning

Module Three – Managing key account relationships

  • Understanding customer buying motives
  • Working with different customer behavioural styles
  • Customer decision making roles within the key account
  • Customer needs and relationships - recognising your role

Module Four - Presenting the strategy

  • Research and preparation
  • Structuring your presentation
  • Communication skills during the presentation

Scheduled Courses:

This course is not currently scheduled. Please contact us for further details.



For further details contact our sales team:
Telephone: 0115 984 9940
Fax: 0115 921 5352
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