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Key Account Development Course (One Day In-house)

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Key Accounts are your most important clients and they are also the ones at most risk of attack from your competition. Therefore managing and developing key accounts is an essential skill if we want to stay ahead of the competition!

Do you know who your key clients are?

Do you know what the expectations are from your Key Accounts?

Day to day activities of your second-tier accounts can often distract you from looking after your most valued clients. Management of your key accounts (KAM) cannot be left to chance or the potential consequences could be disastrous. Understanding and practicing KAM principles is essential for the long term viability of any organisation faced with a fast moving and competitive environment.

In this workshop delegates will develop an awareness of Key Account Management and learn how to effectively manage these most valuable existing and prospective accounts.

  • Define roles and responsibilities of key account managers 
  • Analyse the customer profile 
  • Create a client SWOT analysis Put together a business plan for the account 
  • Create a contract matrix and ensure all team members are aware of their roles and responsibilities. 
  • Establish a buying needs matrix 
  • Understand buyer motivation and how you can influence it 
  • How to effectively network the account 
  • Understand the importance of product development within a key account


A full list of all of our course locations and dates are available on your right - simply click and book online.

If you prefer we can come to you and deliver a course at your business for small or larger groups - email us at for an in-company quote for this training, call us on 01423 861122 or contact us through our website.

This workshop is aimed at those working in sales who are being promoted or have current responsibility for the larger and more important accounts in the company and need to improve their skills and knowledge in managing those accounts.

Ideal for Small and Medium sized businesses - see our two day workshop for larger businesses.

In-House Training

We can come to you!

Request Quote More Information


Training Venues

£1500.00 + VAT

INCLUDES: Expert trainer, training materials, certificates for upto six people

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