Training Overview

The Key Account Management workshop will give participants an in-depth understanding of the complexities of servicing “key account” customers.

The workshop teaches strategic and tactical skills and processes to effectively identify and anticipate the requirements of a key account customer. The workshop is designed to leave participants with the skills needed to strategically manage key accounts, gain supporters for your initiatives and influence decision-makers. Ultimately, evolving your organization’s customer-supplier relationships into a preferred sales or partnerships.


  • 2 days


  • On completion of this training, you should be able to:
  • Develop key deliverables between both organizations
  • Use planning and process tools to set objectives. Develop strategies and tactics to achieve the those objectives.
  • Deal effectively with various decision-makers and influencers at all levels of both organizations
  • Proactively research and develop relationship opportunities
  • Manage the process of change for your customers’ customers

Intended Audience

This workshop is intended for anyone responsible for maintaining or supporting an organization’s major, national and international accounts, including key account managers, experienced salespeople and sales managers.

Session Information

  • A 2-day workshop that is case study driven
  • Optional follow up Coaching Session to reinforce learning
  • Customised options for shorter in-house training are also available, as is Webinar training


Unit 1: Definition and Criteria of a Key Account
In this unit we examine the criteria used internationally, and in your own organization, for identifying a customer as ‘key’. Once you have clarified the criteria, and there may be several, it is possible to focus on the ‘deliverables’ that each contribute to this special relationship. We end the unit examining your role as a planner, a strategist and a tactician, and use these competencies as you start preparing your Key Account Plan for one of your key accounts.

Unit 2: People who Decide and Influence
You will learn how to positively influence the people, and manage the positions and perspectives. You will learn how to influence each power base, and deal with an adverse power gradient. You also want to find and develop people who want you to achieve in the account – your ‘champions’. And you will learn how to turn negative gatekeepers, or blockers, into allies.

You will continue to develop your own Key Account Plans.

Unit 2: People who Decide and Influence
During this unit we take the opportunity to review the selling – buying process for you. Within your key account management role you are continually selling products, services and expertise. This short refresher will ensure your professional selling skills are updated, and support your account management tasks. We conclude this unit by discussing your role as a change agent – someone your contacts come to treat as their ‘agent provocateur’ – the person they welcome because you challenge their status quo, move them out of their inertia, and help them face the real issues.

During this unit you will continue to prepare, and conclude, your own Key Account Plans.

Additional Materials

  • A Comprehensive Learning Guide
  • A Key Account Planner
  • Lifetime support
  • A free follow-up 30-minute coaching session
  • Optional Enrollment in our monthly newsletter

Follow-up Coaching

There is a key difference between learning and knowing. Learning is the process of being taught the material while knowing is about internalizing and retaining it. If at any point after a session you feel the need for more support in knowing the lessons taught to you, a free 30-minute coaching session is available to you on request.