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Course Topics

Key Account Management

Duration: 2 Day

Course Overview:

Most companies are operating in an increasingly crowded market place.

Reducing prices to compete is not always an option.  Survival in today’s market place depends on many more elements than price alone.

Being able to differentiate yourself and your products and services in an overloaded market place mean your messages have to hit the right target every time. 

Multiple relationship management, networking and strategic planning are all crucial skills to maximise and maintain the potential of key accounts. Understand what counts in the sales process and understand how Key Account decision makers are motivated to make their decisions. Influence your prospects, engage and retain business. Learn strategies for getting the attention of decision makers. 

A strong focus will be placed on relationship building and the skills needed to protect key accounts from competitor attack. Understand the importance of key personal as well as your product/service differentiation and win the business

Develop strategies for managing “difficult” and “demanding” customers and learn techniques to influence and persuade so the outcome is in your favour every time.

Individual coaching, self-appraisal and negotiating role-playing will ensure maximum participation and learning.

Who will benefit from attending this Training?

Current or prospective Key Account Executives: Account Managers and those who are progressing into a key account management role.

Fundamental sales skills are assumed and will not be covered on this course.

Course Content:


  • Key Account Management - What is it, how it works and why we do it.

  • Marketing, Selling, Key Client / Account Management the individual components

  • Roles and Responsibilities – who is the “Ideal Person” to manage your customers

  • Profiling your customer and their requirements

  • Marketing Tools to help your task

  • Planning a Key Account Strategy

  • How to develop a Long Term Relationship and keep it

  • Product Life cycles and their impact on the overall strategy

  • Client Meetings, getting results

  • SLA’s and KPI’S 

  • Relationship Management

  • Influencing and negotiating with multiple contacts

  • Cross-selling

  • Networking

  • Adapt your account management style to be positive and productive

  • Strengthening the relationship through regular contact

  • Achieving preferred supplier status

  • PPQ, Quotes and Tenders

  • Effective presentations and the essential skills behind them

  • How to ensure large contracts bring in large profits

  • Ensuring TOUCHPOINTS work

  • Negotiate to Win 

Personal Development:
  • Action planning - the essential next steps
  • Continuous professional development - what next?


Key Benefits

By the end of this course you will be able to:

  • Use a Customer Service, Marketing and Sales mix to correctly position your customer solution
  • Recognise and deal effectively with competitor threats
  • Comprehend the customers point of view on all deals and move your position to align with them
  • Use persuasion and negotiation to motivate buyers, influencers and decision-makers in
  • Motivate and manage key personnel who have direct accountability in supporting your major accounts
  • Negotiate effectively with demanding and skilled individuals
  • Use cross Selling Techniques to upscale sales
  • Win and maintain Key accounts effectively and efficiently

Follow on Courses:

Training Methodology:

The training process is based on a carefully planned mix of succinct tutor input - with practical illustration of tools and concepts, group work on case studies (all video based - and lively), feedback, and selective work on individual issues in pairs. Team involvement and working enable a strategy to be created from start to finish. The Training is based on the 4 mat systems to enable complete learning. There will also be some opportunity for role play. You will receive an electronic toolkit within the material for subsequent everyday use.

The Facilitator:

The Facilitator has 30 years in Sales and Marketing roles, including Director in Financial companies with Cross functional industry experience in this subject area in the UK and globally.

Let Synergy come to you !

Did you know Synergy can come to you and deliver this workshop ‘In Company’ at your own venue or location. If you have three or more people who you would like to benefit from attending this workshop our trainer can travel to you and deliver the same specification of course for your staff at a fraction of the overall cost.

If you’d like to know more about this option please contact us on 0121 605 7533 or email us at – our operations team manages all of our ‘In Company’ events and we can talk you though the logistics, pricing and whether you’d like the workshop as advertised here or something tailor made just for your business.

We have several packages on offer so contact us today.

What is Continuing Professional Development (CPD)?

Continuing Professional Development (CPD) is a personal commitment to keeping your professional knowledge up to date, improving your capabilities, proving commitment and competency in your profession. It focuses on what you learn and how you progress throughout your career, helping you gain more credibility within your industry, with your employer, clients and gain competitive edge over your peers.

Being actively committed to CPD may in the future:
  • Improve your Resume
  • Maintain professional recognition
  • Showcase your achievements, attributes and your brand
  • Accelerate your career prospects
  • Deliver job satisfaction: ensuring you are Career focused
  • Reassure your Employers and Stakeholders that you are upto date and competent
How do I gain CPD recognition:

By attending Synergy Courses you can be assured that attendance, completion and certification will be rewarded by CPD points. To help advance your professional status CPD recognition is awarded on both public workshops and in-house courses, being dependent on the number of hours spent learning. On request Synergy Training Group will provide a certificate of attendance for you to use as evidence and to attach to your record card.

A number of our courses are accredited, endorsed or approved by a number of Learning & Development and Professional Bodies and Associations for more detail please contact us at

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