The British Academy for Training and Development presents this training course in "Key Account Management", designed to equip professionals in sales and business development with the skills required to manage strategic clients and build long-term, value-driven relationships.

In today’s competitive marketplace, key accounts often represent a significant portion of a company’s revenue. Managing them effectively requires a structured and strategic approach that includes understanding client needs, offering tailored solutions, and maintaining strong, ongoing communication.

This course introduces participants to the core principles of Key Account Management, helping them develop the tools and mindset necessary to identify growth opportunities, manage complex client relationships, and ensure mutual business success.

Who Should Attend?

• Key account and sales managers

• Business development professionals

• Customer relationship and client success managers

• B2B marketing and sales teams

• Professionals seeking to specialize in strategic account management

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Understand the strategic concept of Key Account Management and its business value

• Analyze and evaluate key clients to identify growth opportunities

• Build and implement long-term account plans focused on client satisfaction and loyalty

• Enhance negotiation and communication skills with major clients

• Establish an effective system to monitor and optimize key account performance

• Definition and Concept of Key Accounts

  • Difference between regular and key clients

  • Characteristics of strategic accounts

  • The role of account management in the sales cycle

• Importance of Key Accounts for the Business

  • Revenue and profit impact

  • Influence on brand reputation and positioning

  • Challenges in managing high-value clients

• Essential Skills of a Key Account Manager

  • Effective communication and trust-building

  • Understanding complex client needs

  • Managing relationships across departments

• Criteria for Key Account Classification

  • Market value and purchase history

  • Future growth potential

  • Strategic relevance and influence

• Client Analysis Techniques

  • Mapping client decision-making structures

  • Understanding client objectives and priorities

  • SWOT analysis of the account relationship

• Assessment Tools and Models

  • BCG Matrix and Growth-Share Matrix

  • RFM Model (Recency, Frequency, Monetary)

  • CRM systems for client insight and segmentation

• Planning Long-Term Client Relationships

  • Setting shared goals with the client

  • Designing tailored service and product solutions

  • Evolving from supplier to strategic partner

• Developing Account Plans

  • Creating detailed and actionable account strategies

  • Identifying cross-selling and upselling opportunities

  • Allocating resources to support account growth

• Delivering Added Value

  • Proposing unique and relevant solutions

  • Enhancing client experience

  • Differentiating through service innovation

• Advanced Negotiation Skills

  • Preparing for complex client negotiations

  • Win-win negotiation techniques

  • Handling objections and high-level demands

• Professional Client Communication

  • Matching communication style to the account profile

  • Active listening and building mutual understanding

  • Presenting impactful proposals and offers

• Managing Client Meetings

  • Structuring and leading key account meetings

  • Setting clear objectives and documenting outcomes

  • Proactive follow-up and engagement

• Measuring Key Account Performance

  • Setting and tracking key performance indicators (KPIs)

  • Using customer satisfaction as a strategic metric

  • Profitability and return on investment per account

• Ongoing Relationship Development

  • Building transparency and long-term trust

  • Enhancing loyalty through continuous value

  • Co-creating solutions and innovations with the client

• Problem Solving and Client Retention

  • Addressing complaints quickly and professionally

  • Anticipating and mitigating future issues

  • Implementing client retention strategies