Key Account Management

In today’s competitive business landscape it’s essential to be able to start, develop and maintain strong relationships with your most important customers and prospects.

Key accounts can be responsible for a significant portion of your sales and therefore critical to your long-term success.

To put it simply: Key Account Management is a strategic approach to managing and nurturing relationships with your key customers and prospects.

It involves getting to know these accounts intimately, developing a customised approach to meeting their needs, and building strong personal relationships with key decision makers.

At the end of the programme, every participant will have: 

  • A clear understanding of the key principles involved in managing accounts with a view to generating sales opportunities  
  • A clear analysis of a key account, in the form of a one page strategy overview, together with a list of specific live deal opportunities, and the next steps in pursuing them
  • Focus on allowing the whole sales team to use the same account management strategies which allows account information to be shared easily



Having the right mindset is a prerequisite for every successful sales person.  Highlighting specific areas to focus on encourages them to improve; every topic from this list has scope for improvements.

  • Focused
  • Calm & Collected
  • Positive
  • Dependable
  • Target-driven
  • Mature
  • Observant
  • Relaxed
  • Confident


Skillset is limited only by the desire to learn. Delegates benefit from guidance and direct coaching in several areas of this non-exhaustive list which encourages small adjustments to behaviour and outlook.

  • Questioning & Listening
  • Objection handling
  • Telephone skills
  • Rapport
  • Body language & Personality types
  • Focus on benefits
  • ‘Buyer’s Journey’
  • Knowing when to close
  • Empathy & tact


Understanding that the buyer’s DNA follows a certain process is vital in today’s battle for attention.  Deviation from structure by ‘pushing’ at inappropriate times rarely wins complex sales.

  • Call planning
  • Preparation
  • Objectives
  • Rapport
  • Question time
  • Listening time
  • Selling benefits
  • Solutions when appropriate
  • Gaining commitment