Skills You Will Learn
Account PlanningStrategic CommunicationClient Relationship ManagementCross-Selling & UpsellingKey Account Management
What You Will Learn
- Manage the risk of over-dependence on a single large account
- Navigate complex organizations and build relationships at multiple levels
- Grow revenue from existing accounts without always resorting to discounts
- Understand what the client actually values and how to deliver it consistently
- Build a meaningful account plan that goes beyond listing contacts and revenue
- Define what makes an account truly 'key' — and prioritize accordingly
Course Curriculum
1. Defining and Prioritizing Your Key Accounts
- Where to invest your time and attention
- The risk of treating all large customers as key accounts
- Segmenting your account base: current value, growth potential, and strategic fit
- What is a key account and how do you identify one?
2. Building an Account Plan That Actually Works
- Setting objectives and tracking progress over time
- Identifying opportunities to grow within the account
- Understanding the account’s business: their priorities, pressures, and goals
- The components of a practical account plan
3. Relationship Management at Multiple Levels
- Managing internal relationships to deliver for the account
- Building relationships with people who are not your main contact
- Mapping the decision-making structure within a key account
- Why single-contact account management is high risk
4. Creating and Communicating Value
- Positioning yourself as a resource, not just a vendor
- Running business reviews that clients find genuinely useful
- Articulating what you bring to the relationship — tangibly
- Moving the conversation beyond price
5. Growing the Account and Managing Risk
- Succession planning — what happens when your main contact leaves
- Managing account risk: what to do when a key relationship shows stress
- Handling competitive threats to your key accounts
- Cross-selling and upselling without being pushy
About This Course
Key accounts are not just your biggest customers. They are the relationships that define your business. Managing them well requires a different set of skills from standard sales work — it requires strategic thinking, deep relationship management, and the ability to align your priorities with theirs. This course gives participants a structured framework for identifying, developing, and protecting their most important accounts, based on experience managing national and regional key accounts across multiple industries
Why Choose This Course?
Career Advancement
Prepare for leadership roles in sales and key account management.
Relationship Building
Strengthen long-term partnerships with important clients.
Business Growth
Increase customer retention and maximize account profitability.
Strategic Account Management
Develop practical skills to manage and grow key business accounts.
Frequently Asked Questions
Who should enroll in this course?
Senior sales staff and account managers responsible for managing large or strategically important clients
Does the course include practical exercises?
Yes. Participants work on account planning, stakeholder mapping, and business case studies.
Will I learn practical account management strategies?
Yes. The course focuses on real-world account planning, relationship management, and business growth techniques.
Is this course suitable for beginners?
Yes. It is suitable for sales professionals, account managers, and business development executives.
