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Inhouse Training

Key Account Management

Turn Key Accounts into Strategic Growth Engines

About the Programme

Key accounts are your most valuable clients—and yet, many companies manage them with a reactive or inconsistent approach, leaving revenue on the table and risking long-term loyalty. This high-impact inhouse course empowers your account managers to plan proactively, build strategic relationships, and unlock long-term value from your most critical customers.

Participants will apply the tools and models learned to their own client accounts during the workshop, ensuring real-time relevance and immediate ROI.

• Key account managers
• Senior sales professionals managing complex or high-value clients
• Business development executives
• Sales leaders responsible for account planning
• Client service managers or commercial relationship owners

This course blends strategy with practicality—equipping participants to approach key accounts as long-term business partners, not just transactions. The workshop includes:

    • Defining what makes a “Key Account”
    • Understanding the dynamics of strategic client relationships
    • Developing account-specific value propositions
    • Analysing buying influences and political landscapes
    • Crafting a 360° Key Account Plan
    • Stakeholder mapping and engagement planning
    • Risk management and retention strategies
    • Upselling, cross-selling, and opportunity identification
    • Building trust, credibility, and value over time
    • Setting account objectives, metrics, and reviews
    • Using real clients as live case studies

• A full set of tools and templates for strategic account planning
• Real-time work on your own key client accounts
• A detailed workbook and practical models for use post-training
• A personalised certificate of completion
• Strategic thinking skills to improve retention, upsell potential, and relationship strength
• Greater confidence in managing complex account dynamics

• Workshop-based with personalised account strategy sessions
• Practical tools and live application on current clients
• Interactive group learning and peer feedback
• Facilitator-led coaching with strategic account development guidance
• Real-world challenges and roleplays around client engagement, presentations, and conflict management

We make it real. We make it stick.

• 1 Full Day Inhouse Workshop
• Optional: Follow-up coaching or facilitated account reviews (30-90 days post-training)

Your key accounts are your competitors’ top targets. The difference between retention and attrition is strategy.

Happy sales training delegates

Give your team the structure, insight, and tools they need to deepen loyalty and drive sustained growth.

🔎 Don’t Just Take Our Word For It

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