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.
Who Should Attend
• 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
Programme Overview
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
What You Will Get
• 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
How We Train
• 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.
Duration
• 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.
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
Testimonials
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❝I enjoyed the course, very relevant information was covered that was beneficial to me. Relates not only to my work environment but in all areas of Life.❞
Nonthando HBZ BankMore... -
❝Sales teams and managers from across the country attended sales training provided by The Peer Group. The training was focused on the necessity of drive and attitude (you in the sale) and sales skills (the sale in you) to be successful salespeople. Everyone enjoyed the training and commented on how beneficial it was. Now the challenge is to retain and measure the results, which we’ll do using the Peer Training System.❞
Gari Dombo Managing Director, Alexander ForbesMore... -
❝This course was very good for everyone, not just the receptionist. From what I learned today, if my office would have this training, this would make life easy for everyone.❞
Nomuhle Wayne PlasticsMore... -
❝A huge thank you to the Peer Training Group for bringing a new aspect of professionalism and confidence to our frontline staff. Our staff gained massively from understanding and learning how to approach customers and now have the confidence to apply the tools they were taught during the training day. We will no doubt see and reap the benefits thanks to our new skills on how to give all our customers the most memorable experience.❞
Ines Kruger NetcareMore... -
❝We just want to take the opportunity to thank you for the training that you have given us yesterday. It was a privilege to get to know the Peer Training Group and it is an honour to learn so many skills and techniques from you.❞
Sonja van Eeden Hilton HotelMore... -
❝We have implemented various methodologies to empower our staff at all levels and found the results disappointing and short-lived. We have been using the democratic approach of Peer 2 Peer Sales Training for the last 18 months and to date the results have exceeded our expectations. We are on the path to developing a true Learning Culture within our companies.❞
Pierre Jordaan Unit Manager, Liberty LifeMore... -
❝Great information. A lot of knowledge to implement. Go out there and shine. Very challenging for any role. I would recommend Peer Training Group to everyone I know.❞
Phindy & Victoria Kyalami EstatesMore... -
❝A huge thank you to The Peer Group for bringing a new aspect of professionalism and confidence to our sales executives. The Peer Training methodology will be used for the next 18 months to consolidate the training. All new staff will be inducted using Peer Training as the catalyst.❞
Katherine Lockheart National Buyer, Big BlueMore... -
❝The greatest benefit of Peer Training is we will use it as a springboard to alter the way KVM is managed. We have been too compliant, and our customers have suffered. There is a new wind that will deliver to our customers exactly what they pay for. Thank you for your delivery here, Clive and Peer Training Group.
❞David Percival Managing Director, KVMMore... -
❝Thank you so much, they have all come back so motivated, and full of ideas and the course went well beyond just answering the phone professionally. Looks like it was the best money I have spent in a while. I would certainly recommend the course to other companies.❞
Miranda Isaakidis Indulgence Spa ProductsMore... -
❝The amazing hands-on approach, a smiling friendly, and very patient method of teaching that you are practicing shows. The warmth and efficiency as well as the hospitality shown by your staff deserves a special mention too as it would be an injustice not to do so.❞
Audrey Disang PA to CEO, Capital BankMore... -
❝The course was amazing, the best training I’ve had in my life.❞
Penny Peter Department of Economic Development and TourismRead more

























