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Managing Key Accounts For Profit

A hands-on one-day course with free e-learning revision after your training and pre-course online skills testing. Free bespoke course design is also available for private classes if the content needs to be adjusted.


Anyone who is involved with creating, managing and developing relationships with customers, and who wants to develop a solid understanding of the reasons for, and the skills involved in, maximising the commercial benefit of these relationships.

Learning Objectives

By the end of this workshop, delegates will be able to:

  • Recognise the importance of identifying new key account customers and understand how to find them
  • Build profitable relationships with new and existing contacts that last
  • Write engaging, persuasive, clear and concise sales proposals
  • Manage the expectations of key account customers and deliver on those expectations
  • Develop a sales strategy to get the most out of their contacts
  • Confidently negotiate in difficult situations to ensure a win – win result

With all the money and effort that goes into attracting new customers it makes sense to look after the ones we have. This one day course is designed to assist any sales account manager in building stronger long term relationships with their customers and realising the full potential of that partnership. There are common mistakes that account managers new to the role (and many experienced ones) make which can stifle future growth. We will cover these and how to avoid them whilst guiding you towards profitable best practice by ensuring you have the fullest possible understanding of your customers’ requirements.

Course Content

MODULE 1: Introduction and Course Overview

MODULE 2: Identifying Key Accounts

Learning outcomes: Know how to define what is and what isn't a key account by examining criteria that sets customers, prospects and accounts apart.  

Topics covered:

•What is a Key Account?

•Assessing the Value of a Key Account

•Your Key Account Hit List

•Who Should We Spend Our Time With?  

MODULE 3: Building Profitable Relationships

Learning outcomes: Identify the Influencers and Decision Makers, and know how to prospect and influence the best outcome.  

Topics covered:

•Identifying Key Individuals


•Influencers and Decision Makers

•Talking to the Right Key Individuals

•Making that Good First Impression

•How to Win Friends and Influence People

•Dale Carnegies Six Principles of Relationship

•Whats In It For Me? (WIIFM)

•Honesty and Integrity  

MODULE 4: Writing Effective Proposals

Learning outcomes: Use basic key prompts and templates to help you define clearly and accurately "what's in it for them" in your proposals.  

Topics covered: 

•How to Construct a Proposal

•Important Factors to Consider

•Putting it all Together  

MODULE 5: Managing Customer Expectations

Learning outcomes: Understand what your customers want, and set realistic expectations so they can be managed in a professional way.  

Topics covered:

•What Do Customers Want?

•Setting Clear Expectations

•Dealing with Unreasonable or Unrealistic Expectations  

MODULE 6: Planning Customer Contact

Learning outcomes: Understand the clear expectations that customers have, and know how to set and manage those expectations.  

Topics covered:

•The Benefits of Planning Contact with Our Customers

•Tips for Planning Contact with Customers  

MODULE 7: Developing Your Key Account Strategy

Learning outcomes: Know how to best describe your customers and set plans that formulate a strategy which targets long term loyalty and stronger relationships.  

Topics covered:

•Putting Your Strategy Together

•Types of Key Accounts

•Setting Objectives

•Action Points: Steps to Success  

MODULE 8: Negotiation Tactics

Learning outcomes: Know and use the concepts of positional bargaining, the strengths of what you offer, what's in it for them, and see how to develop your plans.  

Topics covered:

•Problems with Positional Bargaining

•Open up the Negotiation

•11 Points for Better Negotiation

•You Have Alternatives

•Reverse Psychology in Negotiation  

MODULE 9: Meetings and Your Time

Learning outcomes: Create meaningful and profitable objectives for business meetings, which can be one of the greatest opportunities for increasing sales.  

Topics covered: 

•Getting a Face to Face Visit

•Bad Practice with Customer Visits

•Justifying the Meeting

•Objectives for the Meeting  

MODULE 10: Successful Customer Meetings

Learning outcomes: What to do before, during and after the meeting to maximise the benefits and get results.  

Topics covered: 

•What to Do Before the Meeting

•What to Do During the Meeting

•What to Do After the Meeting  

MODULE 11: Your Personal Action Plan

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