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Designing your Key Account Management Plan

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Increase returns through effective management of key customers.

Key Account Management (KAM) is a hugely important development in business-to-business selling and relationship management. However, it does require re-thinking your approach to sales due to the evolving nature and challenges in today's sales environments and competitive markets.  

This online programme demonstrates how the practice of sales is changing in business-to-business markets. In this new world, salespeople have to become more strategic in their approach, more focused on helping customers improve their own performance, and better at building and sustaining strong, trust-based relationships with buying companies. 

This programme is run by Professor Deva Rangarajan, a world-leading authority on Sales and Marketing from Ball State University in the USA. This online programme will cover the latest, most effective sales planning tools and techniques needed to manage these critical relationships more effectively and also examines global best practices on how to successfully and profitably penetrate, co-create and extend your business with key customers to maintain profitable growth.

Five challenges facing sales today:
  1. Experienced salespeople can expect to spend 7.5 hours of cold calling to get one qualified appointment;
  2. 69% of sales executives believe that the buyer process is changing faster than organisations are responding;
  3. Salespeople are dealing with increasingly empowered and risk-averse customers;
  4. The average sales cycle times are getting longer; and
  5. Salespeople are struggling to move from a product-centric sales approach to a customer-centric solution focus.
Delegates who attend all 4 x 0.5 days of the programme will receive 12 CPD points at the Marketing Practitioner [MPSA] level, claimable under "Marketing".
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Application Dates

Applications Open 

19 October 2021

Applications Close

11 May 2022

Admission is based on professional requirements to attain new or enhance your skills.

Minimum Requirements
  • You are actively employed as an account manager in business-to-business or business-to-consumer environments; and 
  • You are a sales manager who has to manage key accounts and other key account managers.

No formal education qualifications are required.


Total Tuition Fee 

R16 900

GIBS does not charge VAT on tuition fees and all prices are subject to change.

Please click here for a quote/proforma invoice.

Special Requirements

Special Needs: If you have a special need or disability, GIBS will look into accommodating this. However, it is a requirement that the student will need to provide medical certificates and supporting documentation as requested by the GIBS Admissions Office. We recommend you contact before you complete your application. Religious Observance: Observant students must contact the GIBS Admissions Office before you start your application to ascertain if or how your specific needs may be accommodated. 

Admission Process
Step 1

Complete your online application form. Please refer to the top right corner of the webpage to apply.

Step 2

Submit your online application.

Step 3

Application is processed and you will receive a reference number after your application is successfully received.

Step 4

Successful applicants will receive a letter of acceptance.

Step 5

The invoice will be issued and payment is to be made.

Please ensure the billing details are correct when completing the application form as any request to make amendments will delay your application. Ensure you have the VAT number should your company be funding the tuition fees.


More Information

Who should attend?

If you fulfil any of the following three roles, this online programme is relevant to you:

  • You are actively employed as an account manager in business-to-business or business-to-consumer environments; 

  • You would like to grow towards the role of key account manager; and

  • You are a sales manager who has to manage key accounts and other key account managers.

How you will benefit:

At the end of the online programme, you will be able to:

  • Understand the current trends in procurement and sales;

  • Develop winning, customer centric value propositions;

  • Have a clear view on your customer portfolio and business;

  • Identify criteria to select key accounts;

  • Implement co-creation initiatives with your key accounts; and

  • Learn how to influence your internal stakeholders to assist your key accounts.

Key focus areas:

A mixture of case studies, role plays and practical exercises will be used to ensure that you are able to fully understand the content, and apply your learnings back in the workplace.

Focus Areas:

  • The sales management framework;
  • Key account portfolio analysis;
  • Understanding customer journeys; and 
  • Building winning value propositions.
  • Customer co-creation of value; and
  • Building a key account plan. ​
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