Designing your Key Account Management Plan

Programme Information
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​​​​​Key account management (KAM) is a hugely important development in business-to-business selling and relationship management. However, it does involve re-thinking our approach to sales.

80% of most organisation's revenues come from just 20% of their customers. Every important client deserves an individual, tailored approach that creates a long term, mutually beneficial business relationship. This two-day programme examines global best practice on how to successfully and profitably penetrate, co-create and extend your business with key customers to maintain profitable growth. This 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. ​


Please click here to download our EXECUTIVE EDUCATION Calendar​​​

Who should attend?

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

  • You are actively employed as an Account Manager in B2B or B2C.

  • You would like to grow towards the role of Key Account Manager

  • You are a Sales Manager who has to manage key accounts and / or other key account managers​


How you will benefit

At the end of the 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.

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


Additional information
  • 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. 

  • Key Focus Areas:

         Day 1:

    ·       Sales Management Framework

    ·       Key Account Portfolio Analysis

    ·       Understanding Customer Journeys

    ·       Building winning value propositions

         Day 2:

    ·       Customer Co-Creation of Value

    ·       Building a Key Account Plan​

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