Key Account Management


This highly engaging and practical LAKESHORE ISL Key Account Management training course will prepare all delegates to manage key accounts effectively. Business is evolving rapidly, buyers are getting more sophisticated and technology is being deployed more than ever, creating additional buying channels and great opportunities for the modern Key Account Manager who wishes to maximise revenues and profits. Developments in technology, shifting markets and increasing pressure on costs are changing the way Organizations buy.

This all-new LAKESHORE ISL training course will explore best practices and help delegates highlight where their skills and practices must be developed. In this LAKESHORE ISL Key Account Management: Best Practices training course you will develop essential key account management skills, learning how to effectively manage your most valuable existing accounts, leading to improved customer satisfaction and increased customer loyalty.

This LAKESHORE ISL training seminar will highlight:

  • Developing and delivering an effective key account plan
  • Blocking the competition to secure the account
  • Consultative selling and establishing trusted advisor status, maintaining a perception of real strategic value
  • Understanding your key accounts, their business strategies, people and buying methods
  • Utilising all the required organizational resources to support the key account


By the end of this LAKESHORE ISL training course, you will be able to:

  • Implement the total process of key account management
  • Focus resources, time and attention effectively in the development of key accounts
  • Demonstrate ability and confidence in managing key accounts
  • Communicate more effectively with key customers
  • Develop long-term mutually beneficial relationships

Training Methodology

The subjects and topics are transferred by means of short focused presentations, which are followed by experiential learning sessions. In these sessions, the knowledge gained is applied to real-world examples and case studies. Rapid learning of the methods and techniques is achieved by means of group work, individual work, participant discussion, facilitator interaction and constructive feedback.

Organizational Impact

With delegates attending this LAKESHORE ISL training course, the organisation will benefit by:

  • More effective key account managers
  • An improved corporate wide understanding of customers and better long-term relationships
  • Improved strategic partner status
  • Increased forecast accuracy and certainty of outcomes
  • Ability to anticipate and counter the efforts of competitors

Personal Impact

As a delegate attending this LAKESHORE ISL training course, you will:

  • Understand the scope and competencies of the key account management role
  • Be able to develop a key account plan
  • Recognise the stages of a key account relationship
  • Identify and develop potential in your key accounts
  • Build and develop internal teams to help service key accounts
  • Utilise internal resources in a virtual team environment

Who Should Attend?

This essential LAKESHORE ISL Key Account Management training course is recommended for all those responsible for managing face-to-face relationships with customers that have a significant impact on achieving the organization’s business objectives. Even a small improvement in performance will justify attending the training many times over.

This LAKESHORE ISL training course is suitable to a wide range of professionals but will greatly benefit:

  • Key account managers, global account managers, strategic account managers, and major account managers
  • All those on the key account support team
  • Senior sales staff and account managers with an interest in Key Account Management
  • Sales managers and directors intending to implement a key account management strategy within their organisation
  • Others who regularly participate in key accounts including line managers, bid team members, marketing and technical staff

Seminar Outline


Introduction to Key Account Management

  • Definition of the Roles and Responsibilities of Key Account Managers
  • Competency Requirements for Key Account Managers and Taking Stock
  • Comparing Selling and Key Account Management
  • Key Account Management requires Organizational change, It is not just a sales technique
  • Workshop: What defines a Key Account?
  • Penetrating, Expanding, and Protecting Key Accounts
  • Working with Marketing, Channel Management, Operations, Logistics, etc.,


Understanding Your Customers

  • Understanding Buyer Motivation and How You Can Influence It
  • Assessing Client Organizational Culture and It’s Fit with Your Organisation
  • Understanding Your Client’s Key Business Objectives, and Aligning
  • The Use of A Client SWOT Analysis
  • Developing a Competitor Matrix
  • Who’s Who – Determining Buying Roles and Networking
  • How Buying has Changed and Adapting Accordingly
  • Understanding and Reducing the Customer’s Perception of Risk


Best Practices and the Key Account Manager

  • Motivational Theory and Maintaining Great Client Relationships
  • Consultative Selling and Adding Real value to the Client
  • Developing the Client’s Staff as Your Internal Salespeople
  • Managing Complex Accounts with Multiple Decision-makers
  • How to Build and Lead Virtual and Real Teams to Success
  • Setting the Right Metrics – Not Just Sales Volume
  • Maintain Team Focus Ensuring Account Objectives and Key Tasks are Achieved
  • Utilising Modern Technology and e-Business


Developing a Strategic Key Account Plan

  • Designing a Modern Day Account Development Strategy
  • Joint Innovation and Building Value, to also Develop Collaborative Business-to-Business Relationships
  • Creating Customer Dependency
  • Create and Managing a Contact Matrix
  • Getting High-level Buy-in and Support
  • Ensuring All Team Members are Aware of their Roles and Responsibilities
  • Stopping Your Competitors Dead in their Tracks
  • Long Term Focus on Increasing Quality, Revenues and Reducing Costs


Consolidation and Development

  • Investment is Required to Yield Maximum Returns
  • Activity: Opportunities to Use Technology and e-Business
  • Appointing High Level Key Account Management Champions in Your Organisation
  • Win win Negotiation – The Only Way
  • Activity: Building and Leading a Virtual Team
  • Personal Development Plans