Target Audience

Directors, Leaders, Entrepreneurs, Managers, and any specialist who is designated as a Key Account Manager.
Programme Standards

- Maximum 6 attendees
- 30 days of one to one support
- Handouts
- Programme director/s with at least a Masters Degree in the subject
- Convenient morning timings or in-house at any time for a minimum of two bookings
- Can be configured to address a number of professions and industry sectors

Price

EUR248 ex VAT per participant.
Key Account Management Workshop
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Key Account Management (KAM) is vital for sustaining long-term growth and profitability. This workshop equips managers and leaders with the skills, tools, and frameworks needed to build and manage mutually beneficial partnerships with their most significant customers. Participants will explore the principles of KAM, develop tailored account strategies, and master effective communication to foster trust and drive shared value. By focusing on the top five criteria for success—strategic alignment, customer understanding, value creation, collaboration, and measurable outcomes—this workshop will transform participants into confident, proactive account managers. Combining theory with practical applications, the workshop ensures that attendees leave with actionable strategies to manage and grow key accounts effectively.
Topics Covered
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Understanding Key Account Management
This module provides a comprehensive introduction to KAM, exploring its importance in modern business and the characteristics that distinguish key accounts from regular customers. Participants will learn how KAM contributes to sustainable growth by creating long-term value for both the organisation and its customers. The module highlights the strategic significance of key accounts, emphasising their role in revenue generation, market influence, and partnership development. Through structured discussions, participants will understand the principles of prioritisation, relationship mapping, and aligning key accounts with organisational goals. By the end, attendees will have a clear grasp of KAM’s purpose, its impact on business strategy, and the critical success factors required to manage these relationships effectively.

Building Customer-Centric Relationships 
In this module, participants will learn how to foster customer-centric relationships that drive loyalty and trust. Emphasis will be placed on understanding client needs, goals, and pain points through active listening, empathy, and insightful questioning. Participants will explore tools like customer personas and relationship maps to segment and tailor their approach to key accounts. The module also covers effective communication strategies, including conflict resolution and proactive engagement, to build rapport and demonstrate value consistently. Through structured discussions, attendees will develop the skills needed to shift from transactional interactions to collaborative partnerships that align with customer objectives. This module ensures participants are equipped to create and sustain strong, customer-focused relationships that contribute to long-term mutual success.

Strategic Planning for Key Accounts
Strategic planning is the cornerstone of effective KAM. In this module, participants will learn how to develop tailored strategies for each key account, ensuring alignment with both organisational and customer goals. The module introduces tools such as SWOT analysis, account plans, and value proposition frameworks to help participants identify growth opportunities and mitigate risks. Attendees will also learn to set clear objectives, define metrics for success, and prioritise actions that deliver measurable outcomes. Real-world scenarios will be used to practice developing account-specific strategies, empowering participants to design customised roadmaps that strengthen partnerships and maximise ROI. By the end, participants will have a toolkit for strategic account management that positions their organisation as an indispensable partner to key customers.

Creating and Demonstrating Value
This module focuses on the essential skill of creating and communicating value to key accounts. Participants will explore techniques to identify and quantify value drivers, including cost savings, operational efficiencies, and enhanced outcomes for their clients. The module introduces tools such as ROI models, value pyramids, and collaborative problem-solving frameworks to develop and present compelling value propositions. Participants will also learn how to position their organisation as a trusted advisor by offering tailored solutions and insights that address customer challenges. Structured discussion will ensure attendees gain practical experience in delivering value-driven pitches. By the end of the module, participants will be confident in their ability to demonstrate value and solidify their organisation’s role as a strategic partner.

Measuring Success and Driving Growth
In this module, participants will learn to measure and optimise the performance of their key account strategies. Topics include setting clear KPIs, monitoring progress, and using analytics to gain insights into account health and opportunities. Participants will explore performance dashboards, customer feedback loops, and financial metrics to ensure consistent alignment with customer expectations and organisational objectives. The module also highlights the importance of continuous improvement, providing frameworks for reviewing and adjusting strategies to adapt to changing customer needs and market conditions. Attendees will engage in interactive discussions to develop actionable improvement plans and growth strategies for their key accounts. By the end of this module, participants will have the skills to assess success, make data-driven decisions, and foster ongoing growth in their key account partnerships.