Key Account Mastery: Relationship Building and Sales Growth

Programme Overview

Key accounts represent a significant portion of a company’s revenue, making effective account management a crucial skill for sales professionals. This course explores how to identify, nurture, and maximise high-value customer relationships. Participants will learn the art of building trust, handling objections, and delivering personalised solutions that drive long-term business success.

Course Objectives

By the end of this course, participants will:

• Understand the principles of key account management and why it matters.
• Learn relationship-building techniques that enhance client retention.
• Develop a structured approach to managing and growing key accounts.
• Gain insights into consultative selling and personalised value propositions.
• Improve their ability to handle difficult negotiations and client objections.

Course Content

• Understanding Key Account Management (KAM)
• Competencies of Key Account Managers
• Account Classification and Market Segmentation
• Understanding Customer Drivers and Creating Value
• Sales Growth Through Relationship Management
• Cross-Selling and Up-Selling Strategies
• Implementing Your Key Account Management (KAM) Strategy