Key Account Management

  • Overview
  • Day 1
  • Day 2
Key Account Management

Training Workshop – Module Overview

Innesskirk’s  “Key Account Management” is an intensive program building on the fundamentals presented during Sales Fundamentals”. Organizations in today’s global business environment require astute account managers who understand that ‘client relationships’ are critical to sustaining profitable growth and corporate success. Networking within an account and becoming skilled at gaining support from multiple influencers in the decision making process will be key to evolving accounts from a customer-supplier relationship into a more preferred sales and/or partnership win-win dynamic.

Superior negotiation skills and heightened appreciation for the decision making process, will allow the delegates to maximize account growth opportunities while thwarting off any competitive threats.

Tutorial sessions, case studies, practical exercises, presentations and syndicate work make this a proactive, hands-on course.

Workshop Objectives - Delegates Will Be Able To…

  • Develop techniques and strategies that facilitate the building of long-term business relationships
  • Understand decision making dynamics in today’s economy
  • Effectively demonstrate the use of influencing skills to persuade and motivate all the buyers within an account
  • Develop strong personal links with key decision makers thus turning relationships into sustainable partnerships
  • Recognize and skillfully manage competitive threats
  • Respect account stakeholders and reassure them through the delivery of ‘value-added’ servicing and support

Post Workshop - iIMPACT™ Program

iIMPACT™ Project – Delegates identify a work-related project during the last hour of the training that will be used as a measurable indicator of successful application and implementation of the training content.

iIMPACT™ Coaching – The delegates participate in custom-designed coaching sessions to facilitate the completion of their iIMPACT™ Project.   Delegates document the project’s life cycle and all related issues in the provided coaching booklet.

Course Outline : 

Workshop Agenda – Day One


Introduction And Course Objectives
Agenda begins with the introduction of course, material, methodology and pedagogy. Instructor coordinates introduction of delegates through icebreaker activity.

Managing the Account
Here, we define what constitutes an account, prioritize which clients are true ‘key accounts’, make the distinction between selling and account management, as well as examine the roles and responsibilities of the performing account manager.

Understanding Relationships
Delegates spend concentrated time on the basic understanding of the different styles of communication. Client behaviours are a function of individual preferences and enhancing one’s expertise in this area will positively affect their ability to influence key decision makers within an account.


What Do You Bring to the Table?
Assessing your company’s strengths, weaknesses and competitive advantages using a simple S.W.O.T. analysis allows delegates to prepare their unique selling proposition. Thorough research of each client profile helps to prioritize accounts according to investment / return ratios.

Mining the Account Network
This segment concentrates on exploring how to become skilled at strategically managing your identified key accounts, gaining supporters, influencing decision makers and finally evolving the customer-supplier relationship into a more win-win profitable partnership.

Improve Your Account Management Effectiveness
Studying the differences between selling and account management and understanding that one is a front-ended transactional sale versus more a long-term developmental piece of business. Here the nature of business relationships is exposed allowing delegates to focus on efficiently growing profits.

Review the main points of interest of the day, identify possible work-projects, preview day two.


Workshop Agenda – Day Two


Key Success Factors – 6 Vital Sales Functions
This extensive examination of the key factors that drive superior performance and results exposes the importance of preparation, research and effective questioning skills in the sales process. Explored are such factors as networking with key people and influencers, discovering real client concerns, as well as identifying the possible disadvantages or weaknesses of our own products and services.

Planning a Key Account
This portion of the workshop covers critical elements such as evaluating the potential of each account, learning how to develop the account long-term, recognizing threats and dealing with them, as well as setting SMART goals. Delegates actively prepare existing key accounts in view of presenting during afternoon role-plays.


Becoming ‘Top of Mind’
A partnership exists when your client thinks of you first whenever faced with a question, problem or concern. Delegates are quizzed on the merits of strengthening the relationship through regular contact and creating alliances with the different influencers within the same organization to maintain preferred supplier status.

Role-plays (Team)
Delegates are required to use their team-prepared key account plans to negotiate and achieve the best possible outcomes. Outcomes review is analyzed by the group.

Identification Of iIMPACT™ Project
Delegates are assigned to groups and asked to identify a project which will require the use of the new knowledge and information received during the workshop. This will allow the delegates to transfer the new knowledge into skills and effective work habits.

Review the main points of interest for the course, deliver course administration like evaluation, action plan, certificates.

2 Days

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