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Key Account Management

Who should attend:

This has been designed for sales people who are taking on responsibility for expanding business with larger accounts. This course focuses on the strategic management of accounts, together with soft skills and rapport building techniques needed to maximise business. This is aimed at business people who are looking at developing and maintaining their key accounts through partnership, whilst creating and selling value.


2 day interactive written workshop with group, individual and role play activities


This course will dramatically improve the efficiency of your Key account handlers. Managing Key accounts effectively will have a dramatic benefit in boosting sales and profits. During the programme they will learn how to rapidly improve their planning and use of time. They will also learn how to set ambitious but realistic goals and do all the key tasks to ensure they reach them every time.


  • Personal objectives
  • What is KAM
  • Influencing skills
  • Emotional intelligence
  • Styles of influence
  • Creating rapport
  • Body language
  • Genuine listening
  • Questioning techniques
  • Being assertive
  • Territory planning
  • Marketing and sales platforms
  • GAP analysis
  • Customer and product/services penetration matrix
  • Negotiating for profit and customer retention
  • Understanding the business
  • Building relationships through the organisation
  • Establishing the Major account team
  • Personal plan of action


  • Course notes
  • Group and individual Exercises
  • Style will be highly interactive
  • Personal Timetabled Action Plans

Course Type: Interactive written workshop with group, individual and role play activities
Duration: 2 Days
Trainer: Peter Cooksley
General Admission: £545 plus VAT
Early Bird: £490 plus VAT
Public Sector/Not for Profit: £495 plus VAT
Early Bird – Public Sector/Not for Profit: £445 plus VAT
Date: TBC
Location: TBC

For more information please Email CustomerTrain Limited or call Anne-Marie on 0777 389 9234.