This workshop covers the essential knowledge needed to select the right key accounts in which to invest your resources. It identifies the optimal strategies through which key business can be won, protected and grown, and enables development of a strategic plan of action for implementation by all who interface with the key account.

Who should attend?

New and experienced key or major account managers who want to evolve a proactive structured approach to maximising business from their major customers will benefit from this workshop, as will sales managers and directors who wish to evolve their team’s approach for effective key account development.

Learning outcomes

  • Describe the precise nature of relationship desired with your key accounts.
  • Define the position which will differentiate your proposition from your competition and protect long-term business.
  • Choose and develop the strategy relevant to achieving the desired relationship.
  • Analyse the business of the key account to identify further selling opportunities.
  • Select true key accounts and analyse real account potential.
  • Create strategically linked benefits.
  • Create a deliverable internal and external strategy.
  • Build the KAM delivery team.
  • Provide value based solutions.
  • Develop a plan with defined actions and responsibilities.

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.


Non-Residential: £595
Member Non-Residential: £536
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
15 Oct 2018 15 Oct 2018 London

Course Director

Charles Barnascone

Charles Barnascone is a highly experienced Trainer, Sales Coach and Business Development Consultant.  He has worked with a large number of diverse companies delivering training solutions in an innovative way and providing business development support.  His skills were honed over a 15 year corporate career in sales and sales management.  His energy, focus and planning skills have been utilised effectively within training, sales and business management roles.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.