Having a well thought through Key Account plan and managing your key account client relationships is even more critical than it was before, particularly when key accounts can contribute so significantly to our sales and profits.

This practical workshop covers the essential knowledge needed to select and focus on the right key accounts to invest your time and resources. During this workshop we identify the optimal strategies through which key business can be won, protected and grown, and enables development of a plan of action for implementation by all who interface with the key account.

Participants will have the opportunity to consider one or more of their key accounts as an example to identify strategies to achieve their account objectives and have started a key account plan to take away with them and implement.

Who should attend?

The course is designed for new and experienced key or major account managers who want to evolve a proactive and revised structured approach to maximising business from their major customers and key accounts.

Learning outcomes

  • The nature of your relationship with your key accounts, and how it can be developed to achieve your objectives
  • The approach which will differentiate your proposition from your competition and protect long-term business
  • How to choose and develop the strategy relevant to achieving the desired relationship and objectives
  • How to analyse the business of the key account to identify further selling opportunities
  • Ways to select the right key accounts for you and analyse account potential
  • How to create and deliver strategically linked benefits
  • To create a deliverable internal and external account plan
  • How to build and develop the Key Account Management (KAM) delivery team
  • How to construct value-based solutions
  • What to include in a plan with defined actions and responsibilities

Course Dates

Start Date Duration Location
07 Sep 2022 1d Virtual
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15 Nov 2022 1d Virtual
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18 Jan 2023 1d Virtual
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Course Director

Charles Barnascone

Charles is a highly experienced Trainer, Sales Coach and Business Development Consultant. He has been a Course Director with the CIM for 17 years has worked with a large number of diverse companies delivering sales and sales management training solutions in an innovative way. Charles delivers public training courses and provides in-company business development support to help account managers put his training into practice. His skills have been honed over a 30-year career in sales, sales management and training. His energy focus and planning skills have been utilised effectively within training, sales and business management roles to consistently improve business results.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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