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As our world is changing and we face a new normal, having a well thought through Key Account plan and  the way we remotely manage client relationships will be critical.

This practical workshop covers the essential knowledge needed to select and focus on the right key accounts in which to invest your time and resources, given that the game is changing. 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.

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

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 precise nature of relationship desired with your key accounts, which may be changing significantly
  • The position 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
  • How to analyse the business of the key account to identify further selling opportunities
  • Ways to select true key accounts and analyse account potential
  • How to create and deliver strategically linked benefits
  • To create a deliverable internal and external strategy
  • How to build 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
23 Feb 2022 1d Virtual
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04 May 2022 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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