Mastering Key Account Management

Course Info

Length: 1 Week

Type: Online

Available Dates


  • July-29-2024


  • Aug-05-2024


  • Sep-30-2024


  • Oct-07-2024


  • Nov-04-2024


  • Dec-30-2024


Course Details

Course Outline

5 days course

Key Account (KA) Management (KAM)
  • Definition of Key Account Management.
  • Setting the Rules for Qualifying Key Accounts.
  • CRM: The Key for Managing Customer Profitability.
  • Linking CRM to KA Management and Customer Lifetime Value.


The Critical Role of Key Account Managers


  • Comprehending the Role and Responsibilities of Key Account Managers.
  • Harnessing Daily To-Do-Lists to Optimize Sales Productivity.
  • Identifying and Working with Different Personality Styles.
  • Presentation Skills for Key Account Managers.
Account Analysis: A Necessary Step Towards Defining and Selecting KA



  • The Single-Factor Models.
  • The Portfolio Models.
  • The Decision Models.
  • Cost per Call and Break-Even Sales Volume Computation.
  • Selection Criteria and Measuring Attractiveness.
  • Use of Resources versus Cost to Serve.
Key Account Relational Development Model
  • Partnership Defined.
  • The Partnership Skill Set.
  • Pre-Relationship Stage.
  • Early Relationship Stage.
  • Mid Relationship Stage.
  • Partnership Relationship Stage.
  • Synergetic Relationship Stage.
  • Reasons for Divesting Partnerships.
  • The KA Quiz.
The Key Account Planning Process (KAP)


  • Account Planning Process Criteria.
  • Analysing the Customer, Past Business and Competition.
  • The Competitive Analysis Matrix.
  • The Customer Expectation Benchmark Matrix.
  • Developing Account Strategies.
  • Use of SWOT and TOWS Analyses.
  • Strategy Development Tools.
  • Template for Key Account Management Planning.
KAM Strategies, Mapping and Value Propositions
  • Developing KAM strategies 
  • Relationship Mapping
  • Breakthrough value propositions


KAM Teams, The Customer’s View and Negotiation 
  • KAM Plan Surgery and feedbacks
  • The Key Account Manager and Effective KAM teams 
  • Effective KAM Teams exercise
  • The Buyer’s Perspective
  • Negotiating with Key Accounts

Course Video