A small number of strategic customers often generate a large share of an organisation's revenue and profit. Key account management provides a structured approach to growing and protecting these relationships. This course covers key account selection, customer analysis, relationship mapping, value proposition development, account planning, negotiation and cross-functional coordination. Participants build a practical key account plan for one of their own customers and practise the conversations that create long-term partnerships.
Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.
Treating important customers like ordinary accounts leads to lost opportunities and vulnerability to competitors. This course gives you the tools to understand your key customers' businesses, create mutual value and manage complex relationships across multiple decision-makers.
The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.
The course uses account analysis tools, relationship mapping workshops, negotiation role plays, case studies and development of a complete key account plan.
By the end of this course, participants will be able to:
This course is suitable for:
Participants will develop competencies in:
A focused, practical outline with time to explore, apply and reflect.
The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.
Confirmed dates accept registration requests. Tentative dates are enquiry only.
Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.
Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.
Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.
Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.
