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Key Account Management: Profitable Customer Relationships

Classroom based course with study materials, lecturer support and CPD Hours included

London Training For Excellence


£3,960 inc VAT
Study method
5 days · Self-paced
No formal qualification
Additional info
  • Tutor is available to students

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Building quality key account strategies is at the heart of successful business marketing programs. The role of the sales force in establishing and nurturing these relationships is vital. The sales environment is rapidly changing. Long selling cycles, complex propositions, and high value sales make new methods necessary. This course provides the latest thinking in sales and key account strategy for companies who want to differentiate their products/services through value-added elements tailored to customised solutions for key customers.


Module 1 - Changing sales environment

  • What is key account management?
  • Decline of the middle
  • Price/Quality pressures
  • Customer expectations

Module 2 - It\'s all about relationships

  • Relationship marketing and selling
  • Building value into the sale for all customer levels
  • Different tasks-different skills (partnering, negotiations, identifying account desires)
  • Creative approaches to key account management
  • The importance of getting partnering right: relationship assessment

Module 3 - Managing complex sales situations

  • Managing the long selling cycle, complex, high relationship sale-case study.
  • Customer relationship management tools: opportunity planning.
  • Technology and communication in account management.
  • Measuring customer-lifetime value.
  • Partnering with key accounts.

Module 4 - Key account planning strategies and control

  • Personal relationships and account management.
  • Company-to-company relationships in account management.
  • Case study on key account relationship marketing.

Module 5 - Developing the key account master plan

  • Increasing key account program effectiveness
  • Account selection and classification.
  • Resource allocation by type of account.
  • Auditing the key account program—audit checklist


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Study method describes the format in which the course will be delivered. At Reed Courses, courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

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