Keep the accounts your business can't afford to lose.
Up to 80% of next year’s revenue sits inside this year’s customers, and those accounts are your competitor’s biggest targets. We build key account management into a repeatable standard across your sales team, on your real accounts.
★★★★★
5.0 on Google
Delivered in person anywhere in the world, or live online
Right now, a competitor is working on your best account. Lock your customers in and lock the competition out.
Outcomes, not theory.
Every module ends with work on your team’s real accounts. People leave with a plan they can use on Monday, not a folder they file away, and you get a consistent standard across the team.
Segment your accounts
Focus time and effort where the revenue and growth actually sit.
Map the buying group
Reach the economic buyer, not just the contact you already know.
Build a real account plan
A tailored, evidence-based plan for each key client.
Grow account value
Cross-sell and upsell you can evidence, not guess at.
Protect your margin
Negotiate agreements that hold without giving away price.
Become the first call
Position the team as trusted advisors, not just another supplier.
Key account management training, built for experienced teams.
Bought by HR, L&D and sales leadership as a programme for the team. Here is who it suits, and who it does not.
Designed for
- B2B teams with 3+ years' experience who need to retain and grow key accounts
- Relationship and account managers growing share of customer spend
- Technical account managers moving into a sales-focused role
- Account directors who need to reach and hold the C-suite
Not designed for
- Teams new to B2B selling with under three years' experience
- Transactional, one-call-close sales models
- Organisations wanting a one-off motivational session
- Teams unwilling to work on their own live accounts
Eight modules across two days.
Keep your existing KAM process if you have one. This overlays on top of tools like Blue Sheets and Green Sheets and drives adoption. New to KAM? You leave with a process to run.
Unlocking key accounts
Identify, prioritise and map the revenue and growth sitting inside your biggest accounts.
Understanding the buying group
Decision processes, internal politics and the stakeholders who really decide.
Building trusted relationships
The questioning and listening skills that make you the account's first call.
Building the account plan
A customised, data-driven plan for the specific needs of each key account.
Negotiation & deal structuring
Handle complex conversations and reach agreements that protect margin and the relationship.
Executing the strategy
Turn the plan into action, measure progress and clear internal roadblocks.
Maintaining & growing accounts
Anticipate emerging needs, defend against competitors and keep proving your value.
The future of KAM
Shifting buyer behaviour and technology, and how to stay ahead of both.
Learning by doing, not by slides.
Delivered in person at your location, anywhere in the world, or live online. Every programme is private to your team; we no longer run public open courses.
Option 1 Two-day workshop
Delivered in person at your location, anywhere in the world, as a two-day workshop for your team.
Option 2 Eight online sessions
Eight 90-minute online workshops, each with a dedicated coach on call by phone, email and chat.
- Work-based learning. Your team practises on their own accounts between sessions: segmenting, spotting cross-sell, mapping decision-makers and the value chain.
- 90-minute modules. Each module is capped at 90 minutes so people absorb and apply, rather than sit through a lecture.
- 60 minutes of pre-work. Included in every programme, so the team arrives ready and engaged.
- Post-programme coaching. Ongoing access to our coaching platform in MS Teams, with guides, templates and a coach to ask.
Recommended by experienced sellers.
★★★★★
A programme built around your team.
Programmes are delivered privately for your team and priced on team size, how much we tailor the content, and delivery mode. Book a consultation and we will scope it and send a proposal. No obligation.
Every programme includes
- A needs analysis with your leaders before we design
- Content tailored to your market and priorities
- Live online or in-person delivery
- Choice of delivery language
- 60 minutes of pre-work per participant
- Post-programme coaching platform access
Common questions.
What experience does the course need?
It’s designed for experienced sales professionals. Attendees may not currently handle key accounts, but they will have at least three years in a B2B sales environment.
Does it work with other selling systems?
Yes. If your people are already trained, this works alongside the major systems, including Miller Heiman, Richardson, SPIN and Solution Selling. It overlays on top rather than replacing what works.
Will it cover the topics that matter to us?
Yes. Every course starts with a needs analysis where you specify the areas that matter most to your team, and we tailor the content to them.
Which industries does it cover?
The course is specific to B2B selling rather than any one vertical. We have deep experience across IT, Pharma, Technology, SaaS, Professional Services, Construction, Engineering, Banking and Financial Services.
What is key account management?
Key account management is a structured approach to identifying, retaining and growing an organisation’s most valuable customers. Rather than treating every account the same, it concentrates disciplined attention on the handful of relationships that carry a disproportionate share of revenue and future potential. Each key account is run to a plan: the goals are agreed, the buying group is mapped, the risks are understood, and there is a clear route to growing the account rather than simply defending it.
It is different from new-business selling and from reactive account handling. Winning an account is a one-off event. Keeping and growing it is a continuous discipline, and that discipline is what this course builds.
Why key account management matters
In most B2B businesses a small number of accounts generate a large share of revenue and almost all of the profit. When one of those accounts is held together by a single relationship, or handled reactively between quarters, it is exposed: to a competitor who plans harder, to a change of contact, or to slow margin erosion through repeated discounting.
Growth is also easier to find inside accounts you already serve than in accounts you have never sold to. A team that can map the wider organisation, build several relationships and articulate value at the right level will expand an account rather than protect a static number. Key account management is how that becomes repeatable rather than dependent on one individual.
What does this key account management course cover?
The programme runs across eight connected modules. It begins with segmenting and tiering your accounts, so effort follows value rather than habit, and with mapping the buying group, because complex accounts are won and kept across many stakeholders, not one. It then builds the skills to establish trusted relationships beyond your usual contact, and to write a real account plan covering objectives, whitespace, risks and next steps.
From there it covers negotiation and deal structuring that protects margin, executing the plan so it does not sit in a drawer, and maintaining and growing accounts over time. It closes on where key account management is heading, so your team plans for how buyers will buy next, not only how they buy today. Every concept is applied to your own live accounts in the room.
Who should attend?
The course is built for experienced B2B sales professionals: account managers, key account managers, and the sales managers who coach them. Attendees do not have to be running major accounts already, but they will typically have at least three years in a B2B sales environment, because the material assumes commercial maturity rather than teaching the basics of selling.
It is not tied to a single sector. We work across IT, technology, SaaS, pharmaceuticals, professional services, construction, engineering, banking and financial services, and tailor the examples to your market.
How is it different from generic sales training?
Most training imports a methodology and asks your team to adopt it from day one. We build the other way round. We start from what your best account managers already do that works, and add structure and frameworks only where there is a genuine gap, so experienced people recognise themselves in the programme instead of being asked to abandon what already succeeds.
There are no slides and no theory for its own sake. Concepts are applied to your real accounts, the content is tailored through a needs analysis with your leaders, and managers are equipped to reinforce it afterwards, because training that is not reinforced does not change behaviour.
How is the course delivered?
The programme is always delivered privately for your team, never as a public open course. We run it in person at your location anywhere in the world, or live online, as a two-day workshop or a series of shorter online sessions, and in your choice of delivery language for international teams. Pricing is scoped to team size, how much we tailor the content, and the delivery mode.
How do you measure the impact?
Because key account management is about retention and growth, the measures that matter are leading indicators of account health, not just revenue after the fact: how many of your key accounts have a current, evidenced plan; how many relevant stakeholders each account team is engaged with; the strength of pipeline inside existing accounts; and margin held rather than discounted away. We help you put those measures in place so the effect of the programme is visible.
Lock in your key accounts.
Book a no-obligation call with one of our coaches to scope the right programme for your team, or request a proposal.