Key Account Management Training Course


If your business is typical, 70% of next years revenues will come from this years customers.

Whilst winning new business is important, it’s equally important to retain your existing customers.

Professional Key Account Management reduces customer churn and increases their lifetime value.

This course is one of our advanced sales training courses and not designed for beginners.

Our Account Management Courses are designed for:

  • Experienced Sales Professionals who need to retain more business
  • Relationship Managers who want to increase their share of customer spend
  • Technical Account Managers transitioning into a more sales focussed role
  • Key account managers, and general account managers who need a key account strategy
  • Account Directors who need to manage key accounts and access the C – Suite

People often hate being sold to, but equally they love to buy.  This course helps salespeople facilitate the right conditions for people to buy without actually selling to them.  We help and show participants how to get buyers to understand for themselves the reasons they should buy rather than our reasons which may or may not be relevant.

Key Account Management is no different to any other sales function in that you must build and maintain great relationships with your clients.  People buy from people and your integrity, values and emotional IQ are equally important as your sales skills. 

key account management training course

Key Account Management Training Course
A professional Key account management strategy is not just about client retention and growth.  The right account management process will help you to attract and win new high value accounts. Your customers are your competitors top targets and to lock in your customers you need to lock out the competition. We help Professional Key account managers position themselves as Trusted Advisors, drive customer satisfaction and build relationships with multiple key stakeholders. This drives deeper, long term relationships ensuring a balance between investment, versus return on investment.
  • Session 1 – Understanding Key Account Management

    This session sets the scene and focusses on the preparation required for selling to Key Accounts.  The session covers off the research, segmentation and analysis required to win and retain high value accounts.

  • Session 2 – Mastering the Complex Sale 

    Identify and mapping out the different decision makers within the customers decision making unit. Understanding influence and power within the key account and dealing with competing priorities.
  • Session 3 – Consultative Selling Skills

    Nobody likes being sold to, but people love to buy.  Develop the right skills and mindset to help you get your buyer to sell your products and services to themselves. Discover how to position yourself as a Subject Matter Expert and ask powerful questions that help you sell value not price.

  • Session 4 – Getting Internal  Referrals

    How to ask and receive internal referrals to help you cross sell throughout target accounts.  Including how to get referrals from people who don’t want to give them.

  • Session 5 – Account Management Campaigns

    Discover short and long term account management strategies for un-surfacing additional decision makers, uncovering value and driving new sales enquiries whilst maximising your productivity.

  • Session 6 – Sales Negotiation

    Creating effective and mutually beneficial agreements that build trust and long term relationships between you and your clients.

The Consultative selling methodology is a key component of modern account management. 

The modern buyer is more armed and informed than every before.  They have little time and need to get value from every conversation.  The modern Key Account Manager is a Subject Matter Expert first and a sales person second. They have a deep understanding of their customers, their customers industry and their customers customer.  

This session covers what it takes to be a subject matter expert and how you can fast track the process.  

In addition, by using specialised questioning techniques and active listening we can help prospects uncover the underlying problems behind the business pains they are experiencing and where necessary, gently challenge their assumptions in a way that maintains rapport. 

By using a question based approach we prevent sales reps from delivering canned sales pitches of your product or service that makes them look and sound like a traditional sales person.

A consultative approach can be used throughout the key account management sales process, from discovering customer’s needs and the value they seek, through to closing a sale.

Unlike traditional training companies we believe people learn by doing rather than following theory in text books, in a classroom.

We use a workshop methodology where we have a blended mix of theory where appropriate, whilst focussing the majority of the time on real life sales challenges.

Attendees undertake practical assignments between each session to ensure they not only have a full understanding of account management, but can implement the knowledge within their own organisation. Examples of practical work required would be:

  • segmenting of their accounts
  • identifying cross and upselling opportunities
  • identifying additional decision makers
  • mapping out the customers value chain. 

This ensures each attendee remains engaged and learning in a positive and supportive environment.

Each Course Module last no more than 90 minutes to ensure attendees can absorb the new strategies and tactics covered.

Work Based Learning

All our sales training is delivered via the “work based learning” model.  This means that participants undertake and are coached through practical sales activities throughout the programme.

This model ensures that attendees retain as much of the information as possible.  We run this in parallel with our live pipeline coaching which helps participants convert existing deals they are already working on. 

This course can be delivered onsite or remotely via 6 x 90 minute sessions delivered live on the first three calendar weeks over a period of 2 months. 

After booking you are automatically added to the next course which starts on the first Friday of every calendar month. For onsite delivery please check dates with us in advance of booking.

During the two months of  training each participant has a access to a dedicated coach via telephone, email and live chat. 

We run open classes every month which are restricted to 12 participants to ensure classes are not overcrowded.  In addition, we do not allow more than 3 participants from any one company so the session time is never dominated by one organisation.  Should you require more than 4 places we are happy to schedule a separate class at no extra charge. 

Attendees leave our courses energised with new ideas, strategies and tactics but often additional questions can arise where they need a sounding board. We provide post course support through our Sales Coaching Platform built inside MS Teams where members can ask questions, via chat, mail and conferencing calls.

The platform uses the Microsoft Teams application and can be access via PC, Tablet or Phone and contains FREE Guides, Templates and Tools.

Ongoing 1-2-1 coaching is also available at an additional cost.

Consultative Selling Skills CourseSupport

What level of sales experience does the key account training course require?

This course is designed for experienced sales professionals.  Attendees may not be currently dealing with key accounts, however, they will have at least three years experience in B2B sales environment.

Does the KAM training work with other selling systems and methodologies?

Yes. If you have already trained your salespeople, our training and coaching works alongside any of the major selling systems, such as Miller Heiman, Richardson, SPIN or Solution Selling.

Will the training cover the sales topics that are important to me?

Yes – all our KAM training includes an initial needs analysis where you can specify specific areas that are important to you.

What industries does the account management training cover?

Our key account training course is specific to Business to Business selling, not to any specific vertical. We do however have lots of experience in IT, Pharma, Technology, SaaS, Professional Services, Digital Media, Construction, Engineering, Oil & Gas, Banking, Software and Financial Services.

Can I cancel my coaching plan?

Yes. If you have ordered additional Sales Coaching we have no desire to “lock in” clients who are in any way unhappy so Yes.  You can cancel your coaching plan at any time and you will still have access to your coach and all the content up until the date of when the next monthly payment would have been due.

Should you require training for 4 or more participants we can set up separate KAM sessions exclusively for your team at a date/time convenient to you. 

Furthermore, if time and  budget permits we can tailor the material in advance of the training in order that the context and relevance meets the needs of your organisation.

 Please use the “Book a Free Consultation call” function below to speak to one of our coaches.

As every business and it’s people are unique, it’s not unusual for people to still have questions.  You can book a no obligation call with one of our coaches who can answer any questions you have.


Iain has helped me; reduce my sales cycle, increase my selling time and set myself aside from the competition by approaching business that works against the tried/tested Features and Benefits system. Would highly recommend to experienced sales professionals who think they can’t improve any further – you can with Iain’s guidance! Brace yourself for some uncomfortable techniques that become instinctive but highly effective!
Cathie Swan – Account Manager
Iain is an excellent sales trainer and the lessons we’ve learnt from his program have made a real impact on our sales figures. It’s a continual learning program that helps us get better every week. Iain is always available night and day if we need any advice from him.
Robert Hutchison – Director
I would gladly recommend Iain & his team to anyone in the sales environment .I had the pleasure of attending one of Iain’s sales master classes, after which I found a whole new impetus & drive to take forward on the numerous meetings I have had since .His wealth of experience in sales tied in with his excellent method of teaching make for a very interesting and insightful experience.
Stuart Horsburgh – Senior Contracts Manager
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Course Dates

Session 1Session 2Session 3Session 4Session 5Session 6
Friday 3rd September 1200 - 1330Friday 10th September 1200 - 1330Friday 17th September 1200 - 1330Friday 1st October 1400 - 1530Friday 8th October 1400 - 1530Friday 15th October 1400 - 1530
Friday 1st October
1200 - 1330
Friday 8th October 1200 - 1330Friday 15th October
1200 - 1330
Friday 4th November 1400 - 1530Friday 11th November 1400 - 1530Friday 18th November 1400 - 1530
Friday 5th November 1200 - 1330Friday 12th November 1200 - 1330Friday 19th November 1200 - 1330Friday 3rd December 1400 - 1530Friday 10th December 1400 - 1530Friday 17th December 1400 - 1530
Friday 3rd December 1200 - 1330Friday 10th December 1200 - 1330Friday 17th December 1200 - 1330Friday 7th January 1400 - 1530Friday 14th January 1400 - 1530Friday 21st January 1400 - 1530
Friday 7th January
1200 - 1330
Friday 14th January
1200 - 1330
Friday 21st January
1200 - 1330
Friday 4th February 1400 - 1530Friday 11th February 1400 - 1530Friday 18th February 1400 - 1530
Friday 4th February 1200 - 1330Friday 11th February 1200 - 1330Friday 18th February 1200 - 1330Friday 4th March 1400 - 1530Friday 11th March 1400 - 1530Friday 18th March 1400 - 1530

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