Key Account Management

An Interactive 5-Day Training Course

Key Account Management

Strategically Manage and Optimize Key Accounts to Enhance Client Value, Strengthen Relationships, and Drive Sustainable Business Growth

NASBA
Classroom Schedule
Date Venue Fees
10 - 14 Nov 2025 Dubai $ 5,950
12 - 16 Jan 2026 London $ 5,950
06 - 10 Apr 2026 Paris $ 5,950
18 - 22 May 2026 London $ 5,950
13 - 17 Jul 2026 Dubai $ 5,950
14 - 18 Sep 2026 London $ 5,950
09 - 13 Nov 2026 Dubai $ 5,950

Introduction

In today’s complex marketplace, meeting the unique needs of diverse customer groups is essential. Customers have a wealth of choices, and organizations must carefully allocate resources to ensure that each relationship receives the attention it deserves. The Key Account Management Training Course provides a strategic, systematic approach to classifying customer accounts and developing customized strategies that boost value for both clients and organizations.

This training course offers practical insights and hands-on exercises designed to equip participants with the tools and techniques needed to effectively manage key accounts, resulting in enhanced customer satisfaction and strengthened loyalty. As technology and buyer expectations evolve, this training course empowers key account managers to navigate new channels, seize growth opportunities, and foster strong, enduring client relationships in today’s dynamic business environment.

This GLOMACS Key Account Management training course will highlight how to:

  • Conduct objective segmentation to identify and prioritize key customers
  • Develop and execute a comprehensive key account strategy
  • Strategically protect key accounts from competitors to enhance retention
  • Engage in consultative selling to establish a trusted advisor role and demonstrate strategic value
  • Deepen insights into key accounts, including their business objectives, decision-makers, and purchasing dynamics
  • Optimize organizational resources to fully support and drive value within key accounts

Objectives

Upon completing this Key Account Management training course, participants will be equipped to:

  • Implement a comprehensive key account management framework to maximize customer value
  • Utilize a proven, qualitative methodology to categorize customers and develop tailored strategies for each segment
  • Strategically allocate resources, time, and focus to enhance key account growth and profitability
  • Demonstrate heightened proficiency and confidence in managing high-priority accounts
  • Establish and maintain an effective account pipeline, positioning the organization for sustained growth
  • Communicate with key clients more strategically to build stronger partnerships
  • Cultivate long-term, mutually advantageous relationships with key customers, reinforcing loyalty and satisfaction

Training Methodology

The subjects and topics are transferred by means of short focused presentations which are followed by experiential learning sessions. In these sessions, the knowledge gained is applied to real-world examples and case studies. Rapid learning of the methods and techniques is achieved by means of group work, individual work, participant discussion, facilitator interaction and constructive feedback.

Organisational Impact

By enrolling their employees in this Key Account Management training course, organizations will gain the following advantages:

  • A well-defined strategy to strengthen existing business and drive future growth
  • A strategic, data-driven approach to resource allocation, ensuring focus on high-potential opportunities
  • Enhanced effectiveness of key account managers in driving account success
  • Improved company-wide understanding of customer needs and the development of stronger, lasting client relationships
  • Elevated status as a strategic partner to key accounts
  • Greater accuracy in forecasting and outcome predictability
  • The capability to anticipate and proactively address competitor actions

Personal Impact

As a delegate attending this Key Account Management training course, you will:

  • Gain an in-depth understanding of the scope and core competencies required for effective key account management
  • Develop the ability to construct and implement a robust key account plan
  • Recognize and manage the various stages within key account relationships
  • Identify growth potential within key accounts and create strategies to unlock it
  • Assemble and lead cross-functional teams to support and enhance key account servicing
  • Leverage organizational resources efficiently within a virtual team setting for optimal account management

Who should Attend?

This GLOMACS Key Account Management training course is suitable to a wide range of professionals but will greatly benefit: 

  • Business Development Professionals
  • Key Account Managers
  • Global Account Managers
  • Strategic Account Managers
  • Senior Sales Staffs
  • Sales & Marketing Managers
  • Sales & Marketing Directors
Course Outline
Day 1

What is Key Account Management (KAM)?

  • Explaining Key Account Strategy
  • Developing a Key Account Management (KAM) Strategy
  • Why do it?
  • What is involved?
  • Who is involved?
  • How do we execute a Key Account Management (KAM) strategy?
  • Pitfalls and Traps to Avoid
Day 2

Selecting Key Accounts

This day takes attendees through a proven, objective process for analyzing all customers and classifying the customers.  Then we shall develop strategies and tactics for how to service and resource each customer type in great detail. 

This will result in clear and unambiguous resourcing decisions for management.

  • They are not all Key Accounts
  • What do we do about all the others?
  • How many Key Accounts should we have?
  • It is not about who is the Key Account, it is about do they believe you are a Key Supplier?
  • Classifying our Accounts Process
  • Classifying our Accounts Exercise
Day 3

Understanding our Key Accounts, How they work and what they really want 

  • Account Segmentation
  • Understanding the Customer’s Decision-making Process
  • Understand What Drives the Customer
  • How to Build Compelling Value Propositions for Each Type
  • Understanding the Customer’s Internal Politics and How to Harness Them
  • Understanding the Macro-environment and How It Affects Each Customer
  • How to Be Persuasive
  • How to Develop Compelling Customer Propositions
Day 4

Leading a Key Account Management (KAM) Team and Leading Ourselves 

  • The Competencies and Characteristics of Great Key Account Managers
  • The Skills Required to Manage Key and Global Accounts
  • Recruiting Great Key Account Managers
  • Personality Types of Great Key Account Managers
  • Coaching and Mentoring Key Account Managers
  • Communication and Persuasion Skills for Key Accounts
  • Consultative Selling Skills
Day 5

Implementing Your Key Account Management (KAM) Strategy 

  • Building Trust
  • Using Social Media in Each Segment
  • Resourcing for Key Account Management (KAM)
  • Account Objective Setting
  • Putting Your Key Account Management (KAM) Plan Together
Certificates
  • On successful completion of this training course, GLOMACS Certificate will be awarded to the delegates. Continuing Professional Education credits (CPE): In accordance with the standards of the National Registry of CPE Sponsors, one CPE credit is granted per 50 minutes of attendance.
Providers and Associations

Endorsed Education Provider

KHDA
NASBA

In Association With

Frequently Asked Question:

GLOMACS offers both online andperson training options. You can choose from interactive virtual sessions or attend one of our globally locatedperson training courses. The flexibility ensures that learning fits your schedule and preferences.
Yes, GLOMACS provides customized training solutions tailored to meet the specific needs of organizations. We work closely with companies to design bespoke training courses that address their unique challenges and objectives.
Our courses are structured to provide a balanced mix of theory and practical application. They typically include presentations, case studies, group discussions,on activities, and interactive Q&A sessions to maximize learning outcomes.
For detailed information about specific courses, including course content, schedules, and instructors, you can visit our website or contact our customer service team. They will be happy to provide all the information you need to make an informed decision.
You can register for a GLOMACS training course by visiting our website, selecting the course of your choice, and following the simple registration process. You can also contact our support team for assistance with the registration process.
Attending a GLOMACS training course offers numerous benefits, including enhanced professional skills, increased employability,recognized certification, networking opportunities with peers and experts, and the chance to apply practical knowledge directly to your workplace.
GLOMACS is a globally recognized leader in professional training and development, with a reputation for deliveringquality,driven training courses. We offer a broad spectrum of training courses taught by expert trainers, flexible delivery options (both online andperson), and accredited certifications that add real value to your career.

Yes, upon successful completion of any of our training courses, GLOMACS Certificate will be awarded to the delegates. This certificate is a valuable addition to your professional portfolio and is recognized across various industries.

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