Key Account Management: Best Practices

An Intensive 5-Day Training Course

Key Account Management: Best Practices

We currently have no scheduled session for this Course. If you are interested in running this course, please contact our Training Department at

Why Choose this Training Course?

Why Choose this Training Course?

This highly engaging and practical course will prepare all delegates to manage key accounts effectively. Business is evolving rapidly, buyers are getting more sophisticated and technology is being deployed more than ever, creating additional buying channels and great opportunities for the modern Key Account Manager who wishes to maximise revenues and profits. Developments in technology, shifting markets and increasing pressure on costs are changing the way organisations buy.

This all new course will explore best practices and help delegates highlight where their skills and practices must be developed. In this Key Account Management: Best Practices course you will develop essential key account management skills, learning how to effectively manage your most valuable existing accounts, leading to improved customer satisfaction and increased customer loyalty.

This course will highlight:

  • Developing and delivering an effective key account plan
  • Blocking the competition to secure the account
  • Consultative selling and establishing trusted advisor status, maintaining a perception of real strategic value
  • Understanding your key accounts, their business strategies, people and buying methods
  • Utilising all the required organisational resources to support the key account

What are the Goals?

What are the Goals?

 By the end of this course, you will be able to:

  • Implement the total process of key account management
  • Focus resources, time and attention effectively in the development of key accounts.
  • Demonstrate ability and confidence in managing key accounts
  • Communicate more effectively with key customers
  • Develop long-term mutually beneficial relationships

Who is this Training Course for?

Who is this Training Course for?

This essential course is recommended for all those responsible for managing face-to-face relationships with customers that have a significant impact on achieving the organisation’s business objectives. Even a small improvement in performance will justify attending the course many times over.

This course is suitable to a wide range of professionals but will greatly benefit:

  • Key account managers, global account managers, strategic account managers, and major account managers
  • All those on the key account support team
  • Senior sales staff and account managers with an interest in Key Account Management
  • Sales managers and directors intending to implement a key account management strategy within their organisation
  • Others who regularly participate in key accounts including line managers, bid team members, marketing and technical staff

How will this Training Course be Presented?

How will this Training Course be Presented?

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.

Daily Agenda

Day One: Introduction to Key Account Management

  •  Definition of the roles and responsibilities of Key Account Managers
  • Competency requirements for Key Account Managers and taking stock
  • Comparing Selling and Key Account Management
  • Key Account Management requires organisational change, it is not just a sales technique
  • Workshop: What defines a key account?
  • Penetrating, expanding, and protecting key accounts
  • Working with Marketing, Channel Management, Operations, Logistics etc


Day Two: Understanding your Customers

  •  Understanding buyer motivation and how you can influence it
  • Assessing client organisational culture and it’s fit with your organisation
  • Understanding your client’s key business objectives, and aligning
  • The use of a client SWOT analysis
  • Developing a Competitor Matrix
  • Who’s who, determining buying roles and networking
  • How buying has changed and adapting accordingly
  • Understanding and reducing the customer’s perception of risk


Day Three: Best Practices and the Key Account Manager

  •  Motivational theory and maintaining great client relationships
  • Consultative selling and adding real value to the client
  • Developing the client’s staff as your internal salespeople
  • Managing complex accounts with multiple decision makers
  • How to build and lead virtual and real teams to success
  • Setting the right metrics, not just sales volume
  • Maintain team focus ensuring account objectives and key tasks are achieved
  • Utilising modern technology and e-business


Day Four: Developing a Strategic Key Account Plan

  •  Designing a modern day account development strategy
  • Joint innovation and building value, to also develop collaborative business-to-business relationships
  • Creating customer dependency
  • Create and managing a contact matrix
  • Getting high-level buy-in and support
  • Ensuring all team members are aware of their roles and responsibilities.
  • Stopping your competitors dead in their tracks
  • Long term focus on increasing quality, revenues and reducing costs


Day Five: Consolidation and Development

  •  Investment is required to yield maximum returns
  • Activity: Opportunities to use technology and e-business
  • Appointing high level Key Account Management Champions in your organisation
  • Win-Win Negotiation, the only way
  • Activity: Building and leading a virtual team
  • Personal development plans


  • On successful completion of this training course, a PetroKnowledge Certificate will be awarded to the delegates

In Association With

GLOMACS Training

Our collaboration with GLOMACS aims to provide the best training services and benefits for our valued clients

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Frequently Asked Questions

How can I register for a training course?

  • To register online through our website, please click “Enroll Now” on the course page, complete and submit the form. A confirmation e-mail and instructions will be sent to the participant’s e-mail.
  • You may also get in touch with our Registration Team on
    +971 50 981 7386 | +971 2 557 7389 or send an email to

When and how do I arrange payments?

  • Payments can be made in USD or UAE local currency AED (Arab Emirates Dirhams) either by Bank Transfer or by Credit Card. Our Bank Account details will be provided on the invoice.
  • Course fees are payable upon booking unless a valid, authorized Purchase Order is provided and accepted.
  • Invoices will be sent via email/courier to the ID/name and address provided.
  • The course fee shall be settled prior to course start date. Corporate payments with existing payment policy shall be relayed to us in advance.

When should I expect to receive confirmation of registration?

Upon successful registration online, enrolment on the respective training course will be confirmed by Registration Team by e-mail along with the invoice and joining instruction.

Is there a discount for more than one registrant/course?

For corporate fees and group registration, please send your query to

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All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

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