Strategic Key Account Management
Grow and protect your most valuable customer relationships with account planning, value propositions and digital tools.
- 3 days
- Classroom · Live virtual · In-house
- Afriskora Certificate of Completion
Course overview
A small number of key accounts typically generate most of a business's revenue and profit. This course teaches account managers how to select and analyse key accounts, map buying centres, build value-based account plans, manage relationships across many contacts and use CRM and digital channels to grow share of wallet.
Who should attend
- Key account and relationship managers
- Sales managers and business developers
- Corporate and commercial bankers
- Business owners managing major clients
What you will be able to do
- Select key accounts and analyse their potential
- Map decision-makers and buying processes
- Develop value propositions and account plans
- Manage multi-level relationships and negotiations
- Use CRM and digital tools to grow accounts
Course outline
Module 1Key account strategy
- • Selecting key accounts
- • Customer analysis
- • Relationship stages
- • Account profitability
Module 2Account planning
- • Buying-centre mapping
- • Value propositions
- • Account plans
- • Negotiating with key accounts
Module 3Digital account management
- • CRM and account data
- • Social selling
- • Customer health metrics
- • Account plan presentations
Frequently asked questions
How long is the Strategic Key Account Management course?
The course runs for 3 days. Daily start and finish times are confirmed in your joining instructions. Live virtual sessions cover the same programme.
Do I receive a certificate?
Yes. Every participant who completes the course receives an Afriskora Certificate of Completion with a unique code that employers can verify online.
Can this course be delivered in-house for our team?
Yes. We can run it at your premises or online for your team, on dates that suit you, and adapt examples and case studies to your sector.
How do I book and pay?
Request dates and we'll send available sessions and a quote. Bookings are confirmed by invoice and paid by EFT. South African clients can include the course in their Workplace Skills Plan.
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