Key Accounts
★★★★★ 4.93/5 client satisfaction, measured by an independent auditor
In the “Key Accounts” training module, participants will delve into the art of strategic Key Account Management to retain and grow business with their dedicated customers. This training empowers commercial team members, including Key Account Managers and Sales Representatives, to nurture valuable customer relationships and drive sustainable growth. Through interactive workshops and collaborative strategies, participants will master the skills to navigate complex customer needs, foster loyalty, and maximize account potential.
Large accounts are rarely lost on the product. They are lost because the relationship has thinned out, because a contact has moved on, or because nobody dared to name what was going wrong. That is why Key Accounts does not stand alone: it works hand in hand with the modules that build the conversation, the value and the negotiation.
Key Accounts reaches its full strength when it builds on these modules.
Participants will explore the fundamentals of strategic Key Account Management, including objectives, segmentation, targeting, and positioning. They will learn how to identify key accounts that drive significant value and how to allocate resources effectively.
Understanding the customer journey within key accounts is essential for successful account management. Participants will learn how to map touchpoints, anticipate needs, and proactively address challenges, fostering long-term loyalty.
Building on a deep understanding of customer needs, participants will discover strategies to tailor their interactions with key accounts. Through case studies and interactive discussions, they will practice creating personalized engagement plans that resonate with each account’s objectives.
Managing Decision Making Units (DMU) and Decision Making Processes (DMP) are crucial to take the right decisions and bring the right opportunities to closing.
Unlocking growth within key accounts requires a proactive approach. Participants will delve into techniques to identify upselling and cross-selling opportunities, ensuring sustained growth and maximizing account value.
Effective negotiation is critical in key account management. Participants will align defined account strategies towards negotiation strategies to maintain favorable terms, renew contracts, and explore upselling opportunities while preserving customer satisfaction.
Building a tailor-made and well-structured commercial account plan is a must. This strategic document serves as a roadmap, guiding businesses in nurturing relationships with clients and fostering sustainable growth. It supports the creation and help to lead internal teams towards common objectives.
The account plan your teams build here is only worth something if it lives between two reviews. Yet the short term eats everything: tenders, specifications, responses in progress. The medium term waits, the long term is never opened, and the energy tilts towards the reactive and the defensive. Holding the three horizons requires governance, rituals and tools that carry the plan, not only a method.
This is what we call the gearing: your people, your processes, your methods and your tools driving each other, with as little friction as possible. We work on this part separately, in advisory, before the training or after.
This module is one of the building blocks of the Sales Transformation Program, the programme that applies it for six months on your live opportunities and negotiations.
Because the short term eats everything. Tenders, specifications, responses in progress. The medium term, what is already identified and the relationships to build with those who will be affected soon, waits. The long term, the ecosystem and the trends, is never opened. And the balance tilts towards the reactive and the defensive: protecting, resisting client loss and margin erosion. The module works on the balance between the three horizons. Holding it over time requires governance and tools that carry the plan. This is what we call the gearing: your people, your processes, your methods and your tools driving each other, with as little friction as possible. We work on this part separately, in advisory, before the training or after.
By no longer discovering it after the fact. Losing a client, or seeing their margins erode, sends weak signals well in advance: a contact who changes, a reply that is slow to come, a tender that should not have existed. The module teaches how to map the account, personalise the relationship with each decision-maker, and balance the defensive, protecting what you have, with the offensive, developing what is still there to be won. A living account plan is what lets you see those signals in time.
By deciding where the energy goes rather than letting it go where the pressure is. The short term is the tenders, the specifications and the responses in progress. The medium term is what is already identified and the relationships to build with those who will be affected soon. The long term is the client’s ecosystem, its trends, and the conversations at another level that need to be started now. The module has you build an account plan that holds all three, aligned with your strategy and with the real opportunities.
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