Course description
In this programme, participants discover how to become a key account manager who is seen as a 'Trusted Business Partner' by customers.
The content is designed by TLSA to develop the skills and behaviours needed to manage key accounts. Customers that are:
- Complex relationships that involve multiple stakeholders in the decision making process
- High value, profitable and strategically important to your business.
The content covers:
- The qualities of the professional key account manager.
- Developing key account strategy.
- The skills and behaviours needed to develop and grow business with key accounts.
Additionally the programme features a personal project which challenges participants to activate the content with an existing key account.
Upcoming start dates
Suitability - Who should attend?
Key Account Management is designed for people who are responsible for managing customers that are defined as high value, strategic, complex or high potential relationships.
TLSA designed the programme for:
- Key Account Managers, Senior Sales Executives, and Business Development Managers
- Sales leaders who need to coach on these skills.
Outcome / Qualification etc.
The aim of the programme is to equip participants with the skills and behaviours that position individuals as a trusted business partner with key accounts.
Programme Outcomes
The programme is focused on three outcomes, structured to achieve the programme aim:
1. Key Account Management Strategy
To develop the skills needed to create and implement strategic key account business plans, structured to deliver mutually agreed business objectives.
2. Key Account Management Skills and Behaviours
To develop the skills needed to implement a key account plan and manage key account relationships
3. Activation
To provide a process through which participants activate the programme in their personal roles.
Institute of Sales Professionals Certification
TLSA is an Institute of Sales Professionals (ISP) certified training organisation. This means our service and materials are quality assured by the UK’s leading professional body for sales and sales management.
The Key Account Management programme is endorsed by the ISP, which provides the option to include certification from an independent endorsing body for participants.
Training Course Content
TLSA's Key Account Management programme is structured in four parts:
Part 1 Pre-work
The pre-work assignment is designed to engage participants in the programme. The assignment features:
- The Professional Key Account Manager
Pre-reading on the skills, qualities and behaviours that make a professional key account manager. - Expectations
A personal task covering the expectations of the key account manager from the perspective of the customer, the business, colleagues and peers. - The Target Account
Participants identify and prepare the key account they will work with in the Key Account Management workshop.
Part 2: Key Account Management Workshop
This is a two day, interactive event in which participants explore the skills and behaviours needed to be a professional key account manager.
A blended learning approach, features presentation, debate, role-play, syndicates, and the option to include TLSA’s unique ‘Winning Major Sales’’ business simulation.
The workshop covers:
- Defining a Key Account
- The professional key account manager
- Key account management strategy
- The strategic objective and value proposition
- Stakeholder management
- Manging executive relationships
- Managing the key account sales cycle
- Communication strategy
- Relationship development.
Target Account: Key Account Plan
Participants complete a series of group and personal tasks in which they will apply the workshop content to the target account selected in the pre-work assignment. On completion of the workshop the aim is that participants will have a draft plan for their target account. They are then tasked in the personal project to:
- Finalise the plan
- Agree and implement the plan with the target account
- Engage stakeholders on both sides of the relationship to support the plan.
‘Winning Major Sales’ Simulation
A great way to give participants the opportunity to test the training in a virtual environment. Working in teams participants take on the role of a key account manager and are then faced with a series of challenges and decisions, through which they implement the workshop content.
If the simulation option is taken, the workshop becomes a three-day event.
Part 3: Activation
In the eight weeks following the workshop participants complete a personal project based on the target account.
The project is structured and features a series of tasks, which act as a catalyst to help participants:
- Develop key account management skills
- Test and activate the learning from the workshop with the target account
- Embed new practice and ideas as normal business activity.
Part 4: Return on Investment
A measurable return on investment is delivered at a coaching event following completion of the personal project. Individuals present their results to your key stakeholders and TLSA (optional). The event delivers three outputs:
- Activation: ensuring participants activate the learning in their personal roles.
- Evaluation: a clear view of how the programme impacts on business performance.
- Return on Investment: measurable results that identify personal development and the impact on the business.
Reviews
Average rating 4.8
I found it extremely insightful into details or business, business partners and my own personal currency
The course is great and I picked up a lot of new learnings. Its great to have the info to take away and put some of my learnings into practice.
Delivery Options: Fees
Key Account Management is available for delivery:
- In-house: at your offices or chosen venue for groups of up to 12 people
- Online: in a series of webinars
- One to One: if the programme is for one person this option is available with either a face to face or online delivery.
Please contact TLSA for more information.
TLSA Toolbox
Key Account Management Toolbox
As participants complete the workshop, TLSA provide three key account management tools to support them in their personal roles
1. Key Account Planner
Designed to create strategic account plans that act as the foundation for growing business. This is an invaluable aid which is designed to focus the strategic thinking of account managers and provides a clear strategy document that can be shared with stakeholders in the customer and your business.
2. Sales Cycle Qualifier
This powerful aid shows participants how to move sales opportunities to a successful close, prepare accurate pipeline forecasts and identify coaching needs.
3. Key Account Management Notes
A great resource to revisit the content, the notes are professionally prepared, easy to use and available in digital or printed format.
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