• Enrolling Now

Foundations of Key Account Management

Strong customer relationships are essential for long-term business success. In today’s competitive environment, organisations must move beyond transactional selling and focus on building strategic relationships that improve customer loyalty, increase [...]

  • Course ID: SM L013
  • Delivered by London Elite Training

– Course Overview

Strong customer relationships are essential for long-term business success. In today’s competitive environment, organisations must move beyond transactional selling and focus on building strategic relationships that improve customer loyalty, increase retention, and support sustainable growth.

The Foundations of Key Account Management programme by London Elite Training provides participants with a practical introduction to the principles, processes, and techniques required to manage customer accounts professionally and effectively. The programme focuses on developing relationship-building skills, understanding customer expectations, improving communication, and supporting account growth initiatives.

Throughout the programme, participants will explore the fundamentals of key account management, customer engagement strategies, account planning principles, and methods for improving customer satisfaction and loyalty. Practical case studies, interactive discussions, and exercises will help participants understand how successful organisations create long-term value through strong customer partnerships.

By the end of this programme, participants will have the confidence and practical skills required to support account management functions, strengthen client relationships, and contribute to improved business performance.

– Learning Outcomes

By the end of this programme, participants will be able to:

  • Understand the principles and importance of key account management
  • Recognise the differences between transactional selling and strategic account management
  • Understand the role and responsibilities of account management professionals
  • Build stronger customer relationships through effective communication techniques
  • Identify customer needs, priorities, and expectations
  • Apply practical approaches for improving customer engagement and satisfaction
  • Understand customer loyalty and retention principles
  • Support account planning and account development activities
  • Identify opportunities for account growth and relationship expansion
  • Monitor customer satisfaction and account performance indicators

– Who Should Attend?

This programme is designed for professionals involved in customer relationships, account support, and sales activities, including:

  • Account Executives
  • Junior Key Account Managers
  • Sales Coordinators
  • Customer Service Professionals
  • Business Development Executives
  • Client Relationship Officers
  • Customer Success Professionals
  • Sales and Marketing Support Teams
  • Professionals new to account management and customer relationship management
  • Course Outline
DAY 01
Introduction to Key Account Management
  • Understanding the concept and purpose of key account management
  • The evolution of account management in modern business environments
  • Differences between traditional sales approaches and strategic account management
  • Identifying key customers and strategic accounts
  • Understanding the characteristics of successful customer relationships
  • Exploring the role and responsibilities of account management professionals
  • Understanding customer expectations and business value creation
  • Introduction to customer-centric business strategies
  • Common challenges in account management and customer engagement
  • Activity: Identifying strategic customer relationship challenges
DAY 02
Building Customer Relationships & Communication Skills
  • The importance of relationship-building in account management
  • Understanding customer behaviour and communication preferences
  • Building trust and credibility with customers
  • Effective verbal and written communication techniques
  • Active listening and questioning skills for account professionals
  • Managing professional communication with internal and external stakeholders
  • Handling customer concerns and difficult conversations effectively
  • Emotional intelligence and its role in customer relationships
  • Techniques for improving customer engagement and collaboration
  • Activity: Customer communication and relationship-building role play
DAY 03
Understanding Customer Needs & Account Development
  • Identifying customer needs, priorities, and expectations
  • Understanding customer buying behaviour and decision-making processes
  • Customer segmentation and account classification principles
  • Introduction to customer analysis and account profiling
  • Recognising account growth opportunities and relationship potential
  • Introduction to cross-selling and upselling techniques
  • Supporting customer retention and loyalty initiatives
  • Developing customer-focused recommendations and solutions
  • Understanding customer value and long-term partnership development
  • Activity: Customer account analysis and opportunity identification workshop
DAY 04
Supporting Account Growth & Customer Retention
  • Understanding customer loyalty and retention strategies
  • The customer lifecycle and relationship development stages
  • Techniques for improving customer satisfaction and engagement
  • Managing customer expectations and service quality
  • Building long-term customer partnerships and trust
  • Introduction to account planning and relationship management frameworks
  • Collaboration between sales, marketing, operations, and customer service teams
  • Understanding service consistency and customer experience management
  • Managing customer feedback and service improvement initiatives
  • Activity: Developing a customer retention and engagement improvement plan
DAY 05
Account Performance, Reporting & Continuous Improvement
  • Introduction to account performance measurement
  • Understanding key account management KPIs and customer service metrics
  • Monitoring customer satisfaction and relationship performance
  • Gathering and analysing customer feedback effectively
  • Reporting techniques and account review processes
  • Identifying opportunities for account improvement and service enhancement
  • Common account management challenges and practical solutions
  • Developing personal action plans for continuous professional improvement
  • Final practical exercise and group presentation
  • Trainer feedback and programme review

Duration

  • 5 Days

In Person (Special Discount for this period only!)

  • £ 4,500
  • 3,950

Online (Special Discount for this period only!)

  • £ 2,300
  • 1,750
  • Global Locations
  • London
  • Dubai
  • Barcelona
  • Paris
  • USA
  • Online
Enroll Now

Corporate groups of 2+ are eligible for a 15% discount. Enquire here

Need personal advice?

Speak with a course consultant to see if this programme fits your career goals.

Enroll Now

Enrollment Form
Checkboxes
Clear