An intensive professional development training course on
Strategic Key Account Management
How to Become the Preferred Supplier to your Key Account Customers
Why Choose Strategic Key Account Management Training Course?
Most business-to-business companies have key account customers and it is essential to secure continuous business from those customers. The ideal outcome is to build relationships with the right decision-makers at different levels in their organisation so that you become their preferred collaborative partner. This requires a clear key account strategy and a different understanding of what can bring superior value to the customer.
It is not just about your key account team dealing with the usual buyers. You also need to influence other decision-makers and external stakeholders.
This Strategic Key Account Management training course shows you how to construct an effective key account strategy and make it work in practice.
This Strategic Key Account Management training course will feature:
- How to identify and influence the right decision-makers
- Overcoming price competition and maintaining margins
- Becoming the customer’s most influential partner
- Winning the biggest share of customer’s spend
- How to construct a strategic key account plan
- How to implement the plan as a team
What are the Goals?
By the end of This Strategic Key Account Management training course you should be able to:
- Create a key account strategy and know how to apply it
- Re-position your company within the account
- Create propositions that win preference with the people who matter
- Circumvent buyers who destroy your margins
- Influence specifications and negotiate from a stronger position
- Use your key account team more effectively
The Course Content
- The principles of effective key account management
- Understanding the five levels of KAM
- Information required to construct a key account strategy
- Structuring the key account strategy
- Putting your objectives and strategy into context
- Identifying the customer’s challenges and Key Success Factors
- Finding and filling their capability gaps
- Identifying hidden influencers in the key account
- Discovering their challenges and priorities
- Understanding their attitudes, perception and motivation
- Creating and using personas
- How to tackle competitors in the account
- Defining your KSFs for the account
- Explaining and justifying your strategy and objectives
- Targeting to influence the product specification
- Building relationships with key decision-makers
- Developing credibility outside the account
- Communicating inside the key account
- Becoming the thought-leader externally and internally
- Offering the customer superior value propositions
- Communicating to make your prices buyer-proof
- Using principled negotiation with the key account
- Templates and tools to construct the key account strategy
- Tools to manage and control the strategy
- Forming the key account team
- Using colleagues from different disciplines to add value in the key account
- Building and maintaining motivation for your key account strategy
Certificate and Accreditation
- AZTech Certificate of Completion for delegates who attend and complete this course
How Aztech Saudi Can Enhance Your Professional Career
At Aztech Saudi, we believe that professional development is the foundation of long-term career success. This training course is expertly designed to equip individuals with practical skills, forward-thinking strategies, and the confidence to navigate today’s dynamic work environments. Each course is delivered by subject matter specialists with extensive industry experience, ensuring that every learning experience is relevant, impactful, and aligned with real-world challenges. Whether you're looking to strengthen your technical expertise, enhance leadership abilities, or stay ahead of industry trends, Aztech Saudi provides the tools you need to elevate your performance and deliver measurable value to your organization.
Our training is more than just knowledge transfer—it’s a catalyst for career transformation. By participating in our courses, professionals gain a competitive advantage in their fields, improve their decision-making capabilities, and position themselves for new opportunities and leadership roles. We take pride in supporting individuals across various sectors and career stages, helping them unlock their full potential through high-quality, globally benchmarked learning experiences. With Aztech Saudi as your development partner, you’re not only investing in education—you're investing in a stronger, more successful future.
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