A Highly Interactive Training Course On

Strategic Key Account Management

How to Become the Preferred Supplier to your Key Account Customers

Strategic Key Account Management
Course Schedule

CLASSROOM

02-06 Jun 2025
London
$5,950
06-10 Oct 2025
Dubai
$5,950
Certificate
  • Coventry Academy Certificate of Attendance will be provided to delegates who attend and complete the course

Training Overview

Training Overview

Winning key accounts and achieving preferred supplier status in the B2B sector presents a formidable challenge, demanding a well-defined key account strategy. This strategy involves cultivating multiple relationships across various levels within the customer’s organization. Essential to success is a deep understanding of the customer’s specific challenges and leveraging insights to elevate your value proposition. This approach shifts the perception from being a transactional supplier to becoming a trusted partner.

The Coventry Academy training course offers a comprehensive blueprint for achieving these goals effectively. Drawing from practical B2B examples, the course director shares real-life strategies that have enabled companies to attain preferred supplier status. Participants gain practical skills and strategies to navigate complex B2B landscapes, ensuring they can establish enduring partnerships and deliver exceptional value to key accounts.

What are the goals?

By the end of this Coventry Academy training course, you will be able to:

  • Design a key account strategy and apply it in practice
  • Elevate the status of your organisation within the key account
  • Construct value propositions that win preference with the right people
  • Overcome the challenge of buyers who want you to lower your prices
  • Influence the customer’s specification and negotiate from a stronger position
  • Use your key account team more effectively

Who is this Training Course for?

This Coventry Academy training course is suitable to a wide range of professionals but will greatly benefit:

  • Global Heads of Key Accounts who want to secure Key Account customers globally
  • Key Account Directors who want to become the Key Account customer’s preferred partner
  • Key Account Managers who need to construct and implement a credible Key Account plan
  • Key Account Team Members who are required to contribute to the Key Account plan
  • Other managers who are required to understand the Key Account plan and support it

The Course Content

Day One: Understanding the Principles and Stages of KAM
  • 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
Day Two: Understanding the Customer’s Capability Gaps, Discovering Insight on Decision-makers and Influencers, Constructing Personas and Competing in the Account
  • 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
Day Three: Defining your KSFs, Describing your Strategy and Objectives, Prioritising People to target, Influencing the Specification, Building Credibility and Communicating
  • 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
Day Four: Putting the Communications Plan into Action to Win Preference, Influence Purchasing Decisions, Negotiate and Overcome Price Objections from Buyers in the Key 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
Day Five: Defining the Tools and Templates to Build and Manage the Key Account Strategy
  • 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