CATEGORY TYPE: Sales & Marketing

COURSE NAME:Key Account Management


This course can be scheduled at your convenience, to request this course please click here

Key Account Management is one of the fastest ways to dramatically increase profitability. This outcome-based programme has been developed to create your Company’s sustainable competitive advantage (SCA) by doing eight practical Strategic-maps. This course has the perfect balance between exciting theory and developing skill transfer for the immediate work situation,
automatically benefiting the employer as well.

  • Key Account Management is a wonderful profession when approached ethically, constructively and helpfully.
  • Key Account Management is a wide subject, covering many selling methods, sales theories, models and sales training methods.
  • This workshop introduces participants to the most vital account management techniques, models, and theories, as well as allows them the opportunity to acquire and master the necessary skills required for them to pursue a sales career.
  • What Is A Key Account? A key account is one of your most important customers - with whom it is crucial to develop and maintain an added value relationship.
  • To identify which customers are key, decide if the customer/account:
  1. Is a consistently high revenue producer
  2. Is offering opportunities to increase sales
  3. Is looking for a loyal business partner/adviser
  4. Is a strategically important industry or market opinion leader Why Is a Key Account Important? A key account customer offers long-term potential:
  •  A constant (and growing) stream of high quality revenue
  •  Reduced sales costs (it is cheaper to grow your business with existing customers than deploy a sales force to find and secure new ones)
  • Targeted planning for the future (having a dependable source of sales will enable you to plan investments for your business)
  • Improved knowledge of your marketplace (developed via in-depth knowledge of your key account’s needs) why is a Key Account Different? Key account customers differ from your other customers in many ways:
  • Your competitors are constantly trying to win them from you
  • Multiple decision-makers and many staff influence the buying decision
  • An anti-sponsor may exist in the key account - someone who may subtly try to sabotage your sales efforts or relationship
  • It is especially important to understand your key account’s business
  • Strong relationships need to be developed across numerous levels between your two companies What Will You Master during the Key Account Management Workshop?

How to become a business partner to your key accounts through your focusing on the importance of customer perception, your understanding of the significance of the customer perception ladder, and your climbing of this ladder to become a true business partner with your key account

  • How to discover the opportunities which will develop more business through your learning about the marketplace, your discovering new information, your meeting influential people, your locating opportunities, and then your focusing on opportunities that can be found from looking at your key accounts’ business objectives, their competitors and sales figures
  • How to achieve effective, efficient, added-value key account management through your developing of key accounts development plans where you plan your strategy with your key account, record all important objectives and actions regarding the development of your business with the account, provide a ready reference for all colleagues involved, and where you get the long-term view on how your business is going to evolve and how to reach targets
  • How to increase your influence with the decision maker in your key accounts through your knowing the messages you want to communicate, your finding out who’s who in the decision making process, your understanding the internal politics in your customer’s organization, your finding your way around the key account company by drawing organizational maps, initiating mirror relationships, utilizing leverage opportunities, your networking in the key account and so becoming familiar with the whole organization, and your developing and implementing contact plans
  • How to develop a marketing communication program in order to build widespread awareness of your product/service throughout the key account, convey information about the evolution of your offer, and strengthen your strategic business relationship
  • How to discover opportunities and develop your key account development plan in order to grow business with your key account through perfect face-to-face communication, solutions selling, convincing proposals, winning presentations, and effective negotiation
  • How to handle your Key Accounts in a professional and proactive manner through your focusing on your key accounts’ profiles, your reviewing your account development plans, your managing your account meetings, and your following up on your accounts



A Key Account Manager is anyone who wants to keep and develop business with important customers. Key Account Managers are people like: management consultants, accountants, merchant bankers, head hunters, advertising and PR executives, stockbrokers, retailers and manufacturers, travel agents, engineers, publishers, trainers, car salesmen, conference organizers, hospitality suppliers, architects, computer programmers, independent tradesmen, insurance brokers, fund raisers, media specialists, health service providers, etc.

    • 5 Day(s)

    The presentation is generally appealing to me. The dedication & devotion of the instructor are both laudable & admirable.
    Mohammed F. Alotaibi

    Really this course is important for any inspector, so I will recommended it for our employees. And thanks a lot!
    Ahmed Al-Yami

    You are doing excellent bringing such very talented instructor. Please keep it up.
    Ahmed Afifi
    Al-Zamil CoolCare

    I would like to appreciate you as well as the instructor for a good training due to the fact that the helping to gain new information about the types of valve with advantages and disadvantage as well. Many thinking.
    Zaki Ali Aldawood

    This course was very beneficial and helpful to understand one of the Major NDT method. I encourage ITC to continue with this performance.
    Talal Saad AlHasawi

    ITC service was in overall excellent. Thanks.
    Wael M. Morsy

    This course was good and a nice guide to the PMP exam. Thanks.
    Yazeed Mohamed Mreki
    General Authority of Civil Aviation (GACA)

    It was good course & good preparation with excellent instructor. Thanks a lot.
    Faisal Mahdi Al-Qahtani

    It was a nice course to have. I suggest taking this course with the same instructor to other people. Thanks for the instructor for his kindness & helfull during the course.
    Abdul-Moniem Al-Humoud

    It is very important course, which enable us to improve our knowledge to work approaching our big account and can be recall us the key account. This is will support us to active result for the best of the Co.
    Mohammed Amjad
    Al-Suwadi Services

    The instructor is highly and technical knowledgeable in explaining all the subject in the course taken.
    Noel V. Garan
    Coldstorec Group Of Saudi Arabia

    Instructor was well prepared and knowledgeable I gain lot of useful information.
    Gulam Khan
    Saudi Aramco

    It was a good learning experience. Got to know the concept involved in key account.
    Muthuraman Nachiappan
    Al-Suwadi Services

    The instructor Mr. Ahmed Sabry has a very nice spirit.
    Salam Fakhoury
    Al Khodari Company

    It is very useful to us and increase our knowledge.
    Mohammed Rashed Afifi
    Al Khodari Company

    The course is excellent and helpful. It help me in organizing the work in more safe manner.
    Muzammil Hayat
    Al Khodari Company

    The instructor is very knowledge and hard working, his way of teaching is very good.
    Ibrahim Darwish
    Al Khodari Company