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Sales - Key Account Management, Maximise Opportunity

Course overview

Understand the role of an account management and learn the techniques used to build and maintain excellent customer relationships.

Course duration

2 days

Delivery method

Flexible (Online/Classroom)


Open participant course: £390 per person - maximum 10 people

Closed company course: £2,000 per course - maximum 10 people

Suitable for

Sales professionals who need to apply step-by-step strategies for generating increased revenue from existing customers.

Survival in today’s market place does not depend on price alone. Learn how to differentiate yourself, your products, and services and maximise sales opportunities by increasing customer account penetration.

Learning outcomes

Students will explore techniques for influencing prospects in order to win and retain business and investigate how to increase sales, encourage decisions and develop strategies for managing difficult and demanding customers.

Course content

Module One - The Customer Management Mix:

  • What is account management?
  • What makes an effective account manager?
  • Overview of the account management cycle

Module Two - Managing the Customer Relationship:

  • Making positive first impressions
  • Barriers to effective communication
  • Techniques for building rapport
  • Effective questioning techniques
  • The information funnel
  • Active listening
  • Non-verbal communication

Module Three - Account Management:

  • Understanding the decision making unit
  • Account plans and contact strategies
  • Account penetration
  • Identifying opportunities
  • Four styles of customer behaviour
  • Influencing customer behaviour
  • Matching the solutions to the needs
  • Maintaining customer records

Module Four - Business Development:

  • Developing repeat and future business
  • Successful account networking
  • Other referral methods

Course requirements

This course can be delivered remotely or in a classroom environment, to suit your requirements.

Delegates must have the following equipment to attend this training remotely:

  • PC or laptop with a microphone and speakers (webcam is preferred but not essential)
  • Access to the internet and web browser application (e.g. Google Chrome)
  • An email account for file sharing

For more information about this course please contact us.

Queens Court Regent Street Barnsley South Yorkshire S70 2EG
Tel: 01226 216760 | Email: |

These course details were downloaded on 20/04/2024

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