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Key account management


Key account management

strategy and execution


Quotes from participants

“I have used the tool “price fortress” in negotiation with one of my customers. I said no to any kind of discount, focusing on value for my customer compared to the competition.”
Interroll participants


Course outline

The key account manager / strategic account manager / global account manager’s role is multifaceted: Strategist, political influencer, co-ordinator, negotiator, internal champion and diplomat – the list goes on.

And in today’s buyer-empowered world, with procurement functions becoming ever more sophisticated, KAMs have to understand with much greater clarity buying processes and customer decision making units.

Added to this a rapidly changing technological and business environment, KAMs need a broad and evolving skill set to truly flourish including, negotiation strategy, positioning strategy, change leadership, personal selling skills and excellent time management.

This is the purpose of our key account management programme – built from over 800 best practice sales studies – you are assured of the most relevant and up to date training possible.



Senior sales staff managing large accounts, KAMs and sales management.


Learning objectives

  • Analyse the strategic landscape pertinent to the key account.
  • Understand the customer’s procurement approach in depth.
  • Use classic KAM strategy processes to decide on a solid key account plan.
  • Learn how to map decision making units and respond accordingly.
  • Understand the full cycle negotiation process.
  • Get familiar with 20 common negotiation tactics.
  • Deploy common principles of project and change leadership to secure execution.


Course format

3 x 2 day blocks over 6 months with directed key account projects in between, culminating in a high quality, pragmatic, applicable key account plan at the end of the programme.

Delivered in-company.

As key account management is a “whole enterprise” project, we also provide a parallel implementation coaching programme option for top management to make sure the organisation can support a KAM approach.



  • Key account managers skilled in the core aspects of their role.
  • Confidence in managing procurement relationships.
  • Competence in negotiating with professional negotiators.
  • A high quality key account plan for your chosen customer.

“Of 8 differing types of KAM implemented in organisations, the biggest category used by 20%, was ‘middle management’ KAM i.e. NOT owned by senior leadership teams.”
Homburg et.al 2002

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Advice on setting up and implementing key account management programmes

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Client Case Study

Interoll Case History

Nordics sales curriculum

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The Selling Interactions Difference: Our programmes are based upon our extensive research into sales best practice. Currently, our database holds details of over 1000 research cases. At the same time, 100% of our focus is on creating pragmatic, actionable training that sales people find invaluable in securing their targets. With a twin focus on attitude/ behaviour and strategy/process, Selling Interactions programmes equip participants with the best chances of sustainable success.