Sales Techniques:
Key Account Management

How to develop and manage
relationships with key customers?

This course is for salespeople who want to learn how to manage day-to-day relationships with their key customers. During this course, we will clarify what is meant by the term business relationships and provide concrete tools to measure and manage them.


This course will teach you the basics of key account management using an interactive serious business game. The goal of this serious business game is to provide current and future key account managers with an experience-based training solution that enables them to learn all the relevant models and theories in a fun, interactive, and competitive setting.


By the end of the course, the participants will be able to:

– assess the strength of their customer relationships and develop clear actions to enhance them.

– select the right sales strategy based on their customer’s buying behaviour


Introduction: What is key account management?  


Step 1: Relationships

Step 2: Account Portfolio Management

Managing Customer Relationships: Serious Business Game:

Game Part 1: Account Positioning

Game Part 2: Organisational Buying Behaviour

Game Part 3: Customer Profitability

Duration & Format

Duration: 1 day
Available in : class room and online