Key Account Management
Grow your most important customers. Participants implement the key account management process, select and classify key accounts, understand customer needs and decision-making, lead the KAM team and build an account plan for growth.
At a glance
- 5 days
Who it's for
- Key/strategic account managers
- Sales & business development leaders
- Managers of sales & marketing budgets
Learning objectives
- Implement the full key account management process
- Classify customers with a proven qualitative approach and set strategies for each
- Focus resources on key accounts
- Build an account pipeline for growth
- Communicate persuasively with key customers and build long-term relationships
Detailed content
- Key account strategy
- Why, what & who
- Executing a KAM strategy
- Pitfalls to avoid
- Not every account is key
- Serving the rest
- How many key accounts?
- Being seen as a key supplier
- Account classification process & exercise
- Account segmentation
- Customer decision-making process
- Customer drivers
- Value propositions
- Internal politics
- Macro-environment
- Persuasion
- Competencies of great KAMs
- Global account skills
- Recruiting & personality types
- Coaching & mentoring
- Consultative selling
- Building trust
- Social media by segment
- Resourcing KAM
- Account objective setting
- The KAM plan
Day-by-day agenda
A typical schedule. In-company versions are tailored to your processes, data and timing.
- What is Key Account Management?
- Selecting Key Accounts
- Understanding Key Accounts
- Leading the KAM Team
- Implementing the KAM Strategy
- Case study, action plans and course assessment
Practice, tools and assessment
Hands-on practice
- Build a strategy map and balanced scorecard for your unit
- Write KPI definition cards with targets and owners
- Self-assessment against an excellence model
- Negotiation and sales-call role plays with video feedback
Tools and templates you keep
- Strategy map and BSC template
- KPI dictionary / definition card
- X-matrix (Hoshin Kanri) template
- Negotiation planner (BATNA, ZOPA, concessions)
How learning is assessed
- Pre- and post-course knowledge check
- Assessment of practical exercises by the trainer
- Action plan reviewed at the end of the course
Built on these standards and bodies of knowledge
- Kaplan & Norton Balanced Scorecard
- EFQM Model 2025; Baldrige Excellence Framework
- Harvard Program on Negotiation principles
How it is delivered
- Public courses in Cairo, in-company programs and live online training
- Practical exercises, case studies and examples from your sector
- Can also run as Train & Stay in Sharm El Sheikh, Hurghada or Cairo
Part of these career paths
- Customer Experience & Sales · Expert
Frequently asked questions
How long is Key Account Management?
The program runs 5 days. In-company versions can be adapted to your needs.
Is the course taught in Arabic or English?
Sessions are usually delivered in Arabic with English technical terms and materials. Full English delivery is available for in-company groups.
Can you run it inside our company?
Yes. In-company programs use exercises built on your own processes. Tell us the group size and preferred timing and we will send a proposal.
Will I receive a certificate?
Participants who complete the program and its assessment receive a certificate from The Excellence Center, which can be verified online.
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Get dates, fees and the full outline.
Tell us whether you are joining as an individual or planning a program for your team.