Key Account Management

Course details

In today’s fast-evolving marketplace, success is no longer just about making the sale—it’s about building meaningful, profitable partnerships. This high-impact, CPD-accredited Diomas course is designed to equip you with cutting-edge strategies for creating and sustaining powerful key account relationships that drive long-term success. You’ll learn how to think strategically, act decisively, and market with precision in an environment where customer loyalty is hard-won and easily lost.

Choosing the right team is at the heart of any successful key account strategy. Together, we’ll explore how to align talent, communication, and vision to establish trust and deliver real value to your most important clients. As customer needs become more complex and sales cycles grow longer, the ability to nurture relationships through smart segmentation and strategic insight becomes a true competitive advantage.

This course goes beyond theory—it offers practical tools and innovative thinking to help you stay ahead of the curve. From identifying high-potential accounts to designing solutions that exceed expectations, you’ll leave with a clear plan to elevate your customer relationships and accelerate your business growth. Whether you're an individual ready to make a real impact or a company aiming to lead in your industry, this course gives you the edge you need in a world where only the most adaptable thrive.

By the end of the course you will have a greater understanding of:

• The biggest changes and challenges in today’s business environment
• The 4 areas to focus as a Key Account Manager and the power of
• The importance of separating and categorising key accounts
• The importance of prioritisation
• Communication and the different Communication Styles
• The importance of being proactive and recognising opportunities for further development of your business
• The appropriate terminology to help you become more engaging and less forceful
• The importance of negotiation when dealing with Key Accounts.

Module 1
Account Management and its Benefits
An Evolving World and the 6 Biggest Changes in the Business Environment 
Stop Selling, Start Helping


Module 2
Key Account Management and Strategic Account management
Key Account Management - necessity not a trend 
4 Focus Areas
Choose and Prioritise Key Accounts
Obstacles to Success and the Concept


Module 3
Accounts with potential
The ANSOFF Model
Improve your Presentation and Communication Skills to improve your relationships with your Key Accounts
Communication Styles - different account, different behaviour
Negotiation with Key Accounts Updated on 15 May, 2025