Key Account Management

‘Give your account managers the skills to develop profitable, long-term relationships with your most valuable customers.’

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Key Accounts Management

In this programme, your people explore how to combine the skills of the Trusted Partner, Consultative Seller and Negotiator to become an expert Key Account Manager. The content covers a Key Account Management process designed to grow sales revenue and develop profitable relationships.

In the programme, participants apply the content to one of their own key accounts, testing and developing a key account strategy they can than extend to other accounts.

Who is this course for?


Key Account Managers & Sales Professionals

Competent individuals who want to develop their skills and make the move from sales person to business person.


Business Development Managers

Who are responsible for winning high-value, new relationships.


Sales Directors, Leaders & Managers

People who need to understand and coach key account management skills.


What are the objectives and deliverables?

Objective 1: Understand how to profile a key account. Ensuring that ‘key account resources’ are invested with the right customers.
Objective 2: Develop profitable key account relationships for your business.
Objective 3: Create account plans and set a strategy that is agreed upon and aligned with customer needs.
Objective 4: Proactively identify business development opportunities that will grow the customer’s and your business.
Objective 5: Control and manage the long-term sales cycle.
Objective 6: Influence multiple decision-makers and stakeholders to support your business.
Objective 7: Develop service standards that build customer loyalty.
Objective 8: Communicate and coordinate activity between the customer team and your team.

What are the benefits for your business?

Skilled Key Account Managers

Professionals with the skills to manage your most important customers.

Profitable Relationships

Build a relationship that is valued by the customer and profitable for you.

Shape The Future

Put in place the retention and growth strategies to generate future business.

Provider Of Choice

Be a provider of choice, with an approach based on in-depth account plans, and a partnership approach.


Ensure everyone understands the strategy for each key account and what is expected of them.

A Positive Culture

You’ll create a positive momentum as people become valued members of the key account management team.

What’s included in the course?

Participants complete the following pre-work assignments:

  • Personal Analysis: The professional account manager.
  • Expectations Project: Expectations of the key account manager.

A two or three-day workshop covering:

  • The Key Account Management Role.
  • Key Account Profiling.
  • Strategic Account Planning.
  • Creating and Managing Stakeholder Networks.
  • Managing the Key Account Sales Cycle.
  • Communication in Key Account Management.
  • Aligning with the customer team.
  • Relationship Development.

Once participants have completed the Key Account Workshop they are briefed with a personal project designed to:

  • Activate the learning with one of their key accounts – the ‘Target Account’.
  • Provide a template to extend the learning to other accounts.

The project challenges participants to implement specific tasks and activities agreed upon between you and TLSA.

The project is usually completed over a two-three month period.

Participants present the results of their personal projects to senior management and TLSA.

The ROI is seen in the measurable results:

  • Achieved with the ‘Target Account’.
  • Projected results with other key account relationships.
  • The personal skills and knowledge developed by the individual account manager.

What will participants leave with?

Participants will leave the key account management programme with these valuable takeaways:


Account Plan

A plan for one key account that will act as a blueprint for all of the participants other key accounts.


Interactive Key Account Planner

The planner will help your people identify and profile your key accounts based on existing and potential business performance. Understanding the strategy and needs of your key accounts, creating a value proposition for each key account. They will use it to develop a communication strategy that aligns customer stakeholders with key people in your business, create strategies for relationship development and develop action plans for each key account.


Sales Cycle Qualifier

This unique planner provides accurate insight into the position of each sales cycle, perfect for identifying key actions to progress each business cycle, prepare business forecasts and identify areas of personal strength and development.


Key Account Management Manual

All our Ready To Go programmes are supported with a professionally prepared participant manual that cover the course content, all practical assignments and detail copy slides. Each participant is provided with the programme manual as a printed copy and in PDF format.


TLSA Completion Certificate

Each participant receives a ‘TLSA Completion Certificate’ as evidence they have completed the programme. If an external certification from a professional body is included with the programme the certificate will be provided by the professional body.

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