Course description

Key Account Management - 2 day advanced sales skills training course - Live Virtual Training

In today's fast-changing business environment, selling to key accounts is no longer just 'more of the same' for the salesperson. The ability to make major sales to major customers today requires a different set of skills, and this advanced-level programme will show you how.

This two day Key Account Management course has been developed specifically to give experienced account managers the up-to-date sales skills they need to respond effectively to new buying trends, such as increased pressure on costs, the use of new technology and the rise of procurement.

The interactive and highly intensive programme is designed to highlight and consolidate best practice, which involves a significant shift away from account management as a matter of 'maintaining' or 'farming' an account, and towards an active business development strategy. The goal is to give participants the tools to differentiate themselves by the way they sell, and to show them how to focus their efforts on the business that will create the most value.

By the end of the course delegates will have learnt to:

  • Apply the best strategy & tactics to modern account development
  • Tailor their selling style to each account, differentiating between 'insight' and 'consultative' selling
  • Be more persuasive in influencing buyers away from the competition
  • Make effective use of the LDL Account Mapping Guide

Suitability - Who should attend?

This Key Account Management course is suitable for experienced salespeople with key account responsibilities looking to gain more advanced skills in key account management and development. 

The course is delivered online via Zoom. Each day is split into separate sessions with breaks at scheduled intervals. 

Training Course Content

Course content includes:

  • How buying has changed and how sellers need to adapt accordingly 
  • How to unravel the account’s organisational structure and ‘politics’
  • How to design a modern day account development strategy 
  • Recognising the right business to target
  • How to network. The importance of LinkedIn 
  • How to sell into complex accounts with multiple decision makers
  • How to lead virtual or real teams towards commercial success 
  • How to be a trusted adviser and strategic partner 
  • Beyond solution selling - How to sell insights and stimulate gap recognition  
  • Understand the Psychology of a Buying Process
  • How to maintain motivation, confidence and self-discipline in the longer sales cycle
  • How to reduce the customer’s perception of risk
  • How to handle Procurement and the modern day buyer
  • Understand the customer’s perspective on your offering – How buyers use the Kraljik matrix
  • The importance of implementation 
  • How to turn a satisfied customer into a source of further business
  • How to become a profit improvement specialist by reducing customer costs or improving revenues 
  • How to sell ROI and strategic alignment


The cost of this course is £995 + VAT.

In-house & bespoke training

LDL can also deliver this course in-house at a location of your choice, or develop a bespoke programme to suit your particular organisational or departmental needs.

Customer Outreach Award 2019


We believe that it should be easy for you to find and compare training courses. 

Our Customer Outreach Award is presented to trusted providers who are excellent at responding to enquiries, making your search quicker, more efficient and easier, too.

Get Inspired! Watch the Video

Robin Fielder explains how your sales approach needs to change depending on what level of decision maker you are talking to in the account.

About provider

LDL Leadership Development

Leadership Development Ltd (LDL) is a leading international provider of training in leadership, management, sales and negotiation for professionals at all levels across an organisation, from front-line staff to senior managers. With over 30 years of experience in the sector,...

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Leadership Development Ltd

495 Fulham Road
SW6 1HH London

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Average rating 4.8

Based on 32 reviews.

PH, Sales Director
Excellent. Covered a lot of ground in two days. Very useful to put on paper what we should be doing in practise.
BQ, Sales Executive
Robin led the two days with great enthusiasm and empathy, allowing us all the space to share ideas and contribute. The resources provided will prove very useful and I feel I have a better understanding of the whole process.
MS, Key Account Manager, G2 Speech
A fantastic training package covering a variety of different but crucial aspects… feedback has provided me with plenty of information to go back and action.
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Case Study
Key Account Management
Cover The Bases

To succeed in key account management we must make lots of contacts and talk to lots of people within the account. One of the ways customers reduce risk is to ensure that as many of their people as possible are in favour of the decision.

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LDL Case Study

Read about how LDL brought the Carphone Warehouse together to retain managers and help employees live its new values.

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