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Key Account Management

by Fred Mills

Languages: English

Price (from): €1,000 / day

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About the trainer:

Fred is a Senior Consultant of 30 years’ standing specialising in Marketing, Sales, Customer Service and Key and Global Account Management

He obtained his B.Sc Honours Degree from Manchester Metropolitan University, Manchester, UK. and a Masters in Business Administration (MBA) Degree from the Lancashire Business School in Preston, UK.  He also holds the Diploma of the Chartered Institute of Marketing

Fred ran a multi million dollar business in the Pharmaceutical Industry for many years before setting up as a Consultant.  In the intervening years he has worked with a number of ‘Blue-Chip’ companies including Mars/Masterfoods, Pfizer and GSK.

As a trainer and Consultant, Fred worked for three years with Europe’s foremost writers and thinkers in Key Account Management, Peter Cheverton and Prof. Malcolm McDonald where he was tasked with creating practical tools and strategies for the execution of their writings into best practices in many industries.


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Key Account Management by Fred Mills

About the training

#Improved strategic partner status   #Identify and develop potential in your key accounts   #Develop long-term mutually beneficial relationships   #Communicate more effectively with key customers

Customers are important, but they are not Equally important. Customers have a dizzying array of different needs and are often faced with an overwhelming choice of similar suppliers. Conversely, organisations have very finite resources with which to serve and service these customers. Finding the correct strategy for each and aligning strategy, tactics and resources accordingly is at the heart of Key Account Management. We will give delegates a robust, proven and Qualitative approach to classifying customers and then developing appropriate strategies for each. This training course will explore best practices and help delegates highlight where their skills and practices must be developed. In this Key Account Management: Best Practices training course you will develop essential key account management skills, learning how to effectively manage your most valuable existing accounts, leading to improved customer satisfaction and increased customer loyalty. This highly engaging and practical Key Account Management training course will prepare all delegates to manage key accounts effectively. Business is evolving rapidly, buyers are getting more sophisticated and technology is being deployed more than ever, creating additional buying channels and great opportunities for the modern Key Account Manager who wishes to maximize revenues and profits. Developments in technology, shifting markets and increasing pressure on costs are changing the way organisations buy.

Learning outcomes

A clear strategy

A clear strategy for consolidating current business and future growth

“how to back the right horses”

A clear, reasoned approach to resourcing “how to back the right horses”

More effectivness

More effective key account managers

An improved corporate relationships

An improved corporate wide understanding of customers and better long-term relationships

Ability to anticipate

Ability to anticipate and counter the efforts of competitors

Develop a key account plan

Be able to develop a key account plan

The stages of a key account relationship

Recognize the stages of a key account relationship

Develop potential

Identify and develop potential in your key accounts

Virtual team environment

Utilize internal resources in a virtual team environment


  • Day 1: What is Key Account Management (KAM)?

  • Day 2: Selecting Key Accounts

  • Day 3: Understanding our Key Accounts, how they work and what they really want

  • Day 4: Leading a KAM team and implementing your KAM strategy

Main benefits

  • #Wide collection of the biggest experts
  • #Filters for all kinds of needs
  • #User friendly platform
  • #Fast and cheap
  • #Highest level of proficiency