For most South African sales organisations, the fastest route to revenue growth is not a new client. It is an existing one. Key account managers who can plan strategically, navigate complex stakeholder relationships, and negotiate with confidence protect and grow the accounts that matter most. The Sales Institute’s Key Account Management programme gives them the methodology to do it consistently.
The Key Account Management programme is a 12-hour structured programme built around the core disciplines that distinguish a strategic account manager from a relationship manager. Every module connects to a commercial outcome.
An introduction to the core concepts, roles, and responsibilities of the key account manager. Why KAM matters, what best practice looks like, and how the role differs from standard account management.
A structured framework for deciding where to invest time, energy, and resources for maximum return. Assessing strengths, weaknesses, and unique advantages. Understanding the customer’s business environment and building a focused sales strategy.
A step-by-step guide to building a robust account plan. Clarifying the potential of each account, working with value chains, planning for long-term development, identifying threats, and setting specific commercial goals and objectives.
Building long-term relationships requires co-creating solutions that allow both parties to achieve their objectives. How to communicate compelling joint value propositions, leverage joint capabilities, and integrate common language and process into the client relationship.
Mapping and influencing multiple stakeholders across the account hierarchy. Building an authority influence matrix, identifying where real decision-making power sits, and coaching internal advocates to achieve shared goals.
Co-ordinating with internal account and sales teams to deliver on client commitments. How to qualify the opportunity, prepare effectively, deliver a successful kick-off meeting, and conduct a structured debrief.
Presenting solutions in a way that helps decision-makers evaluate them against strategic business objectives. What goes into a compelling business case, how to measure and communicate value, manage risk, and secure commitment.
Negotiating final terms in a way that benefits both parties without damaging the relationship. Planning for negotiations, managing different personalities, handling objections, and creating measurable value that takes pressure off price.
Delivered at your premises anywhere in South Africa.
Via Microsoft Teams, same content and facilitation quality.
Structure and scheduling confirmed during scoping.
The Sales Institute has spent over 25 years perfecting sales performance for the world’s leading brands. Our Certificate in Professional Selling has been trusted by sales teams at some of the world’s most recognised companies for over 25 years.
Key account management is a structured approach to managing and growing an organisation’s most valuable client relationships. It goes beyond day-to-day account servicing — it involves strategic planning, stakeholder mapping, joint solution development, and commercial negotiation to protect and expand revenue from high-value accounts.
This programme is designed for account managers, senior account managers, and strategic account teams who are responsible for managing and growing large, complex client relationships. It is also suited to business development managers transitioning into key account roles.
The Key Account Management programme is a 12-hour programme.
Yes. The programme is delivered onsite at your premises anywhere in South Africa or virtually via Microsoft Teams, with the same content and facilitation quality in both formats.
Key account management requires a different skill set from standard selling. This programme is specifically designed for the strategic, relationship-driven, and commercially complex nature of managing high-value accounts, not adapted from a general sales curriculum.
Contact us directly and we will structure the programme around your team size, account complexity, and scheduling requirements.
