Key Account Management (KAM) Training
Key Account Management (KAM) Training
Date and Time
Date: Sep 24-26, 2025, 8:30 AM – 5:00 PM
Venue
Nairobi,Kenya
Overview
Key Account Management (KAM) is a strategic approach to managing and growing the organization’s most important customers — those that are essential to long-term business success. This training equips participants with the mindset, tools, and techniques needed to build strategic partnerships with key clients, deliver sustained value, and drive long-term growth. Participants will learn how to identify key accounts, manage complex relationships, and align solutions to client needs.
Learning Objectives
By the end of the course, participants will:
• Understand the strategic value of key account management.
• Identify, segment, and prioritize key accounts.
• Develop customized account plans based on client-specific needs.
• Strengthen relationships through trust, communication, and solution selling.
• Coordinate internal teams to deliver superior value to key clients.
• Grow account revenue and improve client retention.
Who Should Attend
- • Key Account Managers and Strategic Account Executives
- • Sales Managers and Business Development Officers
- • Client Relationship Managers
- • Customer Success Teams
- • Marketing and Commercial Managers
- • Senior Sales Leaders working with enterprise-level clients
- • Service Delivery Managers responsible for post-sale client experience
Workshop Outline / Modules
Module 1: Introduction to Key Account Management
• Definition and purpose of KAM
• Differences between KAM and traditional sales
• The value of strategic accounts to the business
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Module 2: Identifying and Selecting Key Accounts
• Criteria for selecting key accounts
• Strategic vs. tactical accounts
• Key account segmentation models
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Module 3: Understanding the Client's Business
• Industry research and client profiling
• SWOT analysis of key accounts
• Mapping client needs and growth drivers
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Module 4: Building Strategic Relationships
• Identifying decision-makers and influencers
• Developing trust and credibility
• Communication and engagement strategies
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Module 5: Account Planning and Goal Setting
• Setting objectives for account growth
• Developing long-term account roadmaps
• Aligning internal capabilities with client expectations
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Module 6: Solution-Based Selling for Key Clients
• Needs-based and consultative selling approaches
• Customizing offerings to client challenges
• Co-creating solutions with clients
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Module 7: Cross-Selling and Up-Selling Techniques
• Identifying expansion opportunities
• Timing and positioning of new offers
• Leveraging past success for future growth
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Module 8: Managing Complex Stakeholder Networks
• Navigating matrix client structures
• Influencing multiple stakeholders
• Handling internal politics diplomatically
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Module 9: Internal Team Coordination and Collaboration
• Forming internal key account teams
• Communicating across departments
• Using CRMs and shared planning tools effectively
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Module 10: Negotiation and Conflict Management
• Handling pricing and service negotiations
• Managing difficult conversations professionally
• Preserving relationships while protecting margins
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Module 11: Monitoring Performance and Delivering Value
• Key metrics and client KPIs
• Measuring success and satisfaction
• Ensuring consistent value delivery
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Module 12: Sustaining and Growing Key Accounts
• Building loyalty and advocacy
• Creating long-term partnership strategies
• Using feedback to improve service and retention
Facilitator
Global Leadership Institute Certified Trainers
Investment / Fees
- Standard Fee: KSh 89,000 per participant
- Group Discount:(3+ participants)- 10% off the standard fee
- Includes training materials, lunch, tea/coffee breaks, and certificate.
Registration Deadline
Sep 22,2025
How to Register
- Register here: www.leadership.co.ke/register/ or click “Register/Apply to Attend”.
- Then, payment details will be shown/visible & automatically emailed to you.
- Once payment is received, you’ll get a confirmation & pre-read pack 1 week before the workshop.
- Need help? Call +254 722 223 084 or +254 20 260 3433 or +254 722 517 646(9 AM–5 PM EAT).
