Certificate In Key Account Management

Course Overview

This eight-week Key Account Management Course is designed to equip key account managers with the capabilities to build and maintain strategic partnerships with high-value clients. It focuses on long-term, mutually beneficial relationships that enhance profitability, increase customer loyalty, and improve organisational outcomes. Participants will learn how to co-create solutions, present compelling business cases, and navigate complex stakeholder dynamics to drive strategic account growth. The course is ideal for sales professionals transitioning into a more consultative, partner-oriented role. As a trusted training service provider in South Africa, we deliver practical, high-impact learning that empowers professionals to lead with confidence and create lasting client value.

Course Objectives

Course Outline

  • Define KAM and its role in modern business strategy
  • Understand the responsibilities of a key account manager
  • Explore best practices in strategic account management
  • Recognise the shift from transactional selling to partnership-based selling
  • Evaluate which accounts warrant strategic investment
  • Match effort to expected return using a structured framework
  • Assess internal strengths and identify client opportunities
  • Develop a targeted sales strategy aligned to business outcomes
  • Set long-term growth goals for each key account
  • Map value chains and identify value-creation levers
  • Respond to threats from competitors and market shifts
  • Translate account goals into measurable objectives
  • Partner with clients to co-develop value-driven solutions
  • Communicate mutual benefits through aligned messaging
  • Integrate shared capabilities into tailored offerings
  • Use structured frameworks for collaborative innovation
  • Embed a common language and approach for delivery
  • Map stakeholders and their influence within the account
  • Navigate complex hierarchies to reach decision-makers
  • Coach client champions to support your proposal internally
  • Influence a broader ecosystem to drive buy-in and support
  • Coordinate internal sales and support teams around account plans
  • Run effective planning and kick-off sessions
  • Practice and prepare for team-based account engagements
  • Debrief and refine approaches for continuous improvement
  • Develop persuasive, insight-driven business cases
  • Align proposals with client strategy and metrics
  • Measure value creation and present clear ROI
  • Use storytelling and data to secure executive-level approval
  • Plan and prepare for complex, multi-party negotiations
  • Manage diverse personalities and hidden objections
  • Maintain a collaborative tone while protecting margin
  • Use structured negotiation techniques to reach win-win outcomes
  • Shift focus from price to measurable joint value
Key Account Management Course

Delivery Method

Build and maintain strategic partnerships with high-value clients.

Learn how to co-create solutions, present compelling business cases, and navigate complex stakeholder dynamics to drive strategic account growth, enroll in the Certificate in Key Account Management Course now. 

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