Enhancing profitability is the priority of all account managers. But, it is quality, not quantity, of relationships that maximise this and raises a normal account to the status of key account.

This Key Account Management course delves deeper into the essential preparation, processes and action-points required to effectively grow business through key stakeholders. By covering advanced tools and techniques concerning analysis, prioritisation, strategy and relationship management, this course enables attendees to heighten their skill-set and add-value to their organisation and their clients.

Join Joseph Liu and develop highly beneficial and mutual outcomes for your accounts and ensure that they become vital to the growth of your organisation.

About the Chair: Joseph Liu
Joseph Liu helps professionals relaunch their careers by more powerfully marketing their personal brands. His work is informed by 10 years of global marketing experience in the US &UK  managing brands including Glad, Liquid-Plumr, Gü Puds, and Häagen-Dazs, his involvement with four major brand relaunches, and 500+ hours of professional career coaching. He now applies principles used to build & relaunch consumer brands to help professionals and aspiring business owners build & relaunch their personal brands.
Joseph has served as a TEDx speaker and has been featured in The Huffington Post, Monster Jobs, Career Builder, Fast Company, and Marketing Week. He’s the host of the Career Relaunch Podcast, featuring inspiring stories of career change.  He received his Associate Certified Coach (ACC) credential from the International Coach Federation, MBA from the University of Michigan, Ross School of Business, and Bachelors of Arts in Psychology from Northwestern University.

Learning Outcomes

  • Define and review what success looks like for you and your organisation
  • Discuss the importance of a well-prepared approach to analysis and prioritising
  • Develop advanced relationship management techniques
  • Learn how to keep stakeholders happy, even when you aren’t actively utilising them
  • Create an individualised strategy towards key accounts that you can take back to the workplace
09:15 - 09:45


09:45 - 10:00

Trainer’s Welcome and Clarification of Learning Objectives

10:00 - 11:00

Defining What Success Looks Like

  • How key account management differs from general account management
  • Identifying behaviours of a successful account manager
  • Discussing the definition of ‘key accounts’ and how that will differ across sectors
11:00 - 11:15

Morning Break

11:15 - 12:00

Account Analysis

  • Identifying opportunities to maximise all accounts
  • Research and intelligence – knowing your audience and their objectives
12:00 - 12:45

Which Account Should You Priorities? Why and How?

  • How to maximise all opportunities
  • Assessing ROI and allocating your time accordingly, whilst maintaining a positive and mutually beneficial relationship
  • SWOT – How to use this key technique effectively
12:45 - 13:45

Lunch Break

13:45 - 14:15

DISCUSSION: What Came First, The Analysis or the Prioritising?

In this discussion-based session, delegates will revisit the mid-morning topics and develop an understanding of the pros and cons when approaching account prioritisation and analysis: When is it appropriate to analyse first and prioritise second, and vice-versa. This will allow delegates to create a bespoke outlook dependent on their personalised needs and situation.

14:15 - 15:00

Your Key-Account Strategy

  • Long-term goal-setting for individual accounts
  • How to develop and account from end-to-end
  • The importance of having a short-, mid- and long-term vision/strategy
  • Building in touch points, that span platforms: phone, email, F2F meetings
  • Identifying and plotting account potential
15:00 - 15:15

Afternoon Break

15:00 - 15:30

Relationship Management

  • Advanced account mapping: creating structure in relationships
  • Identifying and prioritising different roles of relationships, e.g. people with influence, decision-makers etc.
  • Review meetings and their importance
  • How to make the most of and organise multi-level accounts
15:30 - 16:00

From Supplier to Partner: Creating a Smooth, Natural Transition


Feedback, Discussion, Evaluation & Close

Joseph Liu

Joseph Liu helps professionals relaunch their careers by more powerfully marketing their personal brands. His work is informed by 10 […]

View profile

Central London