Why choose this programme?

Managing and developing key accounts is of vital importance to the health of every organisation. It pays to pay them attention.

On this three-day programme, you will learn how to improve your customer retention rate while we supply all the tools necessary to develop and grow your key customers.

This programme is for you if…

You want to retain,
develop and grow key customer accounts

In Brief

Programme Date Programme Date:
03 May 2022
Duration: Duration:
3 days
Seniority: Seniority:
Early Career
Non-member fee: Non-member fee:
Member fee: Member fee:

Growing Key Accounts

Key takeaways

Customer Retention

Make sure they come back again and again. Learn how to continuously add value, develop relationships and innovate in terms of delivery.


Make every negotiation a win-win. Manage relationships for the long-term and deal with high-pressured situations.

Grow Revenues

Maximise the value from your key accounts. Grow revenues and produce sustainable profitable growth.

Programmes themes

Day 1: Key account performance and potential
  • Access the performance (and potential) of your organisation in retaining and growing its customers.
  • Identify strengths as well as opportunities for improvement
  • Explore the difference between key account management and key account development
Day 2: Becoming a preferred supplier
  • Create a key account portfolio
  • Map your position within your key accounts
  • Profile your key accounts in terms of procurement best practice
  • Explore strategies to help your organisation become (and retain) the status of ‘preferred’ or ‘strategic’ supplier
Day 3: Roadmap for success

Develop a growth plan for one of your key accounts from a powerful key account planning template

What our graduates say

Jennifer Hoey
I work with a lot of prospects of varying sizes all the time. The programme gave me the tools to analyse potential donors, helped me prioritise my sales focus, and gave me new thinking on how to leverage internal support when necessary. Today, I am able to target potential donors much more effectively.
Jennifer Hoey
Corporate Partnerships Manager, Concern Worldwide