Get In Touch
85 Eloff Street, 805 Royal Place, Cnr Kerk and Eloff Street- +27 73 915 5359
- admin@gytraining.co.za
📍 Sandton, Johannesburg
15–16 April 2026
Protea Hotel Marriott by Balalaika, Sandton
2 Days
Introduction
In today's competitive market, organisations must prioritise the right customer relationships. Not every account deserves the same level of attention — and organisations that fail to make that distinction risk misallocating resources, losing high-value clients, and ceding ground to competitors who are more deliberate about where they focus.
This workshop gives a clear and practical approach to Key Account Management. Participants learn how to manage, grow, and protect high-value accounts using proven tools and methods that can be applied immediately on return to the workplace.
This workshop will highlight how to:
- Conduct objective segmentation to identify and prioritise key customers
- Develop and execute a comprehensive key account strategy
- Strategically protect key accounts from competitors to enhance retention
- Engage in consultative selling to establish a trusted advisor role
- Deepen insights into key accounts — their objectives, decision-makers, and purchasing dynamics
- Use AI tools to analyse customer behaviour, stakeholder maps, and buying signals
- Optimise organisational resources to fully support and drive value within key accounts
Objectives
- Implement a complete key account management framework to maximise customer value
- Segment and prioritise accounts using a proven, objective methodology
- Develop customised strategies for each priority account segment
- Strengthen client relationships through consultative selling and trusted advisor positioning
- Construct and implement practical key account plans with clear accountabilities
- Measure success using KPIs and performance tracking frameworks
- Build long-term, mutually beneficial relationships with key customers
Training Methodology
Short Focused Presentations
Practical content delivered concisely — no lengthy theory, only tools and techniques you can apply immediately.
Real-World Case Studies
Analysis of real KAM successes and failures from the South African and global business context.
Group Work & Individual Exercises
Participants apply frameworks to their own accounts during the workshop — leaving with work already started.
Role Plays & Constructive Feedback
Practise handling client objections and negotiations in a safe environment with direct facilitator feedback.
Organisational Impact
By enrolling employees in this workshop, organisations will benefit from:
- A well-defined strategy to strengthen existing business and drive future growth
- A data-driven approach to resource allocation — ensuring focus on high-potential accounts
- Enhanced effectiveness of key account managers in driving account success
- Improved company-wide understanding of customer needs and stronger client relationships
- Elevated status as a strategic partner — not just a supplier — to key accounts
- Greater accuracy in forecasting and improved outcome predictability
- The capability to anticipate and proactively address competitor actions
Personal Impact
As a delegate, you will:
- Gain an in-depth understanding of the scope and core competencies required for effective KAM
- Develop the ability to construct and implement a robust key account plan
- Recognise and manage the various stages within key account relationships
- Identify growth potential within key accounts and create strategies to unlock it
- Build advanced negotiation and influencing skills for high-stakes client conversations
- Leverage AI tools to analyse accounts more intelligently and act with greater confidence
Who Should Attend
This workshop is suitable for a wide range of professionals involved in managing, growing, or supporting high-value client relationships. It is particularly valuable for those responsible for revenue growth and account retention.
Business Development Professionals
Key Account Managers
Global & Strategic Account Managers
Senior Sales Staff
Sales & Marketing Managers
Sales & Marketing Directors
Workshop Outline
Day 1
Foundations of Key Account Management
What KAM is, why it matters, how to select and classify accounts, and how to build a strategy
Opening
Welcome, Objectives & Workshop Overview
Setting the tone — what we will cover, how we will work together, and what each participant wants to take away.
Session 1
What is Key Account Management and Why It Matters
KAM is a strategic discipline, not a sales technique — organisations that treat it as such outperform those that do not.
- Explaining key account strategy and what distinguishes it from standard account management
- Why organisations adopt KAM and what they expect to gain
- Who is involved — the roles and responsibilities across the organisation
- How to execute a KAM strategy — from design to implementation
- Common pitfalls and traps to avoid from the outset
Session 2
Selecting and Classifying Key Accounts
Not all customers are key accounts — and treating them all the same is a costly mistake that most organisations are making right now.
- A proven, objective process for analysing and classifying all customers
- How many key accounts an organisation should realistically have
- Why the question is not who your key account is — but whether they see you as a key supplier
- Developing differentiated strategies and resourcing decisions for each customer type
- Practical classification exercise: applying the process to your own customer base
Session 3
Developing a Key Account Management Strategy
A KAM strategy without a plan is a wish — participants will begin drafting a real account plan during this session.
- The components of a comprehensive KAM strategy
- Aligning your KAM approach with broader organisational goals
- Pitfalls and traps to avoid in account selection and strategy design
Case Study & Exercise
Successful KAM Strategies in Practice
Learning from what has worked — and what has failed — in real key account management contexts.
- Case study: successful KAM strategies and the decisions behind them
- Group exercise: drafting a key account plan for a priority account
- Wrap-up, reflections, and overnight challenge for Day 2
Day 2
Strategy and Execution
Understanding accounts deeply, building value propositions, negotiation, and measuring success
Session 4
Understanding Key Accounts: How They Work and What They Really Want
Most account managers think they know their clients. This session reveals how much is typically missed — and how to fill those gaps.
- Account segmentation — understanding what drives each type of customer
- Understanding the customer's decision-making process from the inside
- Understanding the customer's internal politics and how to navigate them
- How the macro-environment affects each customer — and what that means for your approach
- How to be persuasive and develop compelling customer propositions
Session 5
Using AI to Analyse Customer Behaviour and Build Account Intelligence
AI is changing what is possible in account management — participants will learn practical tools they can use immediately.
- Using AI to analyse customer behaviour patterns and buying signals
- Building stakeholder maps and account intelligence with AI support
- Building compelling value propositions using real account intelligence
- How to build value propositions that are specific, credible, and persuasive
Session 6
Advanced Negotiation, Influencing & Handling Objections
The ability to negotiate and influence at a senior level is what separates good account managers from exceptional ones.
- Advanced negotiation and influencing skills for complex client situations
- Role play: handling client objections and challenges with confidence
- Driving growth through cross-selling and upselling in existing accounts
Session 7
Measuring Success and Your Personal Action Plan
What gets measured gets managed — participants will leave with both a measurement framework and a clear next step.
- KPIs and performance tracking frameworks for key account management
- Personal action planning — committing to specific next steps before leaving
- Closing remarks and workshop wrap-up
Certificates
Certificate of Attendance
On successful completion of this workshop, participants will receive a Certificate of Attendance from Marble Technologies.