Sie möchten immer über aktuelle und praxisrelevante Themen auf dem Laufenden sein? Abbonieren Sie das "Wissensmagazin mit Sinn für den Markt" - den NAA Newsletter!

»Newsletter abonnieren


International Key Account Management

International Key Account Management

Through the Key Account Development System, delegates will be introduced to a process that has been specifically designed to help plan and execute a sales strategy to suit prospective accounts, including complex long-term ones. It builds in all the planning techniques tha are required to help increase profitable sales. Your company′s key accounts are your competitor′s key prospects - and vice versa. Your profits depend more on acquiring, protecting and expanding key accounts than on any other single activity.

Ihr Nutzen

This course will give your Account Managers the all-important "edge". They will learn to analyse organisation structures and allow for "politics"; they will learn to handle competition; they will learn to motivate and negotiate with influencers and decision makers.


  • Any member of your sales team whose responsibilities include handling key customers
  • Key Account Executives
  • National Account Managers
  • Field or National Sales Managers and Sales Directors
  • Basic selling techniques will not be covered at all and it will be assumed that delegates are fully trained and experienced in these subjects


  • Definition of Key Accounts and Key Account Management
  • Key Accounts Selling Styles and Roles
    • Learn about the different roles in Key Account Selling
    • Looking at the skills, knowledge and at tributes of each
    • Compare answers with others
  • Identifying your Key Accounts
    • Learn how to identify potential Key Accounts through a process that ranks your target accounts according to several criteria including: account attractiveness, account potential and relationship analysis
    • Help to identify and prioritize your accounts.
  • The Account Management System
    1. Research
    2. Analysis
    3. Strategy
    4. Tactics
  • Investigation for Key Accounts
    • Learn how to investigate at senior level
    • Learn about the Consequential Questioning Technique: Circumstance, Concern, Consequence and Concluding questions
    • Understand the decision process and factors; priorities, needs and wants.
  • Account Prioritisation
  • Negotiation Planning/Business Presentations
    • Learn how to plan for Key Account negotiations with our negotiation planner
    • Which variables in which order?
    • Learn to plan for successful business-tobusiness presentations with our presentation builder and check list.
  • Action Plans
    • A prioritized plan of action for yourself and your accounts
    • A system you can tailor to suit all yourkey accounts


  • Lecture
  • Class and group discussions
  • Examples and cases will be used
  • Best Practice Stories
  • Video Feedback

Please have your Key Accounting materials with you.

»Zurück zum Seitenanfang
  • Vorgeschlagene Dauer: 2 days
  • Code S 10
  • Anmeldung/Informationen
    Telefon: ++49.911.919769-0
    Fax: ++49.911.919769-20