Contents
Key account management put to the test
- Differences to industry or regional sales - align internal cooperation with customer-specific requirements - define action requirements.
- Offer synergies across departments/regions - The entire organization supports key accounts.
What characterizes a professional approach to key account management
- Six pillars of implementation - recognizing dependencies - integrating existing sales force structures - identifying and adjusting levers.
- Redesigning support. Building win-win partnerships - strategy paper as orientation for account teams.
- Selection criteria for key accounts - consider quantity and quality. Regional/product-specific vs. customer-specific focus.
- Develop key accounts and not support them.
Potentially effective key account analyses (profiling)
- Holistic view of key accounts: Acquisition-based entry via the management levels, avoid purchasing initially. Stabilize the customer relationship holistically.
- Align purchase decision criteria with added value, benefit and advantage dimensions specifically and in line with customer perception.
- Make the services offered tangible in monetary/emotional terms.
Importance of the key account plan in/after a crisis
- Development/structuring of strategically relevant information. Areas of tension: "Nice to know" vs. usable knowledge or strategic vs. operational relevance for the acquisition approach.
- Lessons learned from the coronavirus crisis: drawing conclusions for the future.
- New perspectives enable business contacts with other decision-makers at management level.
The key account manager as a success factor
- New role awareness: consultants who understand their customers' markets. The importance of efficiency and effectiveness in day-to-day work.
- Establish a new team understanding towards key accounts.
Transfer coaching
After the training you will receive 1 hour of free, individual transfer coaching (by telephone/video) with your trainer.
Learning environment
In your online learning environment, you will find useful information, downloads and extra services for this qualification measure after you have registered.
Your benefit
You will learn and train the interrelationships, modes of action, methods and instruments of successful key account management in order to shape your customer relationships in a long-term and sustainable manner.
You will learn how to
- Successfully shaping and developing key account management,
- Change your perspective and address the findings,
- Represent added value for the key account,
- Design your customer plan and derive ideas,
- can support the holistic approach of your company,
- Use customer information unerringly for adequate potential,
- systematically involve the sales force,
- can use key account management for themselves across all sectors.
The introduction of key account management is accompanied by new challenges, both internally and towards customers. Many suppliers already look after their strategic customers, the key accounts, with particular attention and in a special way. A holistic approach that takes into account internal conflicts of interest and interpersonal aspects, among other things, requires a great deal of attention. The pre-sales phase is particularly important for the key account manager. It enables customer-specific solutions that stand out from the competition at an early stage.
Those who can position themselves convincingly for the future will remain in the circle of potential suppliers. Learn the prerequisites for being able to meet your key accounts/key customers at eye level as a key account manager.
Methods
You will gain a practical and intensive understanding of the important technical and methodological skills of key account management. The focus is on individual and group work, personal advice, discussion of practical and best-practice examples, exchange of experience, trainer input, experiential and action-oriented learning. You will receive direct feedback on questions that will help you move forward!
Recommended for
Key account managers, sales engineers, colleagues who work with key account managers or sales, managers who actively support the KAM process and/or would like to reflect on their existing concept. Interested sales representatives.
This training is aimed at participants who offer capital goods and services. For participants who sell branded goods and consumer goods, we offer BNR 30687 and BNR 30697.
Further recommendations for "Managing key accounts professionally I"
Attendees comments
"Very good theory and lots of practical examples! Space for discussions and practical exercises!"
"The training met my expectations exactly."
"Humorous, interesting and very lively presentation of a difficult subject."
"The instructor competently addresses individual topics in a practice-oriented manner and also works in small groups."
"Exciting and entertaining lectures in which you are well involved and get helpful tips for your work."
"It was a great insight into the "Key Account" area. You learn how to manage professionally within two days. I am thrilled!"
"I particularly liked the emotional nature and the specialist knowledge of the speaker."
"I particularly liked the entertaining way in which the content and information was conveyed."
"The trainer was excellent, personable and took his time."
"It was an entertaining training with good examples."
"I liked the atmosphere and the group. The trainer conveyed the topics very well."
"I particularly liked the open exchange and the response to questions."
"I particularly enjoyed the exchange with the speaker and the other participants."
"I particularly liked the teamwork, the very good presentation and the very good preparation."
"I particularly liked the relaxed and open atmosphere."
Seminar evaluation for "Managing key accounts professionally I"
5066
Start dates and details
Monday, 02.06.2025
09:00 am - 5:00 pm
Tuesday, 03.06.2025
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Tuesday, 08.07.2025
09:00 am - 5:00 pm
Wednesday, 09.07.2025
08:30 am - 4:30 pm
Monday, 21.07.2025
09:00 am - 5:00 pm
Tuesday, 22.07.2025
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Thursday, 07.08.2025
09:00 am - 5:00 pm
Friday, 08.08.2025
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Thursday, 28.08.2025
09:00 am - 5:00 pm
Friday, 29.08.2025
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Monday, 20.10.2025
09:00 am - 5:00 pm
Tuesday, 21.10.2025
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Thursday, 06.11.2025
09:00 am - 5:00 pm
Friday, 07.11.2025
08:30 am - 4:30 pm
Thursday, 11.12.2025
09:00 am - 5:00 pm
Friday, 12.12.2025
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Monday, 12.01.2026
09:00 am - 5:00 pm
Tuesday, 13.01.2026
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Monday, 09.02.2026
09:00 am - 5:00 pm
Tuesday, 10.02.2026
08:30 am - 4:30 pm
Thursday, 12.03.2026
09:00 am - 5:00 pm
Friday, 13.03.2026
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Monday, 20.04.2026
09:00 am - 5:00 pm
Tuesday, 21.04.2026
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Tuesday, 12.05.2026
09:00 am - 5:00 pm
Wednesday, 13.05.2026
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
You will find the event hotel here at least 6 months before the start of the event. As soon as the event hotel has been confirmed, we will inform the registered participants by e-mail. The event hotel is located within a radius of approx. 25 km from Cologne or Düsseldorf main station.
Monday, 08.06.2026
09:00 am - 5:00 pm
Tuesday, 09.06.2026
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Monday, 20.07.2026
09:00 am - 5:00 pm
Tuesday, 21.07.2026
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Tuesday, 28.07.2026
09:00 am - 5:00 pm
Wednesday, 29.07.2026
08:30 am - 4:30 pm
Tuesday, 08.09.2026
09:00 am - 5:00 pm
Wednesday, 09.09.2026
08:30 am - 4:30 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Training is guaranteed to take placeThe next booking ensures this course will take placeThe participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
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