A Highly Interactive Training Course On

Strategic Key Account Management

How to Become the Preferred Supplier to your Key Account Customers

Classroom Sessions

02-06 Jun 2025
London
$5,950
06-10 Oct 2025
Dubai
$5,950

Course Introduction

How can you win key accounts and achieve preferred supplier status with them?

For many B2B companies, a major challenge is developing a clear key account strategy that builds strong relationships at multiple levels within a customer's organization. This strategy requires a deep understanding of the customer's challenges and insights that enhance your value, positioning you as a valuable partner rather than just another transactional supplier.

This Strategic Key Account Management training course provides practical guidance on achieving this success. Through real-life B2B examples and experiences from the course director, you will learn how to implement effective key account strategies and secure preferred supplier status with your clients.

 

Training Objectives

By the end of this COPEX training course, you will be able to:

  • Design a key account strategy and apply it in practice
  • Elevate the status of your organisation within the key account
  • Construct value propositions that win preference with the right people
  • Overcome the challenge of buyers who want you to lower your prices
  • Influence the customer’s specification and negotiate from a stronger position
  • Use your key account team more effectively

Who should Attend?

This COPEX training course is suitable to a wide range of professionals but will greatly benefit:

  • Global Heads of Key Accounts who want to secure Key Account customers globally
  • Key Account Directors who want to become the Key Account customer’s preferred partner
  • Key Account Managers who need to construct and implement a credible Key Account plan
  • Key Account Team Members who are required to contribute to the Key Account plan
  • Other managers who are required to understand the Key Account plan and support it

Course Outline

Day One: Understanding the Principles and Stages of KAM
  • The principles of effective key account management
  • Understanding the five levels of KAM
  • Information required to construct a key account strategy
  • Structuring the key account strategy
  • Putting your objectives and strategy into context
  • Identifying the customer’s challenges and Key Success Factors
Day Two: Understanding the Customer’s Capability Gaps, Discovering Insight on Decision-makers and Influencers, Constructing Personas and Competing in the Account
  • Finding and filling their capability gaps
  • Identifying hidden influencers in the key account
  • Discovering their challenges and priorities
  • Understanding their attitudes, perception and motivation
  • Creating and using personas
  • How to tackle competitors in the account
Day Three: Defining your KSFs, Describing your Strategy and Objectives, Prioritising People to target, Influencing the Specification, Building Credibility and Communicating
  • Defining your KSFs for the account
  • Explaining and justifying your strategy and objectives
  • Targeting to influence the product specification
  • Building relationships with key decision-makers
  • Developing credibility outside the account
Day Four: Putting the Communications Plan into Action to Win Preference, Influence Purchasing Decisions, Negotiate and Overcome Price Objections from Buyers in the Key Account
  • Communicating inside the key account
  • Becoming the thought-leader externally and internally
  • Offering the customer superior value propositions
  • Communicating to make your prices buyer-proof
  • Using principled negotiation with the key account
Day Five: Defining the Tools and Templates to Build and Manage the Key Account Strategy
  • Templates and tools to construct the key account strategy
  • Tools to manage and control the strategy
  • Forming the key account team
  • Using colleagues from different disciplines to add value in the key account
  • Building and maintaining motivation for your key account strategy

Certificates

  • COPEX Certificate of Attendance will be provided to delegates who attend and complete the course
Whats Makes Copex Courses Unique?

COPEX Training is your gateway to professional growth, with over 20 years of experience turning potential into success. Each year, we deliver over 1,000 courses in 50+ countries, earning a stellar 98% satisfaction rate. Trusted by global giants like BP, the United Nations, and HSBC, we partner with top certification bodies to provide career-focused training that empowers individuals and drives organizational breakthroughs. Our mission? To transform the way professionals learn and grow in today’s fast-changing industries. Through expert insights, cutting-edge methods, and hands-on approaches, we equip you with the skills and confidence to tackle challenges, seize opportunities, and thrive in your career.

Led by a passionate leadership team and supported by a network of world-class trainers, COPEX Training connects professionals worldwide with life-changing opportunities. We are committed to excellence, ensuring every participant leaves with the tools, expertise, and confidence to conquer an ever-evolving world.

Frequently Asked Questions

This FAQ section provides quick answers to the most common questions about our services, procedures, and policies. We aim to make your experience with us as straightforward as possible. For further assistance, our support team is ready to help.

What is COPEX?

COPEX stands for “Competency Enhancement Programs” These courses are designed to develop and enhance the skills and knowledge of professionals across various sectors.

What are the benefits of attending COPEX training courses?

Enhanced Skills: Develop in-demand skills and knowledge in your chosen field.
Career Advancement: Improve your career prospects and increase your earning potential.
Increased Confidence: Gain confidence in your abilities and enhance your professional presence.
Networking Opportunities: Connect with other professionals and industry experts.
Improved Job Performance: Enhance your productivity, efficiency, and job satisfaction.
Personal Growth: Develop valuable personal and professional skills that can benefit you in all areas of life.

What makes COPEX training courses unique?

Experienced Instructors: Courses are delivered by highly qualified and experienced instructors with industry expertise.
Interactive Learning: Engaging and interactive learning methods, including workshops, simulations, case studies, and group discussions.
Practical Application: Focus on practical skills and real-world applications, enabling you to apply your learning immediately.
Flexible Learning Options: A variety of course formats available, including classroom training, online courses, and blended learning.
Certification & Recognition: Upon successful completion, you may receive industry-recognized certifications.

What is the cost of COPEX training courses?

The cost of COPEX training courses varies depending on the course duration, content, and delivery method.

How can I register?

There are several ways to register in our public training courses:
Online – Browse the Training Plan, select the course of choice, click on the button
“Register Now” inside the course outline page.
E-mail – Send the details (name, company name, email address and training course of
choice) of your nomination to [email protected]
Telephone – +971 4 368 6886 or +971 50 106 2750

When will I receive the confirmation for my registration/s?

Upon successful registration, processing window will take not more than 24 hours from the time of registration. An email including the registration confirmation, invoice and joining instructions will be sent to the provided email address.

What is included in the training fee?

Published training course fees are inclusive of the training venue, training manual, writing materials, lunch and coffee breaks with refreshments over the entire duration of the training course.

What are the available payment methods?

The training course fee can be settled by either:

  • Bank transfer
  • Credit Card

How many hours per day, and what are the timings of your training courses?

Our training courses will run for 5 hours per day. The standard daily timing is from 8:30 am – 3:30 pm including the coffee/tea breaks and lunch.

Where do you usually hold your training courses?

Our training courses courses are being held at five-star hotels in prime and iconic destinations across the globe. Cities such as Amsterdam, Barcelona, Dubai, Geneva, Istanbul, Kuala Lumpur, London, Houston, New York, Paris, Vienna, Zurich, etc.

Do you provide hotel booking assistance to your delegates?

Once officially registered, we can assist by providing the corporate rates provided by the hotel where the training course will be conducted. Early confirmation will enable us to secure the room at reduced rates

In case of failure to attend, what is your cancellation policy?

Our cancellation policy varies depending on the circumstances presented. Generally, cancellations must be initiated in formal writing at least 14 days prior to the commencement date of the training course. Further, the option to shift an existing registration to another training course on a later date is possible. Otherwise, a full refund will be initiated.

What will I receive after the training course?

Delegates who will attend and successfully complete the training course will earn a COPEX Certificate of Completion. This certification is designed to validate the successful knowledge transfer, and that the desired learning objectives and outcomes to further advance your professional competency are achieved.

We can customize this
training course for you!

At Copex Training, we offer customizable courses designed to fit your specific needs. whether it's refining procurement practices or enhancing leadership and management skills, we tailor our programs to meet your unique goals and challenges. Let us create a training solution that delivers real results for your team.
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