Key Account Management

This course is designed for people who have responsibility for working with key customers or winning key prospects – including Key Account Managers, National Account Managers and Global Account Managers.



Achieving excellence in Key Account Management is not easy but can yield increased returns in excess of 27%. Based on extensive global research the Mercuri International model and approach were formulated, in conjunction with our Swiss Business School partner, St Gallen University.

Key Account Management

Delivery Method


To maximise efforts, delegates will study and review some course theory elements in advance. Facilitation during the training is participative in nature. Evidentiary learning is enabled by the unique facility. It presents an opportunity for participants to immediately reflect on their achievements and respond to their individual strengths as recorded during role plays. A comprehensive framework for Key Account Management makes the training very practical.

Outcomes of this course


  • Systemic analysis for selecting key accounts

  • Establishing your approach to Key Accounts

  • Working with Key Accounts within a structured framework, with a number of tools

  • Actively measuring and managing the strength of the relationships

  • Ensuring that key accounts become partners and you build business value together

  • Increased share of Key Account’s business, ensuring penetration, expansion and retention

Course Content


  • Background to Key Account Management

  • Defining and selecting Key Accounts

  • Understanding and analysing

  • Setting a vision, objectives and an overall strategy for the Key Account

  • Drafting the Key Account plan

  • Preparation of a personal Plan of Action


Taking Sales to a Higher Level Mercuri

This programme made me think out of the box and challenged the way I view customers