Key Account Management

Date: 2020 TBD
Venue: Shanghai


This programme is intended for sales managers and directors, marketing managers, national and regional sales managers, business development managers, product managers and managers in other areas who would benefit from the programme.


In today’s highly competitive markets, increasing numbers of companies realise that building and maintaining strong relationships with key accounts is crucial to success. However, most company executives lack an understanding of how to make a key account strategy work. In this programme we will discuss the many issues involved in making your company more competitive and positioning you to deliver high value through management of your key accounts. We will discuss how the organisation and support system you set up in your company make a critical difference, along with the critical skill in sales to make it work.

Programme Coverage

  • Setting the stage: Top level thinking
  • The key account pyramid: A tool for superior performance
  • Determining the relationship status of a key account
  • The key account pyramid: Execution – organisational structure for serving key accounts
  • The key account pyramid: Execution – CRM
  • The key account pyramid: Execution – effectively selling to the key account
  • The key account pyramid: Enablers
  • Maximising the success of your key account programme

A certificate of completion will be awarded

Programme Fee

RMB 32,800

Programme Fee includes tuition, case licensing fees, lunches, stationery, other course materials, interpretation and translation fees if required. The full fee must be paid within two weeks upon receipt of the payment notice. Applications made within 30 days of the start of a programme require immediate payment. CEIBS reserves the right to amend information on this programme including price, discount, date, location, faculty, daily schedule and other details.

Contact Us

Tel: (86 21) 2890 5187
Address: 699 Hongfeng Road, Pudong, Shanghai

Tel: (86 10) 8296 6688
Address: Building 20, Zhongguancun Software Park, 8 Dongbeiwang West Road, Haidian District, Beijing

Tel: (86 755) 3699 5199
Address: Suite 10A, Taihua Wutong Industrial Park, Gushu Development Zone, Hangcheng sub-district, Baoan, Shenzhen

Visiting Professor, CEIBS
Associate Professor, Marketing Department, Edwards School of Business, University of Saskatchewan, Canada

Programme Objective

This programme is designed to teach participants how to make their key account strategy work. It will help to increase the competitiveness of the company’s organisation and systems, as well as increase the abilities of relevant personnel to deliver the desired results.

Programme Benefits

The programme will teach participants how to:

  • Design a successful key account management programme
  • Identify customers who are the best key account prospects
  • Forge strong relationships among key senior executives
  • Create influential alliances through internal cooperation
  • Sell through complex purchasing structures
  • Position the company to compete strategically
  • Seek out and capitalise on new opportunities
  • Anticipate future needs of key accounts    

Programme Schedule

Day 1


Setting the Stage: Top Level Thinking

  • Provide a starting point for our ensuing discussions as to why focusing resources on key accounts makes companies more competitive
  • Introduce how a “systems” approach will allow your company to provide comprehensive service for key accounts
  • Understand how to position your company as a preferred supplier, business consultant, or partner/ally

The Key Account Pyramid: A Tool for Superior Performance

  • Continue systems thinking to the specific layers of key account programmes including strategy, execution, and enablers
  • Discuss the intended outcomes of key account programmes and risks (downsides)
  • Open discussion for participating executives to assess current status of and “gaps” in key account efforts

Day 2


Determining the Relationship Status of a Key Account

  • Develop the “right resources for the right customers” concept and learn to apply it in evaluating customers for key account programmes

The Key Account Pyramid: Execution – Organisational Structure for Serving Key Accounts

  • Establish the critical components of key account management that are essential to serving the most important customers to the company

The Key Account Pyramid: Execution – CRM

  • Introduce CRM processes
  • Discuss efficiency and effectiveness gains within CRM frameworks
  • Open discussions to participating executives to assess current status of these efforts

The Key Account Pyramid: Execution – Effectively Selling to the Key Account

  • Selling to key customers is different than typical selling – aspects unique to serving key customers is the focus 
  • The large account selling process
  • The effective key account salesperson – who is the most appropriate choice?
  • Case study: Using the ideas from the previous sections on strategy and execution to practice identifying opportunities for improvement in serving key customers

Day 3


The Key Account Pyramid: Enablers

  • Supervision, the right people, motivation and compensation
  • Recruiting key account managers is different from recruiting sales people
  • Important issues involved in getting the recruitment strategy in line with the overall key account programme
  • Compensation issues to consider when the focus is on strong key account relationships

Maximising the Success of Your Key Account Programme

  • Integrate the ideas from this workshop into a cohesive, actionable plan
  • Identify steps to take for an immediate difference in working with key customers

We reserve the right to adjust the course information (including price, date, location, faculty, course arrangement and other details)

Key Account Management is a very hot topics, every company has their own rules or management way, however the course can pointout the critical points and successful factors which ensure we can be back on track and focus.
Joanne Wong 
Sales Manager 
Gemalto Technologies (Shanghai) Co., Ltd.


My learning experience at CEIBS is of great help to my work. I often share the learnings from the Key Account Management course with my colleagues. I hope that in the future I can get more such opportunities from CEIBS to develop my skills and competencies. 
Huang Zhenqun 
Industry Marketing Director 
Wison Engineering Ltd.


The Key Account Management programme gives me access to tools and methods that can improve work efficiency. The in-depth analysis and vivid metaphors help me reach a fuller understanding. It is an excellent programme which offers systematic learning!
Connie Liu
Deputy general manager of Property Consultant Dept.
World Union Properties Consultancy (China) Co., Ltd.


The Key Account Management programme uses a stimulating teaching approach and offers different tools to analyse, monitor and run regular operations. This allows me to reflect and systematically contemplate issues regarding key account management as well, so that I could settle down and rethink systematically those issues on key account management.
Frank Qiu
Key Account Manager
Owens Corning (China) Investment Co., Ltd.


This programme is well-organised, systematic and pragmatic. I am deeply depressed by the classification of key accounts which helps greatly in achieving more effective key account management. The importance of systemising key account management is another important learning.
Qian Ying
Senior Business Manager of South of China
Beijing Novartis Pharma Ltd. Guangzhou Office


The programme has not only exerted great influence on me, but also benefited me a great deal. It is and will be of great help to me. In review of what I've gained in the past several days, I feel that the programme helped us to know more about ourselves, our customers and competitors from different perspectives by different approaches and also helped us to find the right countermeasures and ways of development. After the programme, I strongly feel that 'knowing your enemy and yourself, you can fight a hundred battles with no danger of defeat', just as the saying goes.
James Bao
Account Manager
Shenzhen Zhongwang Electronics Co., Ltd.

Teaching Language

English with sequential Chinese interpretation

Admissions Procedures

Applications are requested at least 30 days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of CEIBS. Any applications received after that date will be considered on the basis of space availability. For more information, please contact our Customer Service Team in Shanghai, Beijing or Shenzhen.


Any cancellation made 30 days or more prior to the programme start date is eligible for a full refund of programme fees paid. However, the expenses arising therefrom shall be for the account of the applicant or his/her employer. Any cancellation made less than 30 days prior to the programme start date shall be subject to a fee of 20 percent of the total programme fee. After the programme starts, no fees shall be refunded for participants who withdraw from the programme for any reason.


To ensure the continuity of your learning, you are required to make proper arrangements according to the course schedule after receiving your letter of enrollment. We will neither make up lessons for you nor confer you with the certificate of completion if you are absent from the course for personal reasons. CEIBS reserves the right to amend information on this programme including price, discount, date, location, faculty, daily schedule and other details.