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Certificate in Key Account Management
شهادة في إدارة الحسابات الرئيسية
Build, Sustain And Nurture Strategic Client Relationships To Increase Margins, Improve Sales And Ensure Ongoing Customer Loyalty
21 – 23 November 2017
The Address Hotel, Dubai Marina, Dubai, UAE
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Increasingly, companies do the most of their business with fewer customers than ever before, so it is of paramount importance to acquire, grow and retain these key accounts. Not only are they your most important clients, they are also the ones at most risk of attack from your competition. The loss of one major account could have a disastrous effect on your survival, conversely acquiring an extra one can double profitability. In many companies, multiple lines of business have meant that some of their key clients are handled by different individuals leading to confusion amongst customers as to who they are really dealing.

Developing your strategic plans and your key account managers' skillset must therefore, be a priority to enable you to build sustainable relationships, create excellent customer retention, improve sales, increase margins and ensure ongoing customer loyalty. Key account management needs a strategic planning approach that goes way beyond traditional selling. Modern key account managers need to deploy a range of business, communication and relationship building skills to maximise the value of strategic planning.

This course provides delegates with the strategies and skills needed to ensure that key account relationships are nurtured into highly valued partnerships. You will use best practice principles to complete the individual assessments, account audits and account plans needed to maximise opportunities and to protect your key accounts from competitor attack.

توفر هذه الدورة للمشاركين الاستراتيجيات والمهارات اللازمة لضمان رعاية علاقات الحسابات الرئيسية في الشراكات ذات القيمة العالية. وسوف تستخدم مبادئ أفضل الممارسات لاستكمال التقييمات الفردية، ومراجعة الحسابات وخطط الحسابات اللازمة لتعظيم الفرص وحماية الحسابات الرئيسية الخاصة بك من الهجوم التنافسي.

  • Understanding The Key Attributes Of A Successful Key Account Manager – Strategic Value Creation, Virtual Leadership, Political Intrapreneurship, Account Growth Planning And Execution
  • Political Intrapreneurship – How To Diagnose The Client's Political System And Understand How They Function As An Organisation. How Major Decisions Get Made And How To Help Them Make The Best Decisions For Their Business. How This Will Help You To Become A Truly Trusted Adviser
  • Key Account Growth Strategy – Understanding The Client System, Value Chain And Pressures For Change
  • Virtual Leadership – How To Lead Both Your Client's Organisation And Your Own In The Absence Of Formal Authority – How To Influence And Deliver Your Vision, Goal And Strategy, To Exceed Expectations
  • فهم السمات الرئيسية لمدير الحسابات الرئيسي الناجح - إنشاء القيمة الاستراتيجية، والقيادة الظاهرية، وتنمية روح المبادرة الداخلية السياسية وتخطيط وتنفيذ تطوير الحسابات
  • روح المبادرة الداخلية السياسية - كيفية تشخيص النظام السياسي لدى العميل وفهم كيفية عمل الشركة. كيفية اتخاذ القرارات الهامة والمساعدة على اتخاذ أفضل القرارات للأعمال. كيف سيساعد ذلك على تحويلكم إلى مستشارين موثوق بهم
  • استراتيجية تنمية الحسابات الرئيسية - فهم نظام العميل، وسلسلة القيمة والضغوط من أجل التغيير
  • القيادة الظاهرية - كيفية قيادة كل من شركة العميل والشركات الخاصة بكم في ظل غياب السلطة الرسمية – كيف تؤثرون وتعكسون الرؤية، والأهداف والاستراتيجية الخاصة بكم ، كي تتجاوزوا التوقعات
Who Should Attend

This course is designed for:

  • Existing account managers
  • Directors and managers responsible for introducing or implementing key account strategies
  • Senior sales staff and sales staff being trained to take on a key account management role
  • Customer focused managers from other departments who have responsibility for interfacing with customers as part of an account management team

تم تصميم هذه الدورة:

  • لمدراء الحسابات الحاليين
  • للمديرين المسؤولين عن وضع أو تطبيق استراتيجيات الحسابات الرئيسية
  • لكبار موظفي المبيعات وموظفي المبيعات الذين يجري تدريبهم للعب دور في إدارة الحسابات الرئيسية
  • للمدراء من الإدارات الأخرى الذين يصبون تركيزهم على العملاء ويتحملون مسؤولية التفاعل مع العملاء كجزء من فريق إدارة الحسابات
Benefits Of Attending
  • Manage the attitude of your team for an improved performance
  • Hold highly effective conversations with clients that uncover the maximum opportunity for their business
  • "Read" other people and identify how they prefer to receive information and make decisions, and be able to deliver information in the most effective manner
  • Analyse a Key Account and build a growth strategy and plan, including a customer relationship development map and action plan
  • Conduct effective negotiations that deliver a win-win result in an ethical fashion
  • إدارة سلوك الفريق لتحسين الأداء
  • إجراء محادثات فعالة مع العملاء الذين يكشفون عن أقصى فرص لأعمالهم
  • "قراءة" الأشخاص الآخرين وتحديد كيف يفضلون تلقي المعلومات واتخاذ القرارات، والقدرة على توصيل المعلومات بالطريقة الأكثر فعالية
  • تحليل الحسابات الرئيسية وبناء استراتيجية وخطة التطوير، بما في ذلك خريطة تطوير العلاقات مع العملاء وخطة العمل
  • إجراء مفاوضات فعالة تحقق الفوز للجانبين بطريقة أخلاقية
Course Director

    David Vachell

    David is a highly experienced Leadership and Sales Force Performance Development and Culture Change Consultant. He has worked with some of the world's most well-known companies to support the development of their key account strategies and the capacity of their Senior Sales Executives to deliver on those plans. His particular expertise in the field of Sales and Leadership has served many of his clients extremely well. Most report an improvement in their sales velocity of between 25-50% as a result of David's work with them.

    Additionally, David has a wealth of business experience gained over 30 years of working at a high level in global organisations and as a CEO in his own right. He has worked with Senior Executives to redefine and refocus their vision, strategy and teams, and has implemented programmes to address systemic and cultural issues within their organisations. He also specialises in Communications skills including: presentations, meetings, information gathering, and understanding others.

    David holds a Master of Arts in Management Learning & Leadership from Lancaster University. He is a Fellow of the Institute of Sales & Marketing Management (ISMM) and a Fellow of the British Institute for Learning & Development. He is also an accredited Myers-Briggs Type assessor.

    David's most recent experience includes:

    • Facilitation of major account development for a global IT outsourcing company
    • Development of a growth strategy for several accounting firms in Southern England, and the training and coaching of senior personnel
    • Delivery of a major sales training programme for the Key Account Managers of a global telecommunications company and coaching of Sales Leaders
    • Development and delivery of a sales training programme for a national scientific research organisation

Venue and Accommodation

    The Address, Dubai Marina


    The Address Dubai Marina
    Dubai Marina
    P.O. Box 32923, Dubai, UAE
    T: +971 4 4367777
    F: +971 4 4367788
    W: http://www.theaddress.com/en/hotel/dubai-marina

    click here for directions

    Standing tall in the heart of one of Dubai's most vibrant neighbourhoods, where crystal waters shimmer against modern architecture and luxury yachts moor alongside trendsetting restaurants, The Address Dubai Marina is a haven for the discerning traveller.

    With 200 luxurious rooms, five superb restaurants and lounges, a relaxing spa, spectacular infinity pool and state of the art meeting and event facilities, The Address Dubai Marina will keep you refreshed and inspired.

    Perfectly situated for your business needs, The Address Dubai Marina is just a short ride away from Dubai Media and Internet Cities, Knowledge Village, Jebel Ali Free Zone, and within walking distance from the metro station.

    And what is business without a little fun? With the white sand beaches of the Arabian Gulf just a stroll away, and the hotel's direct link to the stylish Dubai Marina Mall, The Address Dubai Marina gives you every reason to extend your stay and unwind.


    Special delegate rates have been negotiated at selected hotels and we highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for required assistance on:

    T:+971-4-407 2693
    F:+971-4-407 2517
    E: hospitality@informa.com


    Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take several weeks to process.

Course Fees
Date Course Fee Before
12 September 2017
Course Fee Before
17 October 2017
Final Fee
21 – 23 November 2017
US$ 2,995 US$ 3,495 US$ 3,995
Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.

Pricing excludes 5% VAT, where applicable


Book and pay full fee for two colleagues and the third attends for FREE

  • Not applicable in conjunction with corporate discounts
  • Payment to be settled before start of the course to avail the offer
  • This offer is not applicable on Early Bird Prices

For more information, email Andy Watts on a.watts@informa.com

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