Available dates

This course has no confirmed dates in the future. Subscribe to be notified when it is offered.

About the course

A customer who has an exponential impact on revenue and profits and can influence an organisation’s ability to compete effectively can be termed as a Strategic Account. As such, B2B & B2C organisations areincreasingly discovering the importance of protecting, and growing the relationship with identified Strategic Accounts. This workshop is designed to provide a conceptual framework for understanding strategic customer relationships as well as tools for designing and implementing a Strategic Accounts Management (SAM) programme.


  • Strategic Account : A Definition
  • Selecting and Classifying Strategic Accounts
  • Resourcing for Strategic Account Management
  • Strategic Account Planning and Selling to Executives
  • Relationship Development and Navigating Politics with Key Officers & Executives in Strategic Account Management
  • Selling to Executives
  • Leveraging Marketing to Support Strategic Marketing Initiatives
  • Customer Service as Competitive Advantage in Managing Key Accounts
  • Use of Technology as a Key Account Management Strategy Enabler
  • Managing Key Accounts in a Challenging Economy- Domestic and Global
  • Team Approach to Building and Managing Key Accounts

Key Learning Outcomes

  • Build business acumen
  • Develop a strategic perspective on sales and customer relationships
  • Optimize strategic account sales team
  • Understand what drives strategic account decisions
  • Deal with the various decision makers and influencers in the customer’s field of play
  • Understand the politics that impact client decisions
  • Identify the unique sales profile needed for executive selling
  • Develop a strategy that will build greater customer loyalty and help protect the account from competition
  • Improve strategic account team performance
  • Recognize and overcome pressure tactics
  • Create an action plan that will increase their chances of success
  • Negotiate large contracts
  • How to sale to executives
  • Uncover strategies to win clients for life

Who should attend

  • Key Account Managers
  • Customer Relationship Managers
  • Sales Executives
  • Business Development Managers

Trust the experts

Tayo Otubanjo

Dr. Tayo Otubanjo is a senior lecturer at Lagos Business School. He facilitates full-time and executive MBA modules in marketing management. He is a Visiting Research Fellow at Warwick Business School, University of Warwick (UK) and a Visiting Scholar at Spears School of Business, Oklahoma State ...


Course reviews

Downloadable files