Advanced Key Account Management and Business Development Course in Paris

Transforming Strategic Customer Relationships into Sustainable Business Growth

Key accounts represent more than high-value customers. They are strategic relationships that can influence revenue growth, market position, long-term profitability, and future business opportunities. Managing these accounts effectively requires a structured approach to relationship development, account planning, negotiation, value creation, and performance management.

The Advanced Key Account Management and Business Development course provides participants with practical frameworks for managing strategic customers while identifying opportunities for sustainable business growth. Across five days, participants explore key account qualification, buyer-seller relationships, account planning, competitive analysis, sales process improvement, negotiation, team leadership, and business proposal development.

The programme combines strategic account management with practical business development techniques. Participants learn how to strengthen customer loyalty, assess competitive positioning, influence commercial discussions, lead effective account teams, measure performance, and develop compelling proposals that translate customer needs into clear business value.

You'll Learn How To

• Understand the principles of strategic Key Account Management.
• Recognise the role of the Key Account Manager in business development.
• Analyse buyer-seller relationships and their development over time.
• Identify and qualify strategically important accounts.
• Strengthen customer relationships and long-term loyalty.
• Apply the STAR business planning process to key accounts.
• Assess market position and internal business capabilities.
• Audit and improve the sales process.
• Differentiate Unique Selling Propositions (USPs) from Distinctive Selling Points (DSPs).
• Analyse competitive positioning for strategic accounts.
• Develop meaningful Key Performance Indicators (KPIs).
• Use balanced scorecards to monitor business performance.
• Apply structured approaches to commercial negotiation.
• Understand customer purchasing and decision-making processes.
• Manage concessions effectively during negotiations.
• Build and lead high-performing key account teams.
• Define roles and responsibilities across account teams.
• Develop professional and persuasive business proposals.
• Translate customer requirements into compelling value propositions.