Maximising Key Accounts

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Maximising Key Accounts

The relationship between suppliers and customers is characterized by closer cooperation. Historically ‘price’ was an excellent tool to play suppliers off against each other. Nowadays, relationships are increasingly based on informal partnerships. Vertical coordination and integration of customer and supplier are characteristic of the trend in the reduction of suppliers. The entanglement that results from this trend affects the entire organization, making the creation of added value the responsibility of the total supply chain.

The program will be highly interactive, providing many opportunities to share experiences and put into practice these proven techniques. Every participant will have the opportunity to prepare a Key Account and Territory plan and present it for evaluation in a safe environment.

On successful completion of the course delegates will be able to:

  • Develop a territory Business Plan.
  • Effectively profile your customer portfolio.
  • Use strategic planning tools effectively.
  • Develop a Business Plan for individual Key Accounts.
  • Develop an Account penetration strategy.
  • Sell added value to Key Accounts.

Course Content


  • The Nature of Key Accounts compared to other types of customers.
  • The impact on the business of Key Customers and the implications of managing them effectively.
  • The implementation of a client focused, quality service approach: A marketing driven method.
  • Developing a total quality service ethic.
  • How to make added-value contributions to the customer’s business.


TThe course will have a maximum of 18 people who will be selected based on the type of business they are in and their job role to ensure a thorough mix of industries, ideas and experience.

Who should attend?

This programme is designed for all those who are involved in dealing with large customers, typically this would be senior account manager, account manager, account executive, key account manager, major account manager, account director, business development manager etc.. If in doubt please forward us a profile of your nominee and we will tell you whether they are suitable.



Course Leader: Bill Levell

His hugely successful career includes appointments for marketing and sales in a wide variety of markets at senior Board and management level (UK and overseas.)

Clients regard him as a visionary thinker and a vital catalyst in the development of their strategic plans and practical implementation of sales and negotiation techniques.

Highly experienced in all aspects of Strategic Development, Management, and Advanced Negotiation. He has developed his own planning and analysis tools, which are now a standard part of the sales and marketing curriculum’s and utilised by blue chip companies’ world wide to automate the decision-making process and create effective plans.

Bill loves sharing his experiences and is a Senior member of the Chartered Institute of Marketing’s Faculty having been a course director for 15 years.

Career Experience

  • Managing Director – £150m Multi-product Manufacturing/Trading company
  • Marketing & Sales Director – Industrial/Speciality chemicals
  • Product Group Manager – Pharmaceutical/Toiletries & 4 brands
  • Regional Sales Manager – Pharmaceuticals/Toiletries
  • Product Marketing Manager – Pharmaceuticals/Toiletries
  • Sales Representative – Pharmaceuticals/Toiletries

Additional Information

Whilst the foregoing information is pertinent, his current experience in running and managing businesses for clients, training and advising their people is much more relevant.

His reputation is founded on a combination of very practical experience and visionary thinking outside of current business boundaries and spanning many markets and industries. He has experience in assisting with the development of creative opportunities for businesses and is regarded as an important catalyst in strategic management thinking.

He is well known for his design and implementation of process consultancy and training programmes, which are both highly practical and stimulating. His wide experience and ability to relate to many situations across a range of markets make his contributions invaluable and easily assimilated.

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