Training to become a Key Account Manager

Formation pour devenir Responsable Grands Compte

The role of Key Account Manager is crucial for companies seeking to develop and maintain solid relationships with their most important customers. These "key accounts" can represent a significant proportion of a company's sales, and their satisfaction is essential to ensure the long-term future of the business. However, being a Key Account Manager is not something you can improvise, and requires a combination of commercial, relational and strategic skills. Discover our Master Management Commercial & Business Development to learn how to acquire the skills and knowledge needed to excel in this key role.

What's a key account manager?

A Key Account Manager is a sales or marketing professional who marketing  is responsible for managing relations with a company's major customers, i.e. those who account for a significant proportion of its business volume.

These customers are often large companies that generate significant sales for the company. The role of the Key Account Manager is to ensure that these customers are satisfied with their experience with the company. He/she can thus implement multiple levers to maintain and develop commercial relations with them.

The Key Account Manager is often considered an expert on the company he represents. They must have in-depth knowledge of their company's products or services, as well as of their customers' needs and preferences. In addition, they must be able to understand the challenges and opportunities facing their customers, and work with them to find solutions that meet their needs.

The scope of the Key Account Manager's work may vary according to the company he works for, and the size and complexity of its customers. In some cases, he or she may be responsible for managing a small number of major customers, while in others he or she may be in charge of hundreds.

Typically, the main tasks of a Key Account Manager include creating strategic plans for developing customer relationships, managing budgets and sales forecasts, coordinating internal teams to meet customer needs, and communicating regularly with customers to ensure they are satisfied with their services.

What skills do you need to become a Key Account Manager ?

To become a Key Account Manager, it's essential to possess a set of key skills that will enable you to effectively manage relationships with the company's major customers.

First of all, it's important to have excellent communication and behavioral skills (also known as "soft skills") such as listening, stress management, teaching and teamwork. The Key Account Manager works closely with customers and team members on a daily basis to understand their needs, solve problems and collaborate effectively to achieve the company's objectives.

Next, it's important to have a solid understanding of the company's products or services, as well as the industry in which it operates. You'll need to be able to understand customer needs, market trends and the challenges faced by competing companies. You'll also need to be able to clearly communicate the benefits of the company's products and services to customers, and find solutions that meet their specific needs.

In addition, project management and strategic planning skills are important. You'll need to be able to manage several projects at the same time, define clear objectives and develop action plans to achieve these objectives. You'll also need to be able to measure and analyze results to adjust plans in line with changing business and customer needs.

Finally, it's important to be able to work independently and make informed decisions in a timely manner. You'll need to be able to manage challenges and resolve conflicts effectively, make informed decisions that meet customer and business needs, and work autonomously.

How much does a key account manager earn ?

Key account managers are generally well-paid, due to the importance of their role in managing relationships with the company's major customers. The average salary for a key account manager in France is between 70,000 and 90,000 euros per year (source: Glassdoor). But it depends on many factors, such as company size and sector, level of experience, geographic region and the candidate's specific skills.

In general, key account managers working for larger, more prestigious companies can expect a higher salary, as they are often responsible for managing larger customers and supervising a larger team. Key account managers with higher levels of experience and particular expertise in their sector may also benefit from higher salaries due to their added value to the company.

Geographical location can also have an impact on a Key Account Manager's salary. Big cities like Paris often offer higher salaries due to the higher cost of living. Similarly, companies in fast-growing sectors may offer higher salaries to attract and retain top talent.

Training to become a key account manager ?

The Key Account Manager job requires a solid understanding of business processes, project management, leadership and negotiation skills, as well as good communication skills.

Business school training provides a solid foundation in sales, marketing and business management, as well as the interpersonal skills needed to learn how to manage customer relationships. Business schools also offer courses specifically dedicated to sales management. These provide a more in-depth professionalization and specific skills in areas such as negotiation, strategic planning and project management.

Personal development and leadership training can also be beneficial for people wishing to become Key Account Managers. These courses help professionals to develop their leadership, emotional intelligence, time management and problem-solving skills.

Finally, it's important to note that skills and knowledge acquired in the field are also essential to success as a Key Account Manager. Professionals wishing to progress must constantly strive to develop their professional network, gain experience in project management and learn to develop complex negotiation strategies.

Would you like to learn how to implement business development strategies to become a Key Account Manager? Follow our Master of Science in Management Commercial & Business Development and discover how to master complex sales and negotiation techniques.