// Sales Training

Key Account Management

How to grow and protect your existing accounts.

Identifying accounts with the greatest potential for growth, developing strategies to grow them, building essential customer relationships, and communicating value you can bring to customers are all challenges of growing your key accounts.

At the same time, selling more to existing accounts is one of the most profitable ways to grow sales.

With RAIN Group Key Account Management training, your team will learn a proven process for key account planning to systematically grow their accounts.

In the video to the right, Jason Murray, RAIN Group's Practice Director in APAC, shares how our Key Account Management program will teach your team a proven process to systematically grow accounts.


Develop Essential Relationships

Strong customer relationships lead to repeat business, account growth, referrals, and greater margin and revenue. Your account managers will learn how to strengthen their relationships and protect accounts from competition.

Develop Enterprise-Level Relationships
Communicate Value

Communicate Value

Identifying additional value you can bring to customers and communicating this value is at the heart of growing accounts. Your team will learn how to lead a Value Lab, a systematic and repeatable process for driving customer value.

Identify Key Accounts

Not all accounts are created equal. Bigger doesn’t always mean better. We’ll help your team select the right accounts with the greatest opportunity for growth.

Identify Key Accounts

Learning Objectives

With our core two-day Key Account Management workshop, suite of online programs, and other components of the RAIN Group educational system, you and your team will be able to:

  • Build strategies and plans to grow your key accounts
  • Select accounts with the greatest growth potential, and stop wasting their time on those with low potential
  • Develop enterprise-level relationships and foster those relationships for the greatest success
  • Lead Value Lab sessions internally and with accounts for value discovery, connection, and co-creation
  • Construct a key account team poised to maximize success
  • Identify needs from the buyer’s perspective, strengthening and deepening your ability to create value
  • Craft strategies to protect accounts from competitive threats
  • Set the agenda and get your project at the top of the buyer’s priority list

Our Approach to Key Account Management Training

We take a blended approach to learning that results in real behavior change. Our programs include a mix of delivery options and components, including:

On-site sales training

Onsite Workshops

Bring key account management training on site with live workshops for sellers, account managers, and sales managers. Training is customized based on your KAM maturity, industry, company, and solutions.

Online sales training

Online Learning

Reinforce skills. Train a geographically-dispersed sales force. Improve new hire ramp-up. We have a complete Strategic Account Management online learning program. Customize lessons and environments for your company.

Sales reinforcement


Our learning system ensures that training is reinforced over time. From job aids and tools to online learning, email reinforcement, and coaching, we achieve a 94% uptake on learning so skills are learned and applied.

Sales assessments


Where do the skill gaps in your team lie? Who is most likely to succeed in an account management role? Our assessment tools allow us to develop a curriculum that best suits your needs.

Virtual instructor-led sales training

Virtual Instructor-Led Training

Accessible wherever your account managers are, these vILT sessions address key account management topics and strategies relevant to your team.

Strategic account management consulting

KAM Consulting & Advisory

We see companies leaving account growth opportunities on the table every day. We can help you design KAM processes and structures to capture these opportunities.

Train the Trainer

Train the Trainer

Keep your sales training capabilities in-house. We’ll certify your delivery staff so you can deliver training on an ongoing basis.

Measure sales results


We work with you to define and track the metrics that are most important to you (e.g., account growth, opportunity growth, profitability, etc.).

Total Acess

Total Access

Embed a robust sales method with full access to RAIN Group's world-class content, training programs, and education system at the lowest total cost of ownership.

Execution Assurance Coaching

Execution Assurance Coaching

Accelerate your results with our 90-day execution assurance process—the key to ensuring sellers are held accountable, change happens, and training generates maximum ROI.

Increasing Business with Existing Accounts – Huge Untapped Opportunity


of companies believe they are ineffective at maximizing sales to existing accounts across capability areas.


The #1 priority cited by sales leaders in the year ahead is increasing business with existing accounts.


of companies believe they should be generating at least 25% more revenue from their strategic accounts.

In our Top-Performing Sales Organization and Top Performance in Strategic Account Management research studies, we found the #1 priority cited by sales leaders is increasing business with existing accounts. Furthermore, most companies believe there is great revenue growth potential from their key accounts.

However, few companies are able to systematically grow their accounts.

Our Key Account Management program will give your team the knowledge, skills, tools, and planning process they need to identify and grow key accounts. We’ll walk you through a proven key account planning process that will make your efforts more focused and productive to achieve the greatest key account growth success.

"RAIN Group took the time to understand us. They didn’t just provide cookie-cutter training programs, but instead learned our culture, our goals, and our people to provide advice and training that really made a difference. The financial results, or course, speak for themselves."

- Dave MacDonald, Partner and Vice President of Account Management, Woodard & Curran

Experience Success Like Our Clients

Woodard & Curran grows strategic accounts by 110% year-over-year.

As Woodard & Curran grew and expanded its offerings, they faced the challenge of selling their full set of capabilities to their existing clients. To help establish a process for growing their existing accounts, they brought in RAIN Group.

RAIN Group assessed skills to identify professionals’ strengths and weaknesses, developed a customized Strategic Account Management program, developed custom tools, and reinforced training through online learning. Key metrics include: 

  • 110% year-over-year growth in the named accounts where RAIN Group’s strategic account method was applied
  • Sales grew from $250,000 to $3.5 million in a single account

Click here to read the full case study. >>

Select Clients

Woodard Curran

Take the first step to learn how our Key Account Management training can help you increase revenue through growing existing accounts.