Executive Education

Advanced Certificates and Open-enrolment Programs

Managing Global and Key Accounts

How can you strengthen your position sustainably and profitably with key accounts?

If developing profitable business with your Key Accounts is your objective, the co-creation of value is the crucial strategic leverage. This training course will enable you to comprehend the essentials of a win/win relationship.

Quick facts

Level: Expert
Language: English 
Duration: 7days (2 modules) 
Location: HEC Paris Le Château


  • Personalized tool box and dash-boards
  • Development of a Key Account Action Plan between sessions
  • Interactive learning methods to facilitate the acquisition of the key reflexes 

Tuition fees:
6,190 € excl. VAT

Including meals but excluding accommodation.

Location: HEC Paris Le Château

The program is aimed at:

  • Directors and Sales Managers
  • Key Account Managers in charge of key accounts and/or strategic accounts
  • Stakeholders involved in the key account relationship - marketing, purchasing, technical managers… 

The program will enable participants to:

  • Define, implement and negotiate the co-creation of value for key accounts
  • Develop the necessary skills to successfully manage key accounts on both a strategic and operational level 

Module 1 (3 days)

Design and implement winning strategies with your key accounts

Define your strategy:

  • Identify the needs and expectations of your key accounts
  • Acquire a more in-depth understanding of the markets of your key accounts
  • Adopt a logic of co-creation of value – a crucial success factor in key account management
  • Analyze growth strategies for your key accounts

Understand the financial stakes:

  • Identify and master the financial risks associated with key accounts
  • Understand and implement the levels of financial value creation
  • Measure and improve profitability with key accounts

Structure the commercial policy:

  • Align strategic frameworks and customer value creation
  • Understand the legal issues
  • Develop a negotiation framework

Develop the key account action plan

  • Understand the strategies of key accounts
  • Design a development project
  • Create and manage an influence network within your key accounts

Module 2 (4 days)

Negotiate with key accounts

Individual feedback on key account action plans:

  • Participants present their key account action plan
  • Successfully manage your network

Analyze the role of purchasing:

  • The key role that purchasing plays and the objectives of the purchasers
  • Negotiation tactics used by purchasers
  • Analyze the personalities of the people involved in the key account relationship from a multi-cultural perspective

Negotiate with key accounts:

  • Analyze the business context of key accounts and set coherent objectives
  • Negotiation techniques
  • Adapting your behavior
  • Develop personal charisma in order to be more effective in negotiations 

Academic Director(s)

Cécile Viniane, HEC Paris Affiliate Professor(s)

Read more

Other programs in Advanced Certificates and Open-enrolment Programs

Contact us

Valérie Lancelot
+33 (0)1 39 56 75 86


7days (2 modules)
Tuition fees:
6,190 € excl. VAT