Key Account Management: Keep the Clients You Win, 290+ Tools

This course contains the use of artificial intelligence.

Almost every company knows an existing client is cheaper to keep than a new one is to win. Almost none runs retention as a system the way it runs acquisition. Here are 299 tools to do it: 176 ready-to-use question lists, templates, procedures, checklists and matrices, 92 models and methods, 26 services shown on screen and 5 working files.

Open a lecture, take the template, apply it to one account this week.

How an account is actually lost

Never at the renewal conversation. It is lost over months, in small signals nobody was tracking: response times slipping, the internal champion changing role, satisfaction scores drifting a point at a time, a complaint handled politely and never fed back to anyone. Then the renewal arrives and the answer is already decided.

What changes after this course

You know who decides inside each key account. The people who hold the relationships are hired, trained and paid for retention, not only for new business. Service is audited and measured with metrics that predict renewals. Churn has a cost, causes and a programme. Relationship health is measured, and conflict is handled before it ends the contract.

A note on two blocks

The churn lessons were recorded about employee attrition rather than customer churn, and the relationship survey lessons use employee survey examples. They are here for the method, which is structurally the same: find the causes, measure properly, calculate the cost of a loss, build a programme, check whether the number moved.

What is inside: 299 tools, counted lecture by lecture

You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.

• 47 downloadable resources: the lecture presentations plus 5 working files, the Account contact map workbook and four sample survey reports
• 176 ready-to-use tools inside the presentations:
• 45 question lists and scripts: buyer persona, buyer work context, non-decision-maker discovery, customer experience audit interview
• 43 templates and sample documents: customer journey map, Voice of Customer analysis, customer segmentation, customer communication channel planner
• 32 step-by-step procedures and workflows: customer care audit, customer experience strategy development, listen-diagnose-solve-improve method, difficult meeting management
• 32 checklists: buyer engagement validation, CRM and CCM implementation, customer service quality monitoring, negotiation preparation and conduct
• 20 scorecards, rubrics and matrices: retention-based commission matrix, RACI responsibility matrix, customer value-conflict matrix, customer conflict escalation matrix
• 3 other working tools: sales performance diagnosis guide, chart selection guide
• 1 metric set
• 92 models and methods explained with examples: BANT qualification method, consultative selling, Harvard negotiation, BATNA negotiation method
• 26 services shown on screen, including LinkedIn Sales Navigator, HubSpot Sales Hub, Microsoft Dynamics 365, Zowie and Dialpad

Where the tools are

• Start here (1 tool). The Account contact map workbook: who actually decides inside your account.
• The team that holds the relationships (6 sections, 110 tools). Selling now, top performers, hiring, onboarding, training, coaching, pay, demand, conversion and technology.
• The service relationship (3 sections, 79 tools). Audit, strategy, team, process, standards, renewal metrics and difficult accounts.
• Churn and retention (2 sections, 44 tools). Causes, measurement, the cost of a loss and the retention programme.
• Measuring relationship health (2 sections, 42 tools). Survey types, design, running it, the report and the action plan.
• Open conflict (2 sections, 39 tools). Causes, escalation, prevention and mediation.

Who is teaching

I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe. I am also a founder and lead the strategy of my own academy.

As a client, I see the same thing again and again: after a deal, the company hands me to the next manager, and I still remember who sold to me and come back to that person. Even years after buying a car, I still greet the salesperson who sold it to me. Selling is people to people before it is B2B or B2C: people buy from those they like and stay with those they trust.

How to use the course

Start with the first lecture and map one key account. Then take the block your accounts need most: the team, the service, churn, relationship health or conflict. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.

What is included

• 44 lectures across 16 sections, 19.5 hours
• 47 downloadable resources: lecture presentations and five working files
• 299 tools across the lessons, including 26 services shown on screen
• Lifetime access to all materials
• Active instructor support in the Q&A section
• A Udemy Certificate of Completion

Where to start

Take the last account you lost and write down the earliest signal you can now identify. Then check whether that signal existed in data you already had. Enrol now and start your first lesson today.

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