Losing a big client hurts. It’s a morale killer, a warning sign, and a glaring reminder that something is slipping through the cracks. And more often than not, it comes down to one thing: Your team doesn’t know how to truly manage key accounts.
Generally in most businesses, your top 20% of clients account for 80% of your revenue. These are your key accounts—the most important clients within your company. So, why are they not getting the VIP treatment they deserve?
The Dangerous Assumption That Can Cost You Millions
Here’s the trap we at KONA see many teams fall into: they assume because a client is loyal now, they’ll stick around forever. Spoiler alert: They won’t.
Today’s buyers are savvier, more demanding, and constantly being ‘wooed’ by your competitors. If you’re not anticipating their needs, solving their problems proactively, and deepening the relationship consistently… someone else will. And once a key client starts shopping around, it’s already too late.
Great Relationships Aren’t Enough
“We have a good relationship with them” is not a strategy. Yes, relationships matter. But key account management is more than just remembering birthdays and replying to emails quickly. It’s about:
• Having a structured approach to account growth
• Mapping the client’s evolving priorities
• Collaborating on long-term strategy
• Knowing when and how to introduce new solutions
• Spotting early warning signs before they escalate
If your team doesn’t have the skills to do all of the above—and do it consistently—you’re not managing the account… you’re just servicing it.
And that’s not enough anymore.
Why Your Sales Team Can’t “Wing It” Anymore
Key account management requires a different mindset and toolkit than general sales. It’s not about quick wins or one-off deals. It’s about nurturing the most important relationships in your business with intention, insight, and strategy.
That’s why throwing your best salesperson into a key account role without training is like handing someone a scalpel and asking them to perform surgery just because they’ve watched a few medical documentaries.
What Does World-Class Key Account Management Look Like?
The best KAM teams don’t chase—they lead. They understand the client’s business almost as well as the client does. They become strategic partners, not vendors. And they always have a plan for long-term growth.
With KONA’s Key Account Management training, your team will learn how to:
✅ Build strategic account plans that align with the client’s vision
✅ Spot cross-sell and upsell opportunities without being ‘pushy’
✅ Navigate complex buying structures and multi-stakeholder environments
✅ Strengthen client loyalty even in competitive markets
✅ Have commercial conversations that position your business as essential
Sound like the team you want to have? It’s possible—but only if you invest in the training that builds these capabilities.
Ready to Stop Losing Your Biggest Clients?
If you’ve lost a key client recently—or you’re worried you might—now is the time to act. Don’t wait for another goodbye email to realise the cracks in your account management approach.
At KONA, we specialise in tailored Key Account Management (KAM) Training that equips your team with the tools, frameworks, and confidence to grow and retain your most valuable clients.
Ready to protect and grow your most important accounts?
Contact KONA today to discuss tailored Key Account Management Training for your team. Let’s stop the client churn and start building relationships that last—and grow.
👉 Visit KONA’s Key Account Management Training Page to learn more, or reach out to our team directly to get started. Call 1300 611 288 or Email info@kona.com.au
