Strategic Account Management

Managing a major account requires a sophisticated strategic approach that is capable of generating meaningful value under challenging conditions. In this course, you will learn how to identify, acquire and grow strategic accounts, while managing your time and resources wisely.

This course qualifies towards the following certificate(s):

  • Sales Leadership
  • Executive Development


Attending this course will enable you to:

  • create a value proposition that sets you apart from your competition
  • design and manage strategic account portfolios that improve your firm's profitability
  • develop and implement winning strategic account plans
  • build service and fulfillment programs for strategic accounts
  • identify strategic gaps and barriers to success
  • gain direct access to top decision makers in the client organization
  • forge profitable and sustainable relationships with major customers
  • foster a corporate culture focused on strategic account management

Course Content

  • Market factors and purchasing practices that influence the buyer-seller interface
  • The strategic account management process: account segmentation, acquisition and retention/expansion
  • Building the strategic account portfolio: assessing opportunities, developing a situation analysis, creating a meaningful value proposition
  • Understanding buyer behavior: customer analysis, conducting strategic conversations, evolution of the buying process
  • Understanding competitive behavior: competitor analysis, distributor growth and productivity strategy options, value creation
  • "C-Level" selling: building long-term relationships with top executives
  • Developing effective strategic account action plans: managing tactics and implementation metrics, structuring the sales team, creating a favourable corporate culture

Special Features

You will apply what you are learning to one of your real-life accounts, and draw up an action plan for developing profitable sales.

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