Strategic Sales for Key-Accounts

Mastering complex processes


Selling global and complex solutions demands an ability to distinguish between the roles and positioning of all players in the decision making process. All must be taken into account drawing on the appropriate attitudes and strategies.

Who's it for

Any major account/key account manager, any negotiator or person involved in a complex sales process.


  • Optimise the chances of a successful key account process
  • Integrate the strategic and political dimensions into a sales process
  • Establish and develop a high-level relationship
  • Identify the roles and functions of each player and manage their differences
  • Stimulate a real ‘purchasing vision’ and create added value
  • Acquire a ‘sales consultancy’ and problem-solving logic
  • Develop the business portfolio by anticipating future needs

EUR 3450

Dates Apr 11, 2019
May 9, 2019
Jun 18, 2019
Jul 10, 2019
Language French
Region Paris
Contact Paris office, France

(+33) (0)1 44 69 60 00

* This total investment (excl. VAT) includes all material and catering.

Learning journey

Strategic Selling

Face-to-face interaction

Class room training

Class room training

Essential time to practice and learn through role and real plays

Learning goals

Learning goals discussion with N+1

Management involvement in the learning journey is an essential factor for effective learning success

Boardroom coaching

Executive coaching

Boost personal performance and growth

Autonomous learning



Complete range of digital content

Memo card app

Memo Card App

Helpful memory triggers always at hand


Learning experience system Koach

Our multi-device user-centric platform provides an immersive learning experience that improves learning engagement

On the job practice

On-the-job practice

Our learning journeys stimulate maximum on-the-job practice with frequent opportunities to report back and share successes.

Virtual interaction


361° online self & peer evaluation

361° behavioural snapshot

Positive mirror

Positive Mirror

Sharing positive feedback


Day 1: Understanding the client’s environment – identifying the problem

  • Personal perception and client reality for the ‘key account’ client, fears, obstacles, springboards
  • The fundamentals of inter-personal communication in the commercial process
  • Complex strategic selling: specific processes and characteristics
  • The Active Reference: the ultimate goal of any key account development strategy 
  • Questions to accurately trace the client’s problem and establish a real ‘pain statement’

Day 2: Clarifying the position of each key player – establishing a value proposition

  • The internal decision-making process: roles, key players
  • Positioning each player with regard to the project and the solution; their degree of influence, the decision making process and its dynamic
  • Establishing a framework for the co-defined project: a commonly understood and well founded point of departure and a clear expression of measurable benefits
  • The 4 elements of the value proposition: general context, framework of the project, solution, value creation
  • Indirect questioning to clear potential blockages and obtain a more ‘sincere’ response
  • Self control in confrontational situations, emotional management of the relationship

Day 3: Demonstrating our difference – engaging the decision-makers

  • Presenting the offer to the client and handling specific objections
  • Negotiation when facing a ‘purchasing committee’: the appropriate behaviour
  • Price negotiation: get-out clauses...defending our margins
  • Closing the deal: validating all parameters towards securing a signature

Day 4: Maximising the chances of a positive conclusion – developing a partnership and a network

  •  Attack strategies when facing competition, and differentiation analysis
  • Gauging success, evaluating the likelihood of concluding, reacting in time
  • Engineering agreement with our hierarchy: influencing internally to meet special client demands
  • From ROI to ROC – once his/her return on investment is secured, obtain our own ‘return on client!
  • Cultivating a partnership: regular forecasting to secure business volume and client satisfaction

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