Sales and Account Management

The essentials for a business partner


The shift from product to value selling. From solo to team selling. Given the forces restructuring the commercial landscape, many professionals need to renew themselves. Distilling the very best in behavioural practice and training methods, this programme has been created by designers who combine sales and pedagogical excellence. It addresses critical competencies and techniques in a variety of sales funnel situations. Participants bridge the knowing-doing gap by engaging in self-reflection, learning from feedback, road-testing new tools and methods and evaluating different approaches. All in a robust ‘workout’ to permanently anchor successful behaviours in day-to-day commercial practice. Helping to generate lasting business relationships and credible active references. Channelling talents and resources towards sustainable results. 


Who's it for

Sales representatives, Account managers


  • More productive lead generation – efficient, deliberate and strategic
  • Conversion rate improvement – consistent mastery of all steps of the sales process
  • Faster identification and advancement of opportunities – with both new and existing customers
  • Heightened understanding of customer needs – including operational issues and value drivers
  • Improved value perception by relevant stakeholders – key players identified and addressed with impact
  • Greater face-to-face impact – powerful value propositions, business cases and presentations
  • Maintained confidence as the stakes rise – price and margin protection, negotiations, deal closure
  • Consolidation of embedded partnerships – thanks to distinct and sustained added value
  • Transformation of clients into ambassadors – benefiting from your most powerful ally

EUR 4190

Dates Sep 12, 2019
Oct 23, 2019
Nov 14, 2019
Dec 12, 2019
Feb 6, 2020
Language German
Region Hamburg
* This total investment (excl. VAT) includes all material and catering.

Learning journey


Face-to-face interaction

Class room training

Class room training

Essential time to practice and learn through role and real plays

Boardroom coaching

Executive coaching

Boost personal performance and growth

Learning goals

Learning goals discussion with N+1

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

Virtual interaction


361° online self & peer evaluation

361° behavioural snapshot

Positive mirror

Positive Mirror

Sharing positive feedback

Autonomous learning



Complete range of digital content

Memo card app

Memo Card App

Helpful memory triggers always at hand

Serious games

Serious Games

Role play as serious as it gets


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.


Day 1: Me, the market, my positioning, my target

  • The ideal profile and criteria for excellence of the sales high performer
  • Fundamentals of inter-personal communication
  • Questioning our assumptions and habits as a basis for learning new sales practice
  • The Recommendation: turning every client into our best possible salesperson
  • The 5 key attitudes of commercial negotiation
  • The 4 types of client conversation: relationship, possibilities, opportunities, agreement
  • Telephone prospecting: rhythm, contact, barriers, tailoring

Day 2: New and existing clients, opportunity identification and qualification

  • Your learning experience: a benefit for others
  • The power of questions, formulating, directing, motivating to create or discern needs
  • Self-management in difficult situations; handling the emotional side of the relationship
  • Hearing or listening...what should we do to truly understand the other’s needs?
  • 'The Suitcase': a tool to formalise our preparation and obtain the very best result from our sales meeting
  • The ‘meta-message’: a message beyond words – how to decode what our clients do not voice
  • Best-practice training on client cases

Day 3: Understanding the client’s needs, framing the opportunity and need, identifying the players

  • Progress report: matching audience needs with what I can offer
  • Unique buying reasons: highlighting client benefits for a more impactful presentation of our arguments
  • The ‘doctor’-attitude: giving our advice assertively to instil confidence
  • Knowing how to say NO – clearly state our position and stick to it.
  • Presenting our final proposal: the 14 criteria for verbal communication
  • Dealing with objections. How can we detect them, what are the most effective modes of response? How do we adapt them to each context? Creating our own personal sales booklet

Day 4: Presenting the customer-specific value proposition and driving the win-win match

  • Progress report: active references, network strategy and key opportunities
  • The price objection: a key – and unmissable - moment in every sales act. What can we do to best protect our margins?
  • The 'competition’ objection: how can we help the prospect to make an objective comparison – one in our favour?
  • Group negotiation: who are the decision makers? Where are our allies?
  • Concluding: detecting buying signals, repositioning options, handling indecision, using pressure

Day 5: Negotiation, closing and further development of the relationship

  • Progress report: stories of last month’s presentations, application of lessons learned, negotiations and request for feedback / sparring
  • The complaint: understanding and reassuring, finding common ground, and above all, cause for satisfaction
  • The partnership: moving beyond the basic sell to becoming an essential service provider
  • Developing an account: 3 ways of expanding our intervention parameters and creating a flourishing source of business
  • Networking: identifying, developing and enriching our network to become better known
  • Top Sales Performer of the Year: an individual and collective evaluation with the future in mind: ‘what I still have to do’
  • Final feedback

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