The British Academy for Training and Development offers this training program in Sales Strategy and Key Account Management, designed to equip participants with the advanced skills and strategic mindset required to manage major clients and drive sustainable sales growth.

In today’s competitive marketplace, success depends not only on winning new customers but also on nurturing and expanding relationships with key accounts. This program focuses on developing strategic sales plans, managing high-value clients, and aligning sales activities with organizational objectives. Participants will gain insights into customer relationship management, value-based selling, and negotiation techniques that strengthen client loyalty and profitability. By the end of the course, participants will be able to design and execute sales strategies that maximize both short-term performance and long-term business success.

Who Should Attend?

• Sales managers and key account managers responsible for corporate clients.

• Business development professionals seeking to enhance their strategic sales capabilities.

• Marketing and customer relationship managers working with high-value clients.

• Professionals aiming to improve sales performance and client retention strategies.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Develop comprehensive sales strategies aligned with organizational goals.

• Strengthen participants’ ability to manage and grow key customer relationships.

• Enhance planning and forecasting skills for sales and account development.

• Apply consultative and value-based selling techniques to complex accounts.

• Build long-term partnerships that foster customer loyalty and profitability.

• Strategic Sales Planning

  • Understanding the role of sales strategy in business growth.

  • Setting sales objectives and defining performance metrics.

  • Analyzing market trends and identifying target segments.

• Aligning Sales with Business Strategy

  • Linking sales plans to corporate goals and market positioning.

  • Evaluating competitive advantages and differentiators.

  • Building a customer-centric sales approach.

• Fundamentals of Key Account Management

  • Defining key accounts and their strategic importance.

  • Criteria for identifying and prioritizing key clients.

  • Understanding the key account manager’s role and responsibilities.

• Developing Key Account Plans

  • Setting goals and growth strategies for each key client.

  • Mapping stakeholders and decision-makers within client organizations.

  • Establishing action plans for account expansion and retention.

• Relationship Building and Client Retention

  • Building trust and long-term partnerships with clients.

  • Communication strategies for effective relationship management.

  • Managing expectations and delivering consistent value.

• Customer Relationship Management (CRM) Systems

  • Leveraging CRM tools for tracking interactions and performance.

  • Using data to personalize client engagement.

  • Integrating CRM insights into strategic decision-making.

• Value-Based and Consultative Selling

  • Shifting from transactional to consultative sales approaches.

  • Identifying customer needs and aligning solutions accordingly.

  • Communicating value propositions effectively to key clients.

• Negotiation and Influence in Key Account Management

  • Principles of successful negotiation in complex sales.

  • Techniques for creating win-win outcomes with key clients.

  • Managing objections and closing strategic deals.

• Performance Management and Growth Strategies

  • Monitoring sales performance and key account progress.

  • Forecasting and setting growth targets.

  • Identifying new opportunities within existing accounts.

• Future Trends in Sales and Account Management

  • Digital transformation and data-driven sales strategies.

  • The evolving role of key account managers in global markets.

  • Building agility and innovation into sales operations.