Professional Sales and Account Management

Shift from transactional based selling to value based selling


This advanced sales and account management program provides the shift from transactional based selling to value based selling. The philosophy behind the program is to view key account management as a strategic partnership between supplier and client with the purpose of delivering superior value propositions to their customers or ultimate consumers. The selling process is viewed as a management approach aiming at building long term relationships with accounts by offering them on a continuing basis a product/service package tailored to their individual needs. The key account manager is required to think and act on a strategic level while applying explorative selling and negotiation skills. This program is for all sales and account management staff with an account and sales responsibility.

Key competencies and skills addressed and learned in this program

  • Selling versus account management
  • The account planning process
  • Key selling principles
  • Selling skills and techniques
  • Sales process
  • Structure of the sales call
  • Analyzing needs, identifying consequences and bridging gains
  • Handling objections
  • Presenting tailor made advice
  • Negotiation principles, techniques and process
  • Competitive negotiations

Key learning outcomes

The participants become conscious about the strategic approach behind successful sales and account management. During the program, participants develop and train the necessary skills and techniques which increase their long term effectiveness working with customers and key accounts. Participants learn how to maximize their potential during each phase of the selling process while working on clear and long term objectives.


4 day program delivered in one week or as an alternative in 2 blocks of 2 days (including an evening program) with an intermediate period of 2 or 3 weeks. This program can be provided in 3 days by leaving out the negotiation modules.

Additional information specific to this program

An effective group size for this program is 8 to 12 participants. A training room suitable for 14 people (including trainer) and sufficient extra space for role plays and exercises. Minimum 2 flipcharts, paper, projector and monitor to show video role plays. Informal break out space for up to 3 groups.