Account Strategy for Major Sales

ICTD International Centre for Training and Development

How long?

  • 12 days
  • in person

What are the topics?

ICTD International Centre for Training and Development

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Who should attend

Highly appropriate for sales managers, account managers, sales executives and any other specialists tasked with the management of long- cycle sales involving multiple influencers/decision makers, strong competitive activity and a perceived risk for the customer of making the wrong decision.

About the course

The program is aimed at individuals and/or teams that need the right mix of skills, processes and tools to win more opportunities. Built around a business simulation that recreates a competitive sales opportunity, delegates compete to devise and execute strategies and tactics that win the deal. Ultimately, it’s what delegates do face-to-face that wins or loses them the business - just as in real life.

To give you:

  • practical techniques with which to understand and influence the customer’s decision drivers: reinforcing the needs you can meet and redefining the ones you can’t
  • tools for analyzing and handling the competition by maximizing your differentiators and minimizing theirs
  • mapping for the DMU, showing who to speak with, in what order and about what issues
  • the means to record where you are in the opportunity, plan what to do next and develop tactics to do it
  • Methods for preventing losses late in the sales cycle.

## Course Objectives

By the end of the program, participants will be able to:

  • Create better access to the real decision makers and better verbalize their value proposition and business case
  • Be able to describe the psychology of customer needs
  • Navigate the DMU more effectively
  • Demonstrate a proactive win strategy and be better prepared to handle the competition
  • Describe their progress in the opportunity with clearer objectives around what to do next
  • Pre-handle and manage late-cycle concerns

## Course Outline

The Buying Cycle

  • The psychology of complex buying behaviour.

Account Entry Strategy

  • How to map the decision making unit so that you are talking with the right people, at the right time, about the right issues.

Decision criteria

  • How customers arrive at the decision criteria they use.

  • How to influence the criteria in your favour.

Competitive Analysis

  • Principles of competitive advantage and ‘hard’ and ‘soft’ differentiators.

  • Buying criteria – how customers evaluate competitive offerings and how you can influence their Decision Guidelines in your favour.

Customer concerns about risk

  • Why sales stall close to the decision.

  • Why selling skills don’t help you at this stage.

  • How to resolve concerns to your advantage.

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Account Strategy for Major Sales at ICTD International Centre for Training and Development

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