Strategic Selling

Strategic Selling & Account Management

Research from top UK business schools proves that owner-managers of the fastest growing SMEs invest a significant amount of time nurturing and developing existing client relationships, just as they do for new business.

Growth inevitably comes from long-term, sustainable business relationships – and these do not evolve by chance. Instead, they are the result of focused, meaningful and careful relationship- building at all levels.

In our first sales programme, Consultative Selling, we strongly advocate the concept that, in consultative sales, real success is not about short-term, transactional results; it’s about building long-term, mutually-beneficial business relationships which are nurtured to develop and evolve over years.

This advanced programme covers the skills needed to build those relationships from ‘saplings into oaks’.


Who should attend?


Those with good understanding of, and experience in, consultative selling and sales techniques, who wish to widen their scope for seriously enhanced sales results through building sapling business relationships into oaks.


This is a 1-day programme:

  • Appreciate the value of building long term business relationships to the mutual benefit of your clients and your own organisation.
  • Enhance your strategic business development capability, to identify and achieve ambitious sales goals and objectives.
  • Use simple tools to effectively apply client analysis and account management techniques to greatly enhance the value of your client base.
  • Have some creative ideas to enable you to gain a great return on your investment in this programme!

What’s covered

The business case
  • The true value of developing sustainable business relationships
  • Why business-to-business relationships break down
  • The client lifecycle (‘marriage’)
  • The advantage of understanding supplier/client relationship ‘value’ preferences


The strategic approach
  • How to avoid ‘average’ businesses growth
  • ‘Lemon-squeezing’ and ‘sticking to the knitting’
  • Receiving and giving value – the ‘squeezing’ questions
  • Building the brand
  • The Boston Matrix and changing client habits
  • Porter’s 5 forces


Practical approach and application
  • The benefits of account management
  • The key focus of account managers
  • The account management review meeting
  • High gain questions
  • Practical in-depth analysis of accounts
  • Your sales vision