Advanced Selling

Strategic Selling and Account Management

Research from top UK business schools proves that owner-managers of the fastest growing SMEs understand the need to invest time to nurture and develop 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 course, 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 to evolve over years.

This advanced course covers the skills needed to further develop those relationships from ‘saplings 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.
  • Using 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 (ROI) in this programme!

Who should attend?

Those with good understanding of, and experience in, consultative selling and sales techniques, and wishing to widen their scope for seriously enhanced sales results through deeper, more sustainable business relationships.

What’s covered

The business case

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


The strategic approach

  • How owners of average performing business attempt business 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