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Account Strategy for Major Sales

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Huthwaite has been researching the key success factors in high value sales processes for over 30 years. From the very start, the company’s researchers have monitored with a lot of interest the evolution of complex processes with a long sales cycle. The outcomes of these studies have been used to develop the Huthwaite approach to key account strategies.
Account Strategy for Major Sales is recommended to sellers engaged in complex sales processes, with a long sales cycle, which involve several persons in decision-making, intense competition activities and higher risks, perceived as being associated with the purchasing decision.

Key messages

• Successful sellers understand the psychology of high value purchasing decisions, and approach the sales process from the customer’s perspective;
• Skillful sellers have an account entry strategy which goes beyond traditional labels such as users, persons with influence roles, evaluators etc.
• Truly efficient sellers assess their own position in relation to the competition, using the same techniques as the customer and the result of this analysis in order to shift the customer’s perception in their favor;
• They can identify early signs of customer doubts related to the change risk, and act in order to help the customer overcome these doubts;
• The best sellers understand that each sale is an opportunity to create a relation and sets of common values which go beyond the decision of posting an order, thus building a partnership.

 Topics

• Psychological stages of complex purchasing decisions;
• The Buying Cycle®

Account entry strategies

• Focus on receptivity;
• Focus on discontents;
• Focus on power.

Purchasing criteria

• Competitive edge principles;
• Purchasing criteria;
• Influencing purchasing criteria.

Risk-related doubts

• Why people have second thoughts before making a decision;
• How to handle the doubts to your advantage.

Contract implementation

• Motivation breakdown and strategies to avoid it;

Account development

• Strategies to maintain the position and manage competition;
• Partnership building.

Expected results

• Accompanying the customer throughout the purchasing cycle;
• Building an account entry strategy tailored to the situation;
• Identifying and influencing the customer’s purchasing criteria;
• Preventing and handling purchasing-related doubts;
• Using strategies to maintain a high level of customer motivation throughout implementation;
• Using strategies to retain accounts.

 Methods used

• Simulation;
• Analysis and feedback;
• Presentation;
• Tests.

Account Strategy for Major Sales® is one of the trainings included in the Huthwaite International Certificate.

The level covers the strategic sales skills required by high-value sales professionals or by key account management. In order to obtain the certificate, one needs to go through four training programs, followed by a test and one hour of consultancy free-of-charge.

In addition to Account Strategy for Major Sales, this level also includes the following trainings:

SPIN® Selling Skills
Built upon a research of 35,000 sales calls, the SPIN® method is the most direct answer to two questions: “What does a successful salesperson do?” and “How is he doing it?”. This is one of the few trainings which are not limited only to discovering necessary sales behaviors, but also changes the participants’ basic habits, replacing them with a successful model.

Huthwaite Negotiation Skills®
The critical role of negotiation in business relationships cannot be denied: the negotiation is the process concluding a high-value sale and actually determining the profitability for the salesperson. Furthermore, the negotiation is the process by which the business partnerships either evolve to mutual profitability or slide towards resentfulness. The training proposes a series of behaviors by which the salespersons can not only increase the profitability of the agreements, but also make sure that the negotiation partner is satisfied with the result, thus opening the way to a long-term successful collaboration.

Those programs are exclusvely delivered in Romania by the Sales Academy and is certified by Huthwaite International.