Course Outline

Module 1: Introduction to Account-Based Selling

• Define account-based selling and its importance.
• Identify key components of an effective strategy.
• Explore differences between traditional and account-based selling.
• Analyze case studies of successful account-based sales.
• Develop a personalized account-based selling plan.

Case Study: Review a real-life successful account-based selling campaign.

Module 2: Identifying High-Value Accounts

• Criteria for selecting target accounts.
• Techniques for account research and segmentation.
• Utilizing CRM tools to identify potential accounts.
• Develop account personas for targeted selling.
• Create an account prioritization framework.

Project: Conduct a market analysis to identify potential high-value accounts.

Module 3: Crafting Tailored Value Propositions

• Understand customer pain points and needs.
• Develop unique value propositions for each target account.
• Techniques for customizing presentations and pitches.
• Importance of storytelling in sales.
• Practice delivering tailored value propositions.

Case Study: Analyze the effectiveness of various value propositions in past sales.

Module 4: Building Relationships with Key Stakeholders

• Identify and map stakeholders within target accounts.
• Techniques for effective networking and relationship building.
• Strategies for engaging decision-makers.
• Develop a follow-up strategy for ongoing engagement.
• Role of empathy and active listening in relationship management.

Project: Create a stakeholder map for a chosen target account.

Module 5: Measuring Success and Continuous Improvement

• Key metrics for evaluating account-based selling efforts.
• Techniques for gathering feedback and insights.
• Adjusting strategies based on performance data.
• Importance of collaboration with marketing for continuous improvement.
• Develop a plan for long-term account management.

Case Study: Review metrics from a previous account-based selling initiative and identify areas for improvement.