Key Account Management and Consultative Selling: Account Planning and Value Selling – Paris, 25–29 Oct 2027
DestinationParis
Dates25 – 29 October 2027
Reference1225_7085
This session
25–29 Oct 2027
This Key Account Management and Consultative Selling: Account Planning and Value Selling session in Paris runs from Monday 25 October to Friday 29 October 2027 (week 43, Q4 2027). It is the 2nd of 2 dates in Paris in 2027, at a fee of 23,500 SAR, the same for each of them. Registration is open for this date. It is held in person at Right Bank business hotel.
Large customers generate a disproportionate share of revenue, yet many are managed reactively: relationships depend on a single contact, conversations centre on price, and growth opportunities go unnoticed until a competitor finds them. This Core Concept course equips account and sales managers to manage key accounts strategically and to sell consultatively, using recognised account planning, buying influence and questioning models. Participants rehearse real customer conversations through role-play with structured feedback and leave with a Key Account Plan for one of their own strategic accounts.
Course Objectives
Segment an account portfolio and assess account attractiveness, profitability and relationship stage
Map buying influences and decision processes inside complex customer organisations
Conduct consultative discovery conversations using SPIN questioning and insight-led commercial teaching
Build quantified value propositions and business cases that connect the offer to the customer's own objectives
Protect and grow key accounts through renewal negotiation, risk monitoring and whitespace analysis
Produce a Key Account Plan that aligns the internal account team and the customer around shared goals
Target Audience
Key and strategic account managers responsible for major customer relationships
Sales managers leading teams that serve large or complex accounts
Business development managers converting large opportunities into long-term relationships
Technical and solution sales managers supporting complex B2B deals
Client relationship managers in professional services, banking and industrial sectors
Channel and distributor managers responsible for strategic partners
Course Outline
Day 1: Key Account Management Foundations and Portfolio Assessment
KAM Relationship Development Stages: Exploratory to Integrated
Account Portfolio Segmentation with the Directional Policy Matrix
Account Profitability and Cost-to-Serve Analysis
Customer Business Analysis Using Value Chain and Annual Report Review
Current-State Account Health Check Scorecard
Day 2: Consultative Selling and Account Management Models
Buying Influences Mapping: Economic, User and Technical Buyers and Coaches
SPIN Questioning Model: Situation, Problem, Implication and Need-Payoff
Challenger Commercial Teaching and Insight Development
MEDDICC Opportunity Qualification
ISO 44001 Collaborative Business Relationship Principles
Day 3: Running the Consultative Conversation
Discovery Meeting Preparation Plan and Question Bank
Value Proposition and Quantified Business Case Build
Solution Presentation Using the Problem-Implication-Solution Structure
Mutual Action Plan with Customer Stakeholders
Quarterly Business Review Agenda and Scorecard
Day 4: Complex Accounts, Risk and Growth
Procurement-Led Buying: Tender Constraints and Supplier Evaluation Criteria
Principled Negotiation and BATNA Preparation for Renewals
Account Risk Register: Churn Signals, Single-Threading and Competitor Displacement
Cross-Sell and Upsell Whitespace Analysis
Internal Account Team Alignment Using a RACI Matrix
Day 5: Role-Play Practice and the Key Account Plan
Discovery Meeting Role-Play with a Sceptical Economic Buyer
Renewal Negotiation Role-Play Under Price Pressure
Relationship Map and Stakeholder Coverage Plan for an Own Account
Key Account Plan Drafting
Account Plan Review Panel and Feedback
Skills You Will Gain
Account Portfolio Analysis
Stakeholder Relationship Mapping
Consultative Questioning
Value Quantification
Opportunity Qualification
Renewal Negotiation
Account Risk Management
Account Team Leadership
Why Attend This Course
Return with a Key Account Plan for one of your own strategic accounts, reviewed by peers and facilitators
Rehearse difficult discovery and renewal conversations and receive structured feedback before facing real customers
Stop relying on a single contact by building coverage across the whole buying group
Learn how account managers in other sectors and countries protect margin under procurement pressure
Conclusion
Key accounts are kept and grown by understanding the customer's business better than competitors do and by turning that understanding into value the customer can measure. This course moves from portfolio and profitability analysis, through buying influence, questioning and qualification models, to value propositions, negotiation and account risk. The final day rehearses the conversations that matter most and turns the material into a Key Account Plan that participants take back to their teams and their customers.
Key Account Management and Consultative Selling: Account Planning and Value Selling runs in Paris over 5 days, with 2 upcoming dates in Paris. The course fee is 23,500 SAR.
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