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Selling to Major Accounts: A Strategic Approach

You can no longer afford to expend energy on account development without a plan or focus. Major account selling requires a long cycle and a big investment of resources. That’s why today’s successful sales professionals are more than just tactical pros…they’re strategic experts. Now, in this account management training seminar, learn how to develop a strategic selling plan that will save you time, money and hassles by identifying the right account and project, why your offer matters to them, what it takes to assure their long-term relationship and how to move them along the pipeline quickly.

Seminar Number: 05235

4.8
(134 reviews)
  • In-Person
  • Live Online
  • At Your Company Location

Course Scheduling & Pricing

Home>Course Topic>Sales>Selling to Major Accounts: A Strategic Approach

About This Course

Major account management requires thoughtful planning, long-term relationship development and a coordinated strategy across the organization. This course focuses on building the strategic discipline required for managing complex client relationships and navigating enterprise-level sales cycles. Participants strengthen their approaches through major account sales strategy and structured account management training, learning how to build stronger client partnerships and develop sustainable revenue opportunities.

Read the FAQs

Who Should Attend

  • Sales professionals, sales managers, account managers, sales representatives and sales executives
  • Vice presidents and directors of sales and marketing
  • Anyone who is seeking account management training that offers best-practice techniques used in major account selling today

Note: A minimum of three years of sales experience is recommended.

  •   In-Person3 Day(s)
    1.8 CEU, 18 PMU
  •   Live Online3 Day(s)
    1.8 CEU, 18 PMU
 
 

You can no longer afford to expend energy on account development without a plan or focus. Major account selling requires a long cycle and a big investment of resources. That’s why today’s successful sales professionals are more than just tactical pros…they’re strategic experts. Now, in this account management training seminar, learn how to develop a strategic selling plan that will save you time, money and hassles by identifying the right account and project, why your offer matters to them, what it takes to assure their long-term relationship and how to move them along the pipeline quickly.

  • Enhance sales performance while expending less energy
  • Gain customers’ loyalty by understanding their needs
  • Increase the business from existing accounts
  • Shorten the sales cycle by identifying and removing internal and external bottlenecks
  • Hone in on prospects predisposed to buy from you
  • Become more efficient at account maintenance
  • Create a clear sales plan that keeps you organized
  • Learn ways to get referrals from existing customers
  • The changing environment: the salesperson as strategist
  • Developing the strategic plan: thinking “big picture”
  • Establishing goals, objectives and indicators to enhance major-account performance
  • Skills needed for selling to major accounts
  • Qualifying your best opportunities: your likeliest sources for RTEM (Return on Investment of Time, Effort and Money)
  • Managing and tracking pipeline performance

Learning Objectives

  • Identify Your Best Opportunities and Persuade More of Them to Take Action More Quickly
  • Spot Prospects with a Poor Prognosis for Success, and Avoid Them
  • Shorten the Sales Cycle
  • Earn More with Less Effort
  • Improve the Sales Process to Improve Results
  • Apply the Concept of RTEM—Return on Investment (of Sales) on Time, Effort, and Money—to Get More Out of Your Activity
  • Manage Your Performance to Improve It Continuously

Thinking Strategically

  • Address the Challenges Associated with Selling
  • Differentiate Between Strategy and Tactics
  • Apply the Concept of RTEM to Your Efforts
  • Know the Four Elements of Your Selling Strategy—What, Who, Why, and How

The Major Account

  • Define What Constitutes a Major Account
  • Differentiate Major Accounts from Other Types of Customers
  • Understand Your Role as a Major Account Manager
  • Develop a Strategic Approach to Managing Your Major Accounts

What Have You Got to Sell?

  • Sell the Strengths of Your Offerings
  • Define Your Ideal Customer and Find Prospects That Match the Profile
  • Define the Ideal Project and Invest Resources to Secure It

The Selling Process

  • Manage the Sales Process More Effectively
  • Create Process Milestones Based on the Five Key Prospect Actions
  • Define Results Indicators to Improve the Sales Process

Identifying High RTEM Opportunities

  • Improve Your Ability to Qualify Opportunities
  • Choose Opportunities with the Best Prognosis and Invest in Them
  • Identify “Non-Starters” and Avoid Them

Managing Relationships

  • Manage Internal Relationships
  • Manage Customer Relationships
  • Distinguish Between Business Development and Account Maintenance

Managing Your Pipeline

  • Understand Mathematical Assumptions About Your Pipeline
  • Spread Your Risk By Managing the Pipeline
  • Manage the Non-Sales Demands on Your Time
  • Use Leverage to Produce Referrals
  • Emphasize Results Over Activity

Tracking Performance for Continuous Improvement

  • Use the Plan-Do-Check-Act Cycle to Improve Continuously
  • Develop Meaningful Performance Targets
  • Manage Account Performance Strategically
  • Create and Maintain Action Plans That Keep You Focused

Committing to Action

  • Know What Elements of This Program Work Best for You
  • Plan a Course of Action to Adopt the Learning
  • Develop Habits to Lock in New Skills

Download Extended Seminar Outline PDF

View a Sample of Our Reviews

4.8

134 reviews

 
I thought the curriculum and presentation were excellent. A lot of info to take in but definitely a great tool.
5
Allen B.
 
Sales
 
Industry: Consumer Services
Well taught and beneficial course that will help me in the future.
5
Lindsay C.
 
Medical Devise Specialist
 
Industry: Holding Companies & Conglomerates
great interaction/participation among students. Shared many ideas on most subjects and considered multiple approaches to real challenges we are facing in our jobs
5
George E.
 
Director of Sales
 
Industry: Manufacturing
One of the best training by far. The content was informative and the course leader was engaging. Very interactive with allowing to learn from other in the class. I am taking a few things back to my leadership to try and implement within the sales team.
5
Cori M.
 
Account Executive
 
Industry: Business Services
The class was overall very good, it contained good information and relevant tools and exercises. The instructor was engaging and entertaining. He brought relevant real world experiences and knowledge to the conversation and kept the class very dynamic.
4
Carrie D.
 
Vice President - National Account Development
 
Industry: Real Estate

This course is valid for 18 PMUs.

American Management Association is accredited by the International Accreditors for Continuing Education and Training (IACET) and is accredited to issue the IACET CEU.

In-Person Schedule

2 Sessions Available

Live Online Schedule

2 Sessions Available

  • $2,895.00 Non Members
  • $2,595.00 AMA Members
  • $2,567.00 GSA
Date Duration State City Zip
  2026-09-14 2026-09-16 Sep 14, 2026 - Sep 16, 2026 3 Days GA Atlanta 30309-7705 Atlanta Register Now

  2026-12-01 2026-12-03 Dec 1, 2026 - Dec 3, 2026 3 Days NY New York 10019 New York Register Now

Frequently Asked Questions

What is a major account sales strategy?

A major account sales strategy focuses on developing long-term relationships with an organization’s most valuable customers. Instead of transactional selling, account leaders work to understand the client’s business goals, identify growth opportunities and coordinate internal resources to deliver strategic value over time.

How does major account management differ from traditional sales?

Traditional sales often focus on closing individual deals. Major account management emphasizes long-term partnerships with high-value clients. Professionals responsible for strategic accounts must manage complex relationships, align solutions with client priorities and develop account strategies that support ongoing business growth.

Who should attend account management training like this program?

This account management training program is designed for sales professionals responsible for managing strategic or high-value accounts. Typical participants include sales managers, sales representatives and sales executives, as well as vice presidents and directors of sales and marketing who oversee major client relationships. It is also valuable for professionals seeking major account management training that reflects best practices used in modern strategic selling. Because the course focuses on advanced major account sales strategy, participants are recommended to have at least three years of sales experience.

What skills are developed in account executive training?

Strong account executive training focuses on strategic planning, stakeholder relationship management and identifying growth opportunities within existing accounts. Participants learn how to map client organizations, understand decision-making structures and position solutions that support the customer’s long-term business objectives.

How can I build an effective account management strategy?

A successful account management strategy requires understanding the customer’s business priorities, identifying key stakeholders and aligning solutions with strategic needs. This program teaches participants how to evaluate account opportunities, strengthen client relationships and create structured plans for long-term account growth.

What makes a major account management approach successful?

Successful major account management depends on collaboration, strategic thinking and proactive relationship management. Professionals must work closely with internal teams while maintaining strong communication with clients to ensure solutions deliver meaningful business value.
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