Strategic Account Management & Business Development Training Course


2 Days

Who Should Attend

All Sales Professionals: Junior Sales Representatives, Account Executives, Sales Managers, etc. who would benefit from improving their skills in these essential sales and selling areas.


Upon completion, participants will receive a Certificate of Completion from The Performance Management Academy.





The most successful Sales Professionals have a deep and thorough understanding of their customers. They understand who the key players are and they appreciate the organizational strategies, goals and the processes of their clients. When new products are launched, they can quickly secure a meeting with Key Executives and achieve exciting and profitable results. Accomplished Sales Professionals are also skilled in prospecting and identifying new opportunities and building business through the acquisition of new customers.

Course Summary:

Strategic Account Management and Business Development focuses on training Sales Professionals to maximize their results with current clients while developing business and securing new customers. Maximizing account penetration and positively impacting the buying decision is a critical skill that leads to long term, profitable business results. Identifying new opportunities and converting them into additional revenue streams is an expertise that provides for long term organizational growth and prosperity. This course shares the knowledge and tools that lead to long term account growth, retention and success.

Course Outline and Key Topic Areas include:

•    Account Penetration and Customer Business Development
•    Buyer Behaviour and Business Buying Decision Making
•    Strategic Key Account Planning
•    New Business Development
•    Positively Affecting the Key Decision Makers and Buying Influencers
•    Understand Decision Making and Planning to Impact Decisions
•    Learn What Customers Want
•    Review Key Elements of CRM
•    Setting Objectives
•    Importance of Sales Funnel Management
•    Identifying New Customers
•    Effective Cold Calling and Prospecting
•    Securing Customer Executive Buy-In to Long Term Strategic Plans

How You Will Benefit:

•    Understand the critical need, and learn the skills for maximizing account penetration
•    Learn to impact buyers’ (influencers’, gatekeepers’, etc.) ability to help shape decisions
•    Develop skills to secure relationships and ensure senior alignment through annual business reviews
•    Learn the important sales intangibles including the need for trust and commitment
•    Develop consultative selling skills
•    Develop the skills to engage in new business development
•    Learn how to prospect, identify and secure new customers
•    Learn to develop thorough key account plans
•    Learn important cold calling and prospecting techniques
•    Learn to ask the key questions that stimulate discussion that leads to a sale
•    Understand the basics of Customer Relationship Management
•    Learn what is important to buyers
•    Learn the importance of tracking business generation and sales funnels
•    Learn to plan, set and track actionable sales plans and objectives


"Having Performance Management Academy work with our team was the best decision we could make. Together, we learned the importance of being a good manager – armed with useful information, practical tools and a common language to bring forward as we work to improve the quality of our interactions with one another and our staff. Our facilitator was very skilled and took every opportunity to take our comments and questions about present day situations in our work place, and put them in the context of the useful information we were learning through the course. It was interesting, engaging, and allowed us a whole new perspective on why, as managers, “how” we do something is just as important as “what” we do. I would recommend this workshop to any organization that values its employees and workplace health and productivity."

Indigenous Management and Supervisory Skills - Management Essentials
Chief Executive Officer, Kitselas Band Council

"The presentation, material and knowledge shared provided relevant and comprehensive best practices in recruitment and selection. The candidate screening and communications techniques were particularly insightful. I would definitely recommend this session to both new and seasoned recruiters and hiring managers. "

Progressive Recruiting, Interviewing and Selection
Recruitment and Staffing Specialist, Nasittuq Corporation

"As a manager of many years in different sectors of employment (e.g.; First Nations, Federal Government, Provincial Government and Private Sector) and having attended Management Training courses over the years, this three day (3-day) course was the most informative and motivational and provided the proper tools and knowledge on how to improve as managers. The Facilitator was most accommodating and I felt that all the people who participated felt very comfortable with him. He was very down to earth and extremely entertaining with his presentation style."

Management and Supervisory Essentials
Health Care Manager, First Nations Health Board

"Thank you very much for the workshops. They were very interesting and we all gained more knowledge with the items discussed. Great workshop and well as interesting. Additionally, we had many laughs during the exercises. Thank you ThePMAC."

Management Essentials
Executive Director, Constance Lake First Nation

"Nerahten Developments Limited is committed to the training of its staff, that all of its employees perform their jobs properly and professionally in accordance with established policies and procedures. As we have stated to the Instructor on our departure, we were very satisfied with the five day management training session. The Instructor (Charles Hendriks) explained concepts and ideas effectively, facilitated discussion encouraged participation, responded to students’ questions and had thoroughly knowledge of the course material. The text book material was informative, current and classroom/ facilities was suitable. I feel that I have gained valuable skills and knowledge that will help me in my work performance. I would like to thank all the individuals who made this training session possible and would recommend this course to others. "

Management Essentials
Projects Administration, Nerahten Developments, Fort Good Hope, NT

"I will definitely apply what I learnt in this training to my current position. Thank you." "The material was relevant and appropriate." "I enjoyed the whole experience. The trainer is skilled in engaging the class and providing information in a helpful manner. I highly recommend this training!"

Indigenous Management and Supervisory Skills - Management Essentials
Virtual On-Line Training - Comments from a variety of managers from various organizations - including Treaty 3, Kenora, ON

"I am very pleased with the Indigenous Supervisor Management Skills course. The presenter was well prepared and the content is exactly what I needed to help me function well in my job!! Thank you!!"

Indigenous Management and Supervisory Skills - Management Essentials
Friendship House Association, Prince Rupert, BC

"This training was excellent. It was a great combination between skill and knowledge-basedlearning. There were opportunities to practice what was taught through roleplay and group discussions."

Indigenous Management and Supervisory Skills - Management Essentials
Policy Analyst, Ta'an Kwach'an Council, Whitehorse, Yukon