Raffrey Consulting’s Strategic Account Planning programme assists businesses develop continuous, positive relationships with clients based on product, service and value.
This programme is a logical follow-on from the Raffrey Consulting Consultative Sales programme, which focuses specifically on developing individual sales skills. Whereas, the Strategic Account Planning programme focuses on the development of effective and formal client/customer/territory account plans.
The programme is conducted as a workshop and presents practical account planning tools, tailored to your business’ requirements.

Workshop Objectives

The primary objective of the Strategic Account Planning approach is to enhance the effectiveness of sales planning and business development for major clients. The workshop aims to achieve the following objectives:

• Definition of Strategic Account Planning
• Differentiation between product/service, relationship, strategic and partnership sales and business development
• Understanding the various roles of buyers and influencers
• Developing skills to approach sales as problem solvers (reactive) and account developers (proactive)
• Creation of a formal Account Management Planning system to ensure that clients are worked on, not just in.

Workshop Curriculum:

• Arrival, Introduction, and Workshop Overview
• Workshop Objectives
• Strategic Selling: Definition and Importance
• The Sales Funnel: Understanding the Stages of Sales Process
• Buyer Roles: Identifying the Different Buyer and Influencer Roles
• Strategic Account Planning: Overview and Benefits
• Filtering: Prioritising Major Accounts for Strategic Planning
• Analysis – Situation and Plans: Assessing the Current Situation and Future Plans of Major Accounts
• Analysis – SWOT Analysis: Conducting a SWOT Analysis of Major Accounts
• Forecasting – Needs Grid: Identifying and Addressing the Needs of Major Accounts
• Forecasting – Solutions Grid: Developing Effective Solutions for Major Accounts
• Sales Situation Analysis: Identifying Key Sales Situations and Addressing Them
• Client Selection: Selecting the Right Clients for Strategic Account Planning
• Action Plans: Developing Action Plans to Achieve Sales Goals
• Development and Finalisation of Strategic Account Plan: Bringing It All Together
• Workshop Review and Follow-Up: Reviewing the Workshop and Ensuring Follow-Up

Duration of Workshop

The Strategic Account Planning Workshop by Raffrey Consulting typically takes place over a period of two days, either on-site or off-site, as required by the client. The schedule can be adjusted to suit the specific business requirements of the client.

Do You Want to Learn More?

We would be pleased to receive your call to provide you with additional information regarding the Raffrey Strategic Account Planning program. We can discuss how the program can be customized to meet your specific needs, or talk about any other business growth challenges that your business may be facing.