Strategic Sales and Customer Development


Your Situation

You are responsible for one or more high-profile customers and would like to continue to build and secure your business. You are knowledgeable and skilled in the basics of the "tools of the trade" and are now looking for strategic methods to identify addition potential, to expand your customer base and to generate sustainable growth. Your tasks include developing product and customer strategies as well as coming up with a "customer road map" for the in-house matrix with a variety of product segments and regions.

Your Benefit

The strategic sales training will help you in the following ways:

  • ­ Analytical toolset for the development of new/additional potential in your customer´s "share of the wallet"
  • Roadmap for predictable growth (customer strategy and structure)
  • ­Combining operational and strategic sales planning
  • upporting managers and sales in the sustainable achievement of goals
  • Tangible customer benefit – development of real USPs to distinguish yourself from other market players
  • ­Learning the mechanics of strategic differentiation both internally and externally
  • Building communication competency in the matrix and in a multicultural environment


­ The key elements of strategic selling:

  • Planning with the sales filter
  • ­Selection of the product portfolio according to Foster (S – Curve)
  • Strategic competitor analysis
  • "Five Forces and Strategy Model" according to Porter
  • ­Maintaining the various stakeholders in the buying process – exerting influence and communication competence
  • PEST and SWOT analysis
  • ­Product/marketing matrix according to Ansoff
  • Communication in a multi-cultural environment and on various levels


  • Technical input
  • Group work
  • Business simulation



Profile as PDF-download


Moderation, Personality Development, Sales & Key Account Management, Management Techniques


English, German


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