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// Sales Training

Strategic and Key Account Management

Penetrate, expand, and protect your key accounts.

How many of your accounts are buying everything they should from you across all of your capability areas? 

Selling to existing accounts is one of the biggest untapped opportunities for revenue growth. In fact, Top Performers in Strategic Account Management experience significantly greater revenue growth, profit growth, and year-over-year client satisfaction. 

Our Strategic Account Management program introduces a proven process for strategic account planning that helps account managers systematically review and grow their most important accounts.

Watch the video to learn how top performers grow their accounts.

62%
of companies believe they're ineffective at maximizing sales to existing accounts across capability areas.
#1
The #1 priority cited by sales leaders in the year ahead is increasing business with existing accounts.
76%
of companies believe they should be generating at least 25% more revenue from their strategic accounts.

Source: Top Performance in Strategic Account Management, RAIN Group Center for Sales Research

Leaders know there's a significant opportunity to grow sales with existing accounts, yet few are able to turn that opportunity into account growth reality.  

In Strategic Account Management, we give your team the knowledge, skills, tools, and action plan they need to tap into this opportunity and grow your key accounts. 

Modular Approach to Account Management Skill Development

With over 70 portable, modular blocks, we work with you to quickly design custom curricula with the strategic and key account management content your team needs to penetrate, expand, and protect your accounts. Content, tools, and cohorts are tailored to your world. Strategic and Key Account Management modules include:
Growing Strategic and Key Accounts

Growing Strategic and Key Accounts
Analyzing Stakeholders and Decision Making

Analyzing Stakeholders and Decision Making
Filling Your Account Pipeline with New Opportunities

Filling Your Account Pipeline with New Opportunities
Leading a Value Lab

Leading a Value Lab
Account Mission and KPIs

Account Mission and KPIs
Selecting Key Accounts for High Pursuit Intensity

Selecting Key Accounts for High Pursuit Intensity
Competitor Analysis and Planning

Competitor Analysis and Planning
Plays and Big Plays to Ensure Account Success

Plays and Big Plays to Ensure Account Success
Deepening and Strengthening Relationships

Deepening and Strengthening Relationships
Succeeding with Account Research

Succeeding with Account Research
Making Account Plans Rock Solid: The VC Test

VC Testing Account Plans

We offer a full curriculum of modules across the sales cycle from prospecting to advanced consultative selling, virtual selling, winning major sales, account management, and sales management. Learn more about our suite of sales training programs east

Strategic Account Management Training Built for the Adult Learner

Each modular block is a self-contained topic that includes pre-work, a classroom session, application assignments, and application coaching. Modules are built to ensure the training sticks, behaviors change, and results are realized.
whats_in_a_module_mobile

1. Learn

Pre-work is delivered via micro learning, video, and exercises that allow participants to learn key concepts prior to classroom sessions.

2. Collaborate & Practice

Highly interactive and collaborative classroom sessions, delivered virtually or in person, focus on practice, application, and feedback.

3. Reinforce & Apply

Micro learning and videos drive post-session reinforcement. Application Assignments allow sellers to apply new skills to live sales situations.

4. Refine

Between sessions, Application Coaching helps sellers refine skills and build confidence while being held accountable for on-the-job implementation.

1. Learn

Pre-work is delivered via micro learning, video, and exercises that allow participants to learn key concepts prior to classroom sessions.

4. Refine

Between sessions, Application Coaching helps sellers refine skills and build confidence while being held accountable for on-the-job implementation.

whats_in_a_module

2. Collaborate & Practice

Highly interactive and collaborative classroom sessions, delivered virtually or in person, focus on practice, application, and feedback.

3. Reinforce & Apply

Micro learning and videos drive post-session reinforcement. Application Assignments allow sellers to apply new skills to live sales situations.

After the curriculum is delivered, sellers are coached and held accountable for applying new skills and making new behaviors permanent through our Execution Assurance process.

Training Modalities

onsite_training

Onsite Instructor-Led Training

virtual_training

Virtual Instructor-Led Training

train_the_trainer

Train-the-Trainer

total_access

Total Access®

RAIN Group helped us accelerate our strategic account management process. Our sellers spend a lot of time with existing relationships. In order to grow our revenue in existing accounts we need to identify new relationships, new buying centers, and provide fresh compelling insights and ideas. RAIN Group provided us a framework to penetrate new buying centers and bring new, big ideas to our clients.

Vice President Market Development, Hitachi Solutions

Experience Success Like Our Clients

Woodard & Curran grows strategic accounts by 110% year-over-year.

As Woodard & Curran grew and expanded its offerings, they faced the challenge of selling their full set of capabilities to their existing clients. To help establish a process for growing their existing accounts, they brought in RAIN Group.

RAIN Group assessed skills to identify professionals’ strengths and weaknesses, developed a customized Strategic Account Management program, developed custom tools, and reinforced training through online learning. Key metrics include:

  • 110% year-over-year growth in the named accounts where RAIN Group’s strategic account method was applied
  • Sales grew from $250,000 to $3.5 million in a single account

Click here to read the full case study east

Select Clients

Woodard Curran
Medtronic
Hitachi
Toyota

Insights and Resources for Account Management

Transform Your Team with Account Management Training

Learn how RAIN Group’s transformational approach to training and behavior change can help develop the strategic account management skills of your team.


Transform Your Team with Account Management Training

Contact Us

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+1 508-405-0438 +1 508-405-0438
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+351 96 23 45 090 +351 96 23 45 090
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+82 2 862 8450 +82 2 862 8450
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+61 2 8004 2044 +61 2 8004 2044
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+1 416-992-3284 +1 416-992-3284

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