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Developing Strategic Accounts™ (DSA)

How to grow Sales and improve Customer Relationship at Key Accounts


  • Uncover Business Opportunities – through deeper understanding of customers structure and position
  • Optimize Customer Value – through focussing on customers specific objectives
  • Secure Repeat Business – through improving customer satisfaction
  • Better use of synergies – through better internal communication
  • Joint Account Plan – through involving the whole team in the planning process
  • Management Support – to secure resources for implementation
  • Raise Market Share – through systematic customer development


Developing Strategic Accounts™ enables Account-Teams to develop a comprehensive Account Plan. In many businesses, up to 80% of total turnover comes from few key customers. Therefore a Key Account Manager has to strategically develop their most important customers.

Participants gain a better understanding of the specific sutuation of their customers and critically analyse their current positions at these accounts. They improve their relationships and jointly develop new business opportunities. Based on this analysis they develop a strategy for the next 1-2 years to enlarge their business relationship.

Who should attend?

Account Teams with participation of all functions (sales, product specialists, service). Objective of the team is to work out a comprehesive plan for the development of the business relationship with this account.

Workshop Contents

  • How to apply a team orientated methodology for the development of the customer relationship
  • How to analyse your own position and the position of your competitors
  • How to understand the customer needs, objectives and critical success factors
  • How to identify new business opportunities and and enlarge the existing business
  • How to develop a vision and determine measures to reach objectives
  • How to involve the customer in the development of a business plan
  • How to intensify the relationship to key persons
  • The implementation of this systematic approach is supported by a software tool


The 2 - days workshop starts at 9 a.m. on the first day and ends at 5 p.m. on the second day

Preparation of Participants

To maximise the benefits of the workshop, the participants select the customers with the highest potential. In order to facilitate the preparation of account plans, they collect all relevant information and data and bring this material to the workshop.


ITC’s trainers all have a successful selling background and several years of experience in using our methodologies. All information exchanged in the workshop is held in strict confidence.

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How customers speak about us

The best reference for the success of our training methods are our satisfied customers:

“The best sales training I ever attended, including various trainings during my years in the US. He is a real expert. I would like to take more courses from him.”

Sales Engineer, IT Company

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