Selling to Key Accounts


How can you effectively convince your customers and prospects to buy your products? The decision making process is made by people, and people act and react differently in accordance with their internal needs. Selling to Key Accounts (SKA) helps participants position themselves as problem solvers for the needs of their customers.

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Objectives & Benefits




  • Understand how your natural communication style affects your ability to be an effective salesperson.
  • Develop the ability to recognize the internal needs of others by their observable behaviors, and to relate those needs to the product or service you are selling.
  • Be able to use your behavior to build trust with people who have different communication styles.
  • Prepare and commit to solving an important real-life sales challenge after the workshop by choosing someone you want to influence more effectively.
  • Learn how to select what benefits people need to hear in order to be motivated to “Buy/Accept” your proposals.
  • Apply the Communicate and Win™ Expert Profiling System to create a Gameplan™ for sales success.

Key Features

Social Style

• Consequences of poor communications
• Mr. “X” Case Study
• Persona Trust Model
• Description vs. Judgement
• Communication Style Matrix

Trust and Empathy

• Four Elements of Trust
• Strengths & weaknesses in Trust Building
• Empathy
• Behaviors of a person projecting empathy
• Style & empathy feedback

Change and Defensiveness

• Style Recognition exercises
• How each style reacts to tension
• Maintenance cycle
• Defensive behavior
• Growth spiral
• Persuasion


• Understanding flexibility
• Behaviors of a flexible person
• Flexibility feedback
• Bingo game

Selling to Key Accounts

• How people buy
• Organizational buying decisions
• Getting in the door
• Entry contact – getting in…
• Taking a problem resolution outlook
• User contact – taking a problem resolving outlook
• Competing with other options
• Decisionary contact – competing with other options
• Resolving concerns
• Decisionary contact – resolving concerns
• Delivery as promised
• Implementation contact – delivery as promised
• Action plan

Face to face negotiation

• In business, what each style responds to
• A six-step negotiation process


Online or mobile application

Added Value Features

01. Self-perception Survey
Participants’ perception of their own communication style.02. Respondent Survey
Respondent Survey
Participants receive feedback about how a peer or colleague perceive their Style, Empathy and Flexibility.
03. Gameplan Case Study
Role playing on how the participant communicates with a “real life” difficult person.


Added Value Features

MOBILE APPLICATIONAll participants can acquire access to Persona’s expert system Gameplanning Software on the iPhone or Android phone to meet future communication challenges. This cutting edge technology help users:
• Reach greater retention and proficient use of acquired skills.
• Take notes, share information/listener profiles with managers and colleagues.
• Include specific benefits their clients are listening for.The app provides business support and reinforcement; it enables delegates to “Prep” themselves just before an important interaction with anyone they need to persuade, influence or motivate.