Major Accounts Sales Training Programme

Exact dates of sessions will be shared in due course. Meanwhile, we're encouraging to register your interest.

This in-depth Major Accounts Sales Training Programme, delivered by Selling Interactions, is designed to equip participants with the practical tools, frameworks, and strategic insight required to successfully develop and manage their largest and most complex customer accounts. Through a series of interactive workshops, participants will build a clear, actionable strategy for growing major accounts while strengthening their ability to influence senior stakeholders.

Who is this for?

This programme is designed for front-line salespeople responsible for managing their organisation’s largest accounts. It is suitable for both developing and experienced account managers who want to strengthen their strategic account management capability.
Please note, this programme is only available to BHETA members.

What will you learn?

As a result of attending the programme, participants will develop a robust strategy for a chosen major account and gain the confidence to lead account development internally and externally. Learning outcomes include:

• Account opportunity analysis
• Strategic relationship development
• Managing power, politics, and influence
• Understanding procurement and category management strategies
• Competitive advantage and account strategy
• Building and reviewing effective account plans

Participants will leave the programme with a clear development plan for a major account, along with the skills and confidence to influence senior decision-makers and lead strategic account growth across their organisation.

Format

A series of six interactive, virtual workshops, each lasting two hours, delivered every 1–2 weeks over a 12-week period.

• Group size: 4–8 participants
• High-quality training materials provided
• Delivered by an experienced sales and account management trainer with hands-on commercial experience
• Supported by on-the-job assignments to help participants build or refine a live account strategy

Programme Structure

Workshop 1

• Account development diagnostic: Where are you strong today and where could you improve?
• Core principles of key, national, and major account management

Workshop 2

• Deep-dive analysis: Knowing your customer, channels, and opportunities
• Managing internal and external politics to improve influence

Workshop 3

• Competitor analysis and building competitive advantage
• Power and dependency in major accounts

Workshop 4

• Account planning: Developing strategic objectives
• Account plan templates, tools, and formats

Workshop 5

• Understanding professional procurement: aims and objectives
• Category and supplier management strategies

Workshop 6

• Account plan review and feedback on strategy
• Virtual account teaming: who needs to be involved to ensure long-term success?

Costs

The programme fee is £1075 + VAT per person.

Cancellation Policy

Registration is subject to BHETA’s cancellation policy: 31 days’ notice is required prior to the date of the training course commencing, after which the full fee will apply. Should BHETA cancel the training event a full refund will be issued.

About Selling Interactions

Selling Interactions is an international research-led B2B sales excellence consulting and training organisation set up in 2010 with a very simple philosophy – search relentlessly for sales best practice and use the insights to help clients improve their sales organisations and ultimately their sales.

Selling Interactions’ training is grounded in extensive, evidence-based sales research, ensuring that your team will benefit from the most effective, up-to-date sales approaches. With a fantastic network of experienced consultants, Selling Interactions brings together professionals who have already achieved success in their careers and transitioned into consulting and training to help others excel. All of their consultants remain active in sales today, meaning they are practitioners who offer practical, real-world insights, not just theoretical knowledge.