In a recent Gartner poll, 72% of sales leaders said their sales reps struggled to consistently meet account growth targets — not because they lacked effort, but because they were focused on keeping customers rather than growing them. The Sales Institute’s Certificate in Account-Based Selling gives sales professionals the skills, tools, and structured process to shift from order-taker to trusted business advisor, and grow revenue in the accounts they already have.
The Certificate in Account-Based Selling is a six-week remote learning programme built around the journey from tolerated supplier to celebrated business partner. It combines live virtual classroom sessions, eLearning modules, and 1-1 coaching to embed skills that are applied in real account situations throughout the programme.
Programme overview and aims of strategic account management. Understanding the journey from tolerated to celebrated business partner. How to enable sales growth through a focus on business improvement. How success is defined and measured.
How to prioritise high-potential customers and build a focused sales strategy. Developing a compelling core sales message and value proposition. Applying the value planning framework to identify where the greatest commercial opportunity lies within your accounts.
How to improve the buying experience and create meaningful connections with clients. Active listening and diagnostics to understand real needs. How to structure conversations, tailor solutions, and gain permission to proceed to the next stage.
The principles of co-creation and why solutions developed collaboratively with the client generate stronger outcomes. How to map customer requirements, build capabilities to solve their challenges, create a services blueprint, and present the solution effectively.
How to build authority and influence across multiple stakeholders within an account. Coaching internal customer advocates, building internal support within your own organisation, and delivering a successful kick-off meeting.
What goes into a compelling business case and how to present it to decision-makers. How to measure and communicate value, manage risk, and position your solution against strategic business objectives.
Techniques for closing the sale and handling objections. How to improve negotiation skills, apply a structured negotiation process (Prepare, Communicate, Propose, Get Commitment), and manage different personalities at the table.
The Certificate in Account-Based Selling is a six-week remote learning programme structured around four integrated learning elements:
Weekly 1.5-hour live sessions with your instructor
Self-paced content and activities to deepen understanding between sessions
Two individual coaching sessions for focused, personalised support
Two practical assignments to apply learning directly to your own accounts
The Sales Institute has spent over 25 years perfecting sales performance for the world’s leading brands. Our Certificate in Professional Selling has been trusted by sales teams at some of the world’s most recognised companies for over 25 years.
Account-based selling is a structured approach to growing revenue within existing client accounts by focusing on business improvement rather than simply maintaining relationships. It involves strategic planning, stakeholder management, co-creating solutions, and presenting business cases that connect directly to the client’s commercial objectives.
This programme is designed for sales representatives and account managers who are responsible for growing revenue within existing accounts, and who want to move from a transactional relationship model to a more strategic, advisory approach.
The Certificate in Account-Based Selling is a six-week remote learning programme combining weekly live virtual classroom sessions, eLearning modules, 1-1 coaching sessions, and practical assignments.
Yes. While the programme is structured for individual remote learning, onsite and group delivery options are available. Contact us to discuss what works best for your team.
This programme is specifically designed around growing existing accounts — not prospecting for new ones. Every module connects directly to the account management reality of growing revenue from within a client relationship, and the 1-1 coaching element ensures learning is applied to your actual accounts throughout the programme.
Contact us directly and we will confirm the next available programme dates and structure enrolment for your team.
