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Quest Training

Strategic Account Negotiation & Value Selling Training Course

Combines strategic account negotiation with value-based selling so sales teams can close complex deals, protect margins and strengthen long-term customer ties.

KASM · Key Account Management & Strategic Account ManagementAll Levels#2577ClassroomEnglish , Arabic
Duration
5 Days
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Free substitution at any time · 30+ days' notice: full refund minus 10%. Cancellation policy

Sectors:Sales, Marketing & Customer ExperienceCategories:Key Account Management & Strategic Account Management

Course Overview

This advanced practical course focuses on combining strategic account negotiation with value-based selling to improve commercial outcomes, protect margins, and build stronger long-term customer relationships. It equips sales and account management professionals with structured approaches to negotiate complex deals while maintaining a clear focus on customer value. The programme examines strategic account analysis, customer value drivers, stakeholder priorities, negotiation positioning, commercial objectives, value propositions, pricing discussions, concessions, and negotiation leverage. Participants will learn how to shift negotiations away from price-only discussions toward measurable business value and differentiated outcomes. The course also addresses complex buying environments, multiple stakeholders, procurement negotiations, competitive pressure, objection handling, trade-offs, negotiation tactics, and deal protection. Practical tools help participants prepare negotiation strategies, quantify value, manage concessions, and create mutually beneficial commercial agreements. Through realistic negotiation scenarios and account-based exercises, participants will develop value propositions, prepare negotiation plans, handle difficult commercial conversations, respond to pricing pressure, protect account profitability, and build strategies for expanding strategic customer relationships.

Learning Objectives

  • Analyse the strategic principles of negotiation within key accounts.
  • Identify customer value drivers and connect them to measurable business outcomes.
  • Develop differentiated value propositions for strategic customers.
  • Prepare structured negotiation strategies based on objectives, priorities, and alternatives.
  • Assess stakeholder interests, influence, leverage, and negotiation positions.
  • Shift customer discussions from price to total business value.
  • Apply advanced questioning and consultative selling techniques.
  • Manage pricing pressure, objections, concessions, and commercial trade-offs.
  • Protect margins while maintaining customer relationships.
  • Apply negotiation tactics appropriate to complex and multi-stakeholder accounts.
  • Develop mutually beneficial agreements that support long-term account growth.
  • Strengthen post-negotiation account strategies and commercial execution.

Who Should Attend

This course is designed for Key Account Managers, Strategic Account Managers, Sales Managers, Business Development Managers, Sales Directors, Commercial Managers, Account Directors, and Senior Sales Professionals. It is also suitable for Customer Success Managers, Relationship Managers, Solution Sales Professionals, Procurement-facing Sales Teams, and professionals responsible for negotiating complex contracts, strategic deals, high-value opportunities, or long-term customer partnerships.

Learning Outcomes

  • Assess negotiation dynamics within strategic customer accounts.
  • Identify customer priorities, value drivers, and commercial decision criteria.
  • Build compelling value propositions linked to customer business outcomes.
  • Develop negotiation plans with clear objectives, priorities, boundaries, and alternatives.
  • Map stakeholder interests and evaluate negotiation influence.
  • Defend value and respond effectively to price-focused negotiations.
  • Manage concessions using structured trade-off principles.
  • Handle objections and difficult commercial conversations.
  • Protect margins while maintaining strategic customer relationships.
  • Apply negotiation techniques to complex buying groups and procurement environments.
  • Develop agreements that balance customer value with commercial objectives.
  • Create post-negotiation actions that support account growth and relationship development.

Course Outline

Day 1

Strategic Account Negotiation & Commercial Positioning

  • Strategic negotiation principles for key accounts.
  • Understanding complex customer buying environments.
  • Account objectives and commercial priorities.
  • Customer business drivers and value expectations.
  • Negotiation preparation and information gathering.
  • Negotiation positions, interests, and alternatives.
  • Identifying sources of leverage.
  • Establishing negotiation boundaries and success criteria.
  • Practical Application: Analyse a strategic account and develop a negotiation position based on customer priorities, commercial objectives, leverage, and alternatives.
Day 2

Value Selling & Customer Business Impact

  • Principles of value-based selling.
  • Understanding customer business problems and priorities.
  • Identifying financial, operational, strategic, and customer value.
  • Connecting solutions to measurable business outcomes.
  • Developing differentiated value propositions.
  • Quantifying customer value and economic impact.
  • Building business cases for strategic customers.
  • Communicating value to different stakeholders.
  • Practical Application: Develop a quantified value proposition and business case for a strategic customer.
Day 3

Advanced Negotiation Techniques & Commercial Trade-Offs

  • Negotiation strategies and tactical approaches.
  • Questioning, listening, and information exchange.
  • Managing procurement-led negotiations.
  • Handling price pressure and discount requests.
  • Concession planning and trade-off management.
  • Responding to objections and competitive pressure.
  • Creating and protecting negotiation leverage.
  • Managing deadlocks and difficult negotiations.
  • Practical Application: Conduct a complex negotiation simulation involving pricing pressure, competing suppliers, stakeholder interests, and commercial concessions.
Day 4

Strategic Deal Management & Account Profitability

  • Negotiating complex agreements and commercial terms.
  • Balancing customer value and supplier profitability.
  • Margin protection and pricing discipline.
  • Managing contractual and commercial risks.
  • Multi-stakeholder negotiation dynamics.
  • Competitive positioning and differentiation.
  • Negotiation governance and internal approvals.
  • Deal review and commercial decision-making.
  • Practical Application: Develop a strategic deal plan covering value, pricing, risks, concessions, stakeholders, approval requirements, and profitability.
Day 5

Executive Negotiation, Agreement & Account Growth

  • Executive-level negotiation and strategic conversations.
  • Building mutually beneficial commercial agreements.
  • Negotiating long-term partnerships and strategic commitments.
  • Protecting customer relationships after negotiation.
  • Post-negotiation implementation and accountability.
  • Measuring negotiation outcomes and account profitability.
  • Identifying expansion and relationship development opportunities.
  • Continuous improvement of negotiation and value-selling capabilities.
  • Final Workshop: Develop and present an integrated Strategic Account Negotiation & Value Selling Plan covering customer value, stakeholder strategy, negotiation objectives, leverage, pricing, concessions, risks, agreement structure, profitability, and account growth opportunities.

Upcoming Dates

Selected date

Rabat · 20 – 24 Sept 2027 · Classroom

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CityDatesPrice per ParticipantEarly Bird
AmsterdamScheduled
2 – 6 Nov 2026€5,400—
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BakuScheduled
9 – 13 Nov 2026€4,800—
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BarcelonaScheduled
16 – 20 Nov 2026€5,400—
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CairoScheduled
23 – 27 Nov 2026€3,300€2,970until 2 Nov
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CasablancaScheduled
30 Nov – 4 Dec 2026€4,300€3,870until 9 Nov
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DammamScheduled
30 Nov – 4 Dec 2026€4,200€3,780until 9 Nov
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DohaScheduled
7 – 11 Dec 2026€4,400€3,960until 16 Nov
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DubaiScheduled
13 – 17 Dec 2026€4,400€3,960until 23 Nov
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GenevaScheduled
21 – 25 Dec 2026€6,300€5,670until 30 Nov
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IstanbulScheduled
28 Dec 2026 – 1 Jan 2027€4,700€4,230until 7 Dec
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Kuala LumpurScheduled
4 – 8 Jan 2027€4,400€3,960until 14 Dec
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LisbonScheduled
11 – 15 Jan 2027€5,400€4,860until 21 Dec
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LondonScheduled
11 – 15 Jan 2027€5,600€5,040until 21 Dec
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MadinahScheduled
18 – 22 Jan 2027€4,200€3,780until 28 Dec
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MadridScheduled
25 – 29 Jan 2027€5,400€4,860until 4 Jan
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MakkahScheduled
1 – 5 Feb 2027€4,200€3,780until 11 Jan
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ManamaScheduled
8 – 12 Feb 2027€4,700€4,230until 18 Jan
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MarbellaScheduled
15 – 19 Feb 2027€5,400€4,860until 25 Jan
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MilanScheduled
22 – 26 Feb 2027€6,000€5,400until 1 Feb
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MunichScheduled
1 – 5 Mar 2027€5,400€4,860until 8 Feb
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MuscatScheduled
1 – 5 Mar 2027€5,300€4,770until 8 Feb
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OnlineScheduled
7 – 11 Mar 2027€1,700€1,530until 15 Feb
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ParisScheduled
15 – 19 Mar 2027€5,700€5,130until 22 Feb
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RabatScheduled
22 – 26 Mar 2027€4,300€3,870until 1 Mar
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RiyadhScheduled
29 Mar – 2 Apr 2027€4,200€3,780until 8 Mar
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RomeScheduled
5 – 9 Apr 2027€5,800€5,220until 15 Mar
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SalalahScheduled
12 – 16 Apr 2027€5,300€4,770until 22 Mar
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Sharm El-SheikhScheduled
19 – 23 Apr 2027€4,300€3,870until 29 Mar
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ViennaScheduled
19 – 23 Apr 2027€5,700€5,130until 29 Mar
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AmmanScheduled
25 – 29 Apr 2027€3,100€2,790until 5 Apr
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RabatScheduled
20 – 24 Sept 2027€4,300€3,870until 30 Aug
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Available in: Istanbul · Dubai · London · Riyadh · Doha · Amsterdam

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