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Major Account Planning Training

Train your team to go deeper and wider to protect and grow strategic accounts

Lower the cost of selling and improve margins with a strategic account management methodology

Major Account Planning provides account managers with a repeatable and practical methodology for winning more business in strategic accounts and elevating the level of relationship within those accounts. The outcomes of this methodology are higher levels of sales revenue, a greater share of spend within the account, and more efficient use of resources, thereby, lowering the cost of sales and improving margins on business in that account.

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For Who

Sales Professionals
Account Managers
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Virtual instructor-led
Digital Learning
Blended Learning
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2-Day ILT Workshop; Four 4-hour VILT Workshops; Pre and Post Digital Learning

Major Account Planning (MAP) Training Programme Overview

Major Account Planning enables account managers to develop an effective plan for generating high-value sales and raising the level of relationship in major accounts, thus improving margins while simultaneously defending the account from competitive encroachment.

It is based on a repeatable process for planning effective activities and efficient application of resources for improved sales and relationship-building within an account and includes supporting analysis and planning tools.

Major Account Planning (MAP) Training Programme Business Benefits

Teams that complete major account planning training improve business outcomes because of their enhanced ability to:

  • Close opportunities with existing customers faster, generating revenue quicker than developing a new customer opportunity
  • Reduce acquisition costs by expanding existing relationships
  • Retain priority relationships by learning how to protect against competitive threats
  • Focus on the best accounts by assessing relationships against clear criteria
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Major Account Planning Programme Brochure

Explore a programme that builds the skills your sales team needs to deepen client relationships and generate high-value sales.


Key Areas of Content

  • Understand Account Drivers

    To maximise business in accounts, sales professionals must understand the sources of business initiatives and projects in that account. We teach how to accurately identify the forces affecting an account, how to create a defensible fortress of value, develop higher and broader levels of relationship, and secure higher shares of spend for the seller’s solutions.

  • Apply the Right Strategy and Resources

    Protecting accounts from competitive encroachment requires an understanding of how to create value, and how to bring the right resources to support new value creation. We equip sales professionals with the methods and tools to create an effective account strategy, and teach them how apply the optimum mix of resources in proportion to business potential.

  • Identify New Business and Prioritize Opportunities

    With the right insights and understanding of accounts, sales professionals can determine how they can help to fulfil strategic initiatives and projects, thereby becoming more strategic and indispensable to that account. Major Account Planning provides a practical model for white space analysis, showing what capabilities can create the most value in accounts.

  • Manage Accounts and Develop Trusted Relationships

    Raising the level of relationships in accounts, across departments and business units requires sales professionals to communicate and get credit for value created. We provide the tools and teach the skills for managing account engagement, increasing satisfaction and loyalty, and becoming a trusted advisor and partner at multiple levels in an account.

Deep & modern sales curriculum enables you to develop your individual sellers against role-based competencies while achieving consistency across teams.

what makes richardson sales performance different

Our customisation approach ensures we fully reflect your unique selling environment while providing best-in-class training content to ensure efficiency and relevancy.

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A modern delivery approach that includes live and virtual training workshops in which participants learn and practise skills complemented with a digital, blended learning journey that reinforces, sustains, and certifies desired behaviours.

international sales training company

Build agile selling skills within your sales teams so that they can lead customers through a new, dynamic and digital buying journey. Agile selling skills and an outcome-focused pursuit plan are the future of selling.

agile sales skills training

Our technology provides visibility into performance so that we can measure progress and deliver real-time insights.

data driven sales performance improvement

Why Richardson

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Our Impact

  • 900Global Clients

  • 3.5M+Individuals Trained

  • 12%5-12% Increase in Revenue

  • 24%Improvement in skill efficiency

  • 35%Increase in knowledge proficiency

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