Key Account Management and Professional B2B Sales

A practical marketing, sales, and customer service program covering professional selling, lead generation, prospecting, qualification, SPIN selling, objection handling, closing techniques, CRM pipeline management. The course is designed for applied learning through cases, templates, role plays, campaign scenarios, customer scenarios, exercises, and business-ready outputs over approximately 4 training day(s).

Certificate Included

Expert-Led Training

Practical Learning

Enrollment Support

days

4 Days

Language

English / Arabic

Course Summary

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Start Date

Flexible / Always Available

Certificate

Accredited Certificate

days

4 Days

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Course Details

Overview

The Key Account Management and Professional B2B Sales course is a practical program within marketing, sales, customer service, and business growth. It develops applied capability in professional selling, lead generation, prospecting, qualification, SPIN selling, objection handling, closing techniques, CRM pipeline management and helps participants improve marketing planning, sales effectiveness, customer experience, customer retention, campaign performance, relationship management, and commercial decision-making.

The program covers customer relationship building, key account planning, B2B sales strategy, stakeholder mapping, account growth, relationship management, proposal development, negotiation and renewal through realistic business cases, sales scenarios, customer service simulations, campaign templates, communication exercises, role-based discussions, and applied workshops. Participants connect the course topics to market realities, customer behavior, sales processes, brand positioning, service quality, and practical performance improvement.

The course is designed for approximately 4 training day(s), with emphasis on practical execution, measurable outputs, customer-centered communication, commercial impact, campaign evidence, and tools that can be adapted directly to business, marketing, sales, and service teams.

Objectives

Program Objectives

By the end of this course, participants will be able to:

Understand and interpret professional selling, lead generation, prospecting in realistic marketing, sales, customer service, or business development scenarios related to Key Account Management and Professional B2B Sales.
Apply qualification, SPIN selling, objection handling in realistic marketing, sales, customer service, or business development scenarios related to Key Account Management and Professional B2B Sales.
Analyze closing techniques, CRM pipeline management, customer relationship building in realistic marketing, sales, customer service, or business development scenarios related to Key Account Management and Professional B2B Sales.
Develop key account planning, B2B sales strategy, stakeholder mapping in realistic marketing, sales, customer service, or business development scenarios related to Key Account Management and Professional B2B Sales.
Evaluate and improve account growth, relationship management, proposal development in realistic marketing, sales, customer service, or business development scenarios related to Key Account Management and Professional B2B Sales.
Produce a practical work output such as a marketing plan, sales script, CRM template, customer journey map, campaign brief, report, dashboard, complaint handling procedure, content calendar, or business-ready template according to the course topic.

Target Audience

This training program is designed for the following target audiences:

Marketing managers, sales managers, business development teams, customer service leaders, account managers, brand managers, CRM users, call center staff, social media specialists, content creators, and campaign coordinators.
Entrepreneurs, SME owners, branch managers, service quality teams, customer experience professionals, commercial teams, public relations staff, and professionals responsible for attracting customers, retaining customers, and improving customer satisfaction.
Business, marketing, management, communication, and customer service graduates seeking structured practical skills for marketing, sales, CRM, customer experience, or service excellence roles.

Competencies

Core Competencies

Applied competency 1: Professional Selling

Ability to perform a practical task related to Key Account Management and Professional B2B Sales, using professional selling, lead generation, prospecting, qualification, SPIN selling, and to document the result through a business-ready template, script, plan, analysis, report, dashboard, or implementation output suitable for marketing, sales, customer service, or CRM work.

Applied competency 2: Lead Generation

Ability to perform a practical task related to Key Account Management and Professional B2B Sales, using lead generation, prospecting, qualification, SPIN selling, objection handling, and to document the result through a business-ready template, script, plan, analysis, report, dashboard, or implementation output suitable for marketing, sales, customer service, or CRM work.

Applied competency 3: Prospecting

Ability to perform a practical task related to Key Account Management and Professional B2B Sales, using prospecting, qualification, SPIN selling, objection handling, closing techniques, and to document the result through a business-ready template, script, plan, analysis, report, dashboard, or implementation output suitable for marketing, sales, customer service, or CRM work.

Applied competency 4: Qualification

Ability to perform a practical task related to Key Account Management and Professional B2B Sales, using qualification, SPIN selling, objection handling, closing techniques, CRM pipeline management, and to document the result through a business-ready template, script, plan, analysis, report, dashboard, or implementation output suitable for marketing, sales, customer service, or CRM work.

Applied competency 5: SPIN Selling

Ability to perform a practical task related to Key Account Management and Professional B2B Sales, using SPIN selling, objection handling, closing techniques, CRM pipeline management, customer relationship building, and to document the result through a business-ready template, script, plan, analysis, report, dashboard, or implementation output suitable for marketing, sales, customer service, or CRM work.

Applied competency 6: Objection Handling

Ability to perform a practical task related to Key Account Management and Professional B2B Sales, using objection handling, closing techniques, CRM pipeline management, customer relationship building, key account planning, and to document the result through a business-ready template, script, plan, analysis, report, dashboard, or implementation output suitable for marketing, sales, customer service, or CRM work.

Learning Journey

Program Outline

Day 1: Professional Selling, Lead Generation

B2B B2C

This session develops practical competence in B2B, B2C, professional selling, lead generation, prospecting, qualification, SPIN selling as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

RFP/RFQ

This session develops practical competence in RFP/RFQ, professional selling, lead generation, prospecting, qualification, SPIN selling, objection handling as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

Key Account Segmentation Strategic

This session develops practical competence in Key Account Segmentation, Strategic, Growth, Core, professional selling, lead generation, prospecting as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

Qualification

This session develops practical competence in professional selling, lead generation, prospecting, qualification, SPIN selling, objection handling, closing techniques as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

SPIN Selling

Day 2: Prospecting, Qualification

Account Plan SWOT

This session develops practical competence in Account Plan, SWOT, SMART, professional selling, lead generation, prospecting, qualification as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

Business Acumen LinkedIn

This session develops practical competence in Business Acumen, LinkedIn, professional selling, lead generation, prospecting, qualification, SPIN selling as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

Stakeholder Mapping Users

This session develops practical competence in Stakeholder Mapping, Users, influencers, Decision Maker, professional selling, lead generation, prospecting as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

SWOT SMART

This session develops practical competence in SWOT, SMART, professional selling, lead generation, prospecting, qualification, SPIN selling as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

Day 3: SPIN Selling, Objection Handling

Consultative Selling B2B

This session develops practical competence in Consultative Selling, B2B, professional selling, lead generation, prospecting, qualification, SPIN selling as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

SPIN B2B

This session develops practical competence in SPIN, B2B, ituation, roblem, professional selling, lead generation, prospecting as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

Value Propositions ROI

This session develops practical competence in Value Propositions, ROI, professional selling, lead generation, prospecting, qualification, SPIN selling as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

B2B BATNA

This session develops practical competence in B2B, BATNA, Reservation Price, ZOPA, professional selling, lead generation, prospecting as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

SPIN ROI

This session develops practical competence in SPIN, ROI, professional selling, lead generation, prospecting, qualification, SPIN selling as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

Day 4: Closing Techniques, CRM Pipeline Management

CRM Salesforce

This session develops practical competence in CRM, Salesforce, HubSpot, Zoho, professional selling, lead generation, prospecting as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

Champion

This session develops practical competence in Champion, professional selling, lead generation, prospecting, qualification, SPIN selling, objection handling as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

Objection Handling

Share of Wallet NPS

This session develops practical competence in Share of Wallet, NPS, Retention Rate, professional selling, lead generation, prospecting, qualification as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

ROI

This session develops practical competence in ROI, professional selling, lead generation, prospecting, qualification, SPIN selling, objection handling as part of Key Account Management and Professional B2B Sales. Participants review relevant concepts, analyze business, sales, campaign, or customer scenarios, use templates, scripts, plans, dashboards, CRM tools, communication models, or analytics tools where applicable, and prepare an applied output that supports customer acquisition, conversion, retention, service quality, brand performance, and commercial effectiveness.

Customer Relationship Building

Enrollment Summary

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Key Account Management and Professional B2B Sales

Certificate Included

Expert-Led Training

Practical Learning

Enrollment Support

days

4 Days

Language

English / Arabic

Overview

Program Objectives

By the end of this course, participants will be able to:

Understand and interpret professional selling, lead generation, prospecting in realistic marketing, sales, customer service, or business development scenarios related to Key Account Management and Professional B2B Sales.
Apply qualification, SPIN selling, objection handling in realistic marketing, sales, customer service, or business development scenarios related to Key Account Management and Professional B2B Sales.
Analyze closing techniques, CRM pipeline management, customer relationship building in realistic marketing, sales, customer service, or business development scenarios related to Key Account Management and Professional B2B Sales.
Develop key account planning, B2B sales strategy, stakeholder mapping in realistic marketing, sales, customer service, or business development scenarios related to Key Account Management and Professional B2B Sales.
Evaluate and improve account growth, relationship management, proposal development in realistic marketing, sales, customer service, or business development scenarios related to Key Account Management and Professional B2B Sales.
Produce a practical work output such as a marketing plan, sales script, CRM template, customer journey map, campaign brief, report, dashboard, complaint handling procedure, content calendar, or business-ready template according to the course topic.

Target Audience

This training program is designed for the following target audiences:

Marketing managers, sales managers, business development teams, customer service leaders, account managers, brand managers, CRM users, call center staff, social media specialists, content creators, and campaign coordinators.
Entrepreneurs, SME owners, branch managers, service quality teams, customer experience professionals, commercial teams, public relations staff, and professionals responsible for attracting customers, retaining customers, and improving customer satisfaction.
Business, marketing, management, communication, and customer service graduates seeking structured practical skills for marketing, sales, CRM, customer experience, or service excellence roles.

Core Competencies