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There are many issues salespeople need to consider when navigating a complex sale - price pressure, competition, procurement practices and incumbent suppliers, - to name but a few. These issues often lead to longer and more complicated sales cycles.

The Account Strategy programme gives salespeople the insights, techniques and strategies to deal with larger and more complex sales. The most skilful sellers understand that a longer or more complex sale brings with it the opportunity to establish relationships that live on beyond a single sales cycle and into the next.

What is Account Strategy?

Why Account Strategy?



Virtual training for virtual complex sales

Experiencing skills in a virtual environment prepares account sellers for customer interactions that may also involve virtual communication.


Attend from anywhere

Attend virtual sessions from anywhere with a good internet connection minimising work schedule disruption.


Reduced travel expenses

Reduce travel expenses and bring geographically spread groups together where traditional training is difficult.


Practice new skills

Virtual sessions are spread out allowing on the job practice between sessions with expert facilitators. This helps to embed learning throughout.


Engaging virtual sessions

Experience engaging expert trainer presentations with the ability to ask questions and engage in debate during live sessions.


Virtual breakout rooms

Take part in virtual breakout sessions for group simulation work.


Collaborative platform

Learning is supported by digital resources. Peers can share their valuable experiences and support each other throughout the learning process and back in the workplace.


Immediate work place integration

New skills and processes are immediately integrated within live and up-coming campaigns to embed new behaviours quickly.


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The virtual learning journey was just as good, if not better than face to face learning, this is because our interactions with clients are taking place virtually all the time therefore learning in this way is extremely valuable

Christian Blomberg, Chief Customer Officer & Co-founder, Solvemate
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Account Strategy helps sales teams solve these common sales challenges;


Customer account navigation

Customer account navigation

Our customer relationship management system is fine at telling us where we are now, but not what we should do next or how we should do it

Sales opportunitiy forcasting

Sales opportunitiy forcasting

Our team finds it hard to describe real progress in the opportunity in a way that we can all understand, and use as a basis for forecasting

Competitive differentiation

Competitive differentiation

It’s critical that we understand what competitors are doing, and how the prospect thinks of us in relation to them

Access to decision makers

Access to decision makers

We can’t seem to get to the real decision makers, and we struggle to articulate a persuasive value proposition when we do

Long-term customer engagement

Long-term customer engagement

Our customer engagement is short-lived. We are too reactive and miss out on the chance to influence our clients long-term

Procurement price pressures

Procurement price pressures

Procurement seems to be calling the tune and keeps telling us that the only differentiator is price

Demonstrating value

Demonstrating value

Even when we’ve offered the customer a viable service, they still don’t see us as the obvious supplier

Handling end of sales cycle concerns

Handling end of sales cycle concerns

We lose business just when we think we've converted the customer

Book an open programme and start your Account Strategy journey

With all the training and tools you’ll need and a support team excited to help you start your Account Strategy journey today

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How we deliver Account Strategy


Virtual classroom

A flexible, robust virtual classroom experience that eliminates the need for travel and has all the key features of a physical classroom environment.

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Physical classroom

An engaging, personal classroom experience that encourages deep focus, with face-to-face, facilitator-led training.

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SPIN Selling Huthwaite International authenticity icon

SPIN is a proprietary trade mark of Huthwaite International

Each SPIN trainer must be officially licensed and regularly monitored in order to ensure they can combine our unique methodology with a high quality, consistent learning experience.

Account Strategy is part of the SPIN Suite

Our ongoing research into customer behaviour means our Account Strategy methodology has evolved, allowing us to expand our training offering to other key areas in your business:


SPIN Selling

Provide effective solutions for customers by building persuasive case around their individual problems.

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SPIN Marketing

Reconnect sales and marketing by harmonising the way your teams think about their customers.

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SPIN Coaching

Learn how to confidently coach others on SPIN principles in this immersive course.

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What will Account Strategy training enable sellers to do differently?

As trained practitioners, sales teams can use best practice to navigate and manage their client accounts to:

  • gain better access to the real decision makers and present a persuasive business case

  • understand how decision making units operate and respond appropriately

  • navigate the decision making unit more effectively

  • demonstrate a proactive win strategy and be better prepared to handle the competition

  • have a clear overview of the status of the opportunity and a progression formula

  • eliminate late-cycle concerns.

How will our business benefit from Account Strategy training?

Businesses benefit from Account Strategy training in significant ways including:

  • transparent opportunity management, monitoring and direction

  • long-term profitable customer relationships

  • reduced cost per sale.

The Account Strategy experience

Our world-renowned research, insights and development approaches are delivered via a synchronous, live training experience with all the key features of a physical classroom, coupled with the space to practice and master skills learned between activities.

Participants will experience:

  • expert virtual trainer presentations delivered in focused sessions

  • lively peer group discussions

  • interactive elements during sessions to check learner knowledge

  • virtual breakout groups for simulation work allowing for skills practice

  • simulation review and discussion around real world implications

  • how to incrementally build and execute an effective complex sales campaign

  • how to map the decision making unit

  • how to find and interact with various key players within an account

  • how customers arrive at the decision criteria they use

  • how to influence the criteria in their favour

  • the principles of competitive advantage

  • how to influence customers decision guidelines in your favour

  • why sales stall close to the decision

  • why selling skills don’t help you at this stage

  • how to resolve concerns to your advantage

  • customer concerns about risk.

The technology and virtual experience

Presenting and delivering interactive online sessions requires very specific skills that Huthwaite facilitators have developed over years of delivering virtual training. All Huthwaite facilitators have experience of delivering virtual classroom programmes to companies of all sizes.

Currently, our programme can be easily delivered on two virtual platform technologies, Zoom and Webex Training. At the beginning of every programme, we ensure participants get the best, most enjoyable experience possible from our virtual training with a crucial orientation session that ensures they fully understand the interaction tools and can experience the virtual environment in full.

Our digital collaborative platform includes an onboarding module which ensures participants can fully engage on the platform and appreciate the learning experience together.

Programme schedule

Unlike the face-to-face classroom, it is hard for participants to focus on a virtual programme for three solid days which is why we reimagined our entire Account Strategy learning journey for the virtual world. Access to digital learning resources offer various activities that take around 20-30 minutes in preparation for the timetable of virtual sessions which last a maximum of 4 hours each.

Project management

We can assist with all aspects of organisation including clear instruction around timings and participant expectations as well as tips on how your teams can make the most of their virtual and digital experiences.

Why Huthwaite International?


Our sales, negotiation and communication methodologies are the most researched and validated in the world.

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Behavioural expertise

Backed by ongoing scientific research, adapting to changing customer behaviour.

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International flexibility

Truly international, teaching SPIN Marketing behaviours to leading organisations across the globe.

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Develop your Account Strategy training plan

Start transforming your sales team with Account Strategy sales training. Develop your personalised training plan today.

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