Who should attend

Sales Director / VP

Key Account

Business Development

Program Overview

Strategic accounts by definition are complex and require a consultative selling approach that has a unique game plan for establishing trust, influencing and winning the business. Stephen McComb in the workshop looks at the neuroscience of sales and examines the art of negotiation where cultural values can add complexities.  We address long buying cycles and when the lines of communication go quiet.

We show you how to conduct competitor analysis that go beyond the 4% of information Google provides in a simple web search. Both your weaknesses and that of your competitors are stripped back until you have an added value proposition that is unique to you and makes you the supplier of choice to your client.

Working in a team of non-sales people creates its own obstacles which is why we demonstrate the best practices for cross-functional teamwork.

Last we show you how to pitch and negotiate at the C-Suite level when there are multiple stakeholders and influencers.

Learning Objective

​​In the By Design Course you will learn the following:

  • Use a model to define why an account should be assigned the strategic status

  • Identify associated that can reflect the buyer's persona to win, keep and grow the strategic account.

  • Understanding the buyer, the market, competitor and external influences

  • Create an individual sales playbook for how the account should be managed and grown.

  • The importance of a trusted advisor

  • Design an action plan to protect and develop the account beyond the decision-maker.

  • Negotiation and presenting at C-Suite level

  • Gain insight to improve and strengthen your sales playbook and actions.

Program Approach

Training is not a one and done, it is a lifelong process of being committed to sales excellence, knowledge of the tools, systems and processes and how to improve on the results. The approach Stephen McComb uses includes:

Customisation: For all closed courses we provided scenarios and content that are specific to your industry. We do our homework before the workshop and then tailor the modules to be most relevant and effective for your learning needs.

Tools: We provide the systems and processes that can be easily implemented by sales individuals and by the wider sales team.

Learning through Action: In the same way that a sports team practise and train before a game, we have participants put into action what they have heard and the notes they have taken.

Learning and Understanding: Salespeople are provided with a wealth of knowledge in the sales training documents along with best practises from leading organisations from across the globe.

Delivery Option

By Design is an instructor-led training course over two full days. The course can either be held on your business premises or alternative at an external site such as a local hotel of your choice.

By Design will also be held as public courses in the following cities in 2020. Abu Dhabi, Atlanta, Auckland, Belfast, Charlotte, Cork, Dallas, Denver, Doha, Dubai, Dublin, Fort Lauderdale, Kuwait City, Manama, Melbourne, Muscat, San Diego, Seattle, Singapore, Toronto and Vancouver

Please contact us for our schedule.


  • When to designate a client account as strategic

  • Selecting your account manager and the wider team and why they must mirror the buyer’s persona

  • Market Intelligence, Competitor Analyses and outside influences

  • Profile the key decision-makers and influencers persona.

  • Conduct a needs assessment and how that aligns to your organisation

  • Create a customer profile and sales playbook

  • Draft a strategic plan and proposal

  • Creating value through insight and being a trusted advisor

  • Building dependency

  • The importance of Winning

  • Gauging buyers’ level of response

  • Presenting to different audiences

  • Negotiating

  • Managing long lead times

  • What to do when things go quiet

  • Walking away but leaving the door open

  • Crisis Management

  • Plan Validation


Thousands of hours of research have been given to each training course along with Stephen McComb own sales experience which surpasses over 20 years. We draw on institutions like McKinsey, PwC, Roland Berger, Bains & Company and so many more to bring you the latest market thinking and statistical data. Leveraging company best practices, we examine industry success stories and strip back why failures occurred.

Stephen is currently writing his first book on sales – The law of the Sales Jungle, with the book, well underway in its first draft it is scheduled for release in May / June 2021.

Stephen McComb how to sell

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