B2B Buying Behaviour and Strategic Account Management: A Complete Guide
Course Overview
Business-to-business (B2B) markets operate with complex decision-making units, longer sales cycles, and sophisticated evaluation processes. **B2B Buying Behaviour and Strategic Account Management: A Complete Guide** equips professionals with the skills to understand the psychology, motivations, and organizational dynamics behind B2B purchasing decisions.
This programme focuses on **understanding decision-makers, building long-term client partnerships, and applying influence strategies** to strengthen account performance and drive sustainable business growth.
Course Objectives
By the end of this course, participants will be able to:
1. Understand B2B buying psychology and organizational decision processes.
2. Analyze the roles, motivations, and influence dynamics within buying centers.
3. Develop strategic account plans aligned with client needs and business goals.
4. Use influence techniques to engage stakeholders and secure high-value deals.
5. Implement retention and relationship-building strategies for key accounts.
6. Apply data-driven insights to optimize account performance and growth.
Learning Outcomes
Participants will be able to:
* Map B2B buying units and analyze their decision-making behavior.
* Craft tailored value propositions for multi-stakeholder environments.
* Strengthen client relationships with long-term engagement frameworks.
* Influence key decision makers and manage complex negotiations.
* Build strategic account plans that improve revenue, loyalty, and retention.
Who Should Attend
This programme is ideal for:
* B2B Sales Leaders and Key Account Managers
* Business Development and Client Relationship Managers
* Marketing and Commercial Strategy Professionals
* Consultants and Advisors working in B2B environments
* Executives handling enterprise clients or major accounts
Course Outline (5 Days)
Day 1 – Understanding B2B Buying Behaviour
* B2B vs B2C decision-making
* Buying centers, roles, and influence structures
* Psychological drivers and corporate motivations
Day 2 – Decision Dynamics and Stakeholder Management
* Mapping decision-makers and influencers
* Identifying buying triggers and objections
* Case study: Multi-layered B2B decision journeys
Day 3 – Strategic Account Management Foundations
* Key account selection and segmentation
* Building customer value strategies
* Practical session: Creating a client needs analysis
Day 4 – Influence, Negotiation, and Relationship Building
* Influence principles for B2B environments
* Handling complex negotiations and multi-stakeholder expectations
* Techniques for long-term trust and loyalty
Day 5 – Driving Growth and Account Optimization
* Account planning frameworks and growth strategies
* Data analytics for account forecasting and opportunity mapping
* Action Planning: Designing a 12-month strategic account management plan
Certification
Participants who successfully complete the programme will receive the
**Certificate in B2B Buying Behaviour and Strategic Account Management**
from **KE Leaders Training Centre, London**, demonstrating expertise in B2B psychology, influence, and account strategy.
Key Benefits
✔ Master the psychology of B2B decision-making.
✔ Influence diverse stakeholders and complex buying groups.
✔ Enhance long-term strategic account success.
✔ Improve negotiation and relationship-building capabilities.
✔ Drive consistent growth through advanced account strategies.
Contact Info:
Enquiry at : admin@keleaders.com
Whatsapp: 0044 790 125 9494
For more details visit our website : www.keleaders.com
