EXECUTIVE SEMINARS
Executive seminars for industrial sales excellence.
Experience-driven executive sales seminars for sales leaders, key account managers and commercial executives operating in complex industrial B2B markets.
AI-assisted visualization featuring Robert Werny.
SEMINAR PORTFOLIO
Four focused seminars. One commercial objective.
Our Executive Sales Seminars combine strategic frameworks, practical application and executive-level discussion to strengthen commercial leadership in complex industrial B2B markets.
BUILT FOR SALES LEADERS, KEY ACCOUNT MANAGERS AND COMMERCIAL TEAMS
01
Strategic Key Account Management
Build systematic account strategies, map decision structures, prioritize stakeholders and turn account plans into measurable growth.
02
Complex B2B Sales & Negotiation
Navigate complex buying centers, strengthen value-based selling and prepare negotiations with greater structure, confidence and commercial discipline.
03
Global Sales Strategy & Go-to-Market
Prioritize markets, define effective routes to market and align sales structures, channels and resources with international growth objectives.
04
AI for Sales & Key Account Management
Use AI to improve account research, stakeholder intelligence, opportunity analysis, meeting preparation and everyday sales productivity.
01
STRATEGIC KEY ACCOUNT MANAGEMENT
Develop key accounts with structure, insight and commercial focus.
Strategic key account management goes far beyond maintaining customer relationships. It requires a clear understanding of decision structures, competitive dynamics, commercial potential and the actions needed to develop an account systematically.
SEMINAR FOCUS
Account segmentation & strategic prioritization
Stakeholder, buying-center & decision-maker mapping
Customer organization charts & influence networks
Competitive landscape & opportunity positioning
Account planning, objectives & KPI management
Decision papers & preparation for complex negotiations
PRACTICAL OUTCOMES
Tools that move directly into the account.
Strategic Account Plan
Translate account potential and strategic priorities into clear objectives, actions, responsibilities and development opportunities.
Stakeholder & Decision Map
Visualize decision makers, influencers, relationships, interests and levels of influence across the customer organization.
KPI Framework
Track account development, opportunity quality, stakeholder engagement and commercial progress through relevant, actionable metrics.
Negotiation Decision Paper
Prepare management-ready decisions covering objectives, alternatives, competitive position, decision authority and negotiation boundaries.
02
COMPLEX B2B SALES & NEGOTIATION
Win complex opportunities with strategy, value and negotiation discipline.
Complex industrial sales are rarely decided by one person, one criterion or one conversation. Success requires a structured understanding of buying centers, customer value, competitive alternatives and the commercial boundaries of a negotiation.
SEMINAR FOCUS
Complex buying centers & decision processes
Opportunity qualification & sales strategy
Value-based selling & commercial argumentation
Competitive positioning & differentiation
Negotiation strategy, objectives & concessions
Objection handling, closing & next-step discipline
PRACTICAL OUTCOMES
Frameworks for the moments that decide the deal.
Opportunity Strategy Map
Capture the opportunity, buying process, decision criteria, stakeholders, risks and next actions in one structured strategic view.
Value Argumentation
Convert technical capabilities into customer value, meaningful differentiation and commercially relevant arguments.
Negotiation Plan
Define targets, priorities, walk-away positions, concessions, trade-offs and decision authority before entering the negotiation.
Negotiation Practice
Apply the approach in realistic negotiation scenarios and role-play covering preparation, argumentation, objections and commercial decisions.
03
GLOBAL SALES STRATEGY & GO-TO-MARKET
Translate market potential into focused commercial execution.
International growth requires more than entering new markets. It demands clear priorities, the right route-to-market model, aligned sales resources and a disciplined approach to turning market potential into sustainable revenue.
SEMINAR FOCUS
Market attractiveness & strategic prioritization
Customer segments, applications & value pools
Direct sales, distributors & channel strategy
Go-to-market models & market-entry planning
Sales organization, roles & resource allocation
Commercial KPIs, execution rhythm & performance management
PRACTICAL OUTCOMES
A structured route from market potential to execution.
Market Priority Matrix
Compare markets systematically by attractiveness, strategic fit, accessibility, competitive intensity and commercial potential.
Go-to-Market Blueprint
Define target segments, value proposition, sales channels, responsibilities and the commercial path into each priority market.
Channel Decision Framework
Evaluate direct sales, distributors, agents, integrators and hybrid models against market conditions and customer requirements.
Commercial Execution Plan
Connect strategic priorities with resources, milestones, KPIs and accountability to create a focused roadmap for growth.
04
AI FOR SALES & KEY ACCOUNT MANAGEMENT
Apply AI where it creates practical commercial advantage.
AI can significantly improve the quality and speed of sales work when it is applied to the right tasks. The seminar focuses on practical use cases that strengthen research, account preparation, opportunity analysis, customer conversations and commercial decision-making.
SEMINAR FOCUS
AI fundamentals for modern B2B sales
Account, market & customer research with AI
Stakeholder intelligence & buying-center preparation
Opportunity analysis & sales strategy support
Meeting, proposal & negotiation preparation
AI tools, workflows, governance & responsible use
PRACTICAL OUTCOMES
Put AI to work where it creates commercial value.
AI Account Research Workflow
Accelerate account preparation by combining company, market, stakeholder and competitive information into a focused research workflow.
Sales Prompt Framework
Build reusable prompts for account analysis, meeting preparation, opportunity reviews, proposals and commercial communication.
AI Opportunity Review
Challenge assumptions, identify missing information, structure risks and sharpen the next actions required to progress an opportunity.
AI Sales Toolkit
Select and organize suitable AI tools and workflows for research, productivity, CRM support and day-to-day key account management.
SEMINAR FORMATS
Flexible formats. Focused commercial impact.
Each seminar follows a defined core structure. Priorities, examples and discussion topics can be aligned with your industry, sales environment and current commercial challenges by prior agreement.
01
ONE DAY
Focus Seminar
A concentrated seminar built around one of the four core topics, combining strategic input, practical frameworks, discussion and application.
Ideal for focused capability building and management or sales-team development.
02
TWO DAYS
Intensive Seminar
Go deeper into one seminar topic or combine two complementary modules to connect strategy, methodology and practical application.
Ideal for teams that want greater depth, exercises and direct transfer into their commercial environment.
03
THREE DAYS
Commercial Excellence Program
Combine selected seminar modules with company-specific workshops, practical cases and focused implementation work around your current commercial priorities.
Scope and agenda are defined in advance based on objectives, participants and the desired business outcomes.
DELIVERY
In-house or off-site.
Seminars can be delivered at your company location or at a suitable hotel or conference venue. The setting is selected to match the group size, objectives and working format.
ALIGNMENT
Aligned with your commercial context.
Each seminar follows a defined core structure. Priorities, examples and discussion topics can be aligned with your industry, sales environment and current commercial challenges by prior agreement.
Let’s discuss the right seminar for your commercial priorities.
Each seminar follows a defined core structure. Topic, format and level of depth can be selected to match your team, objectives and commercial priorities.