Certification standards
Key account sales
Competency framework
1. Identify strategic prospects using digital prospecting methods, and contact them to set up sales meetings.
2. Analyze the customer portfolio and target strategic customers using the "key account analysis" method to identify accounts to be prioritized.
3. Draw up a strategic customer analysis document and plan various actions with multiple contacts within the same company, using an account plan to establish relationships with strategic allies at the customer's site.
4. Conduct key account sales meetings, adapting your offer to the customer's needs to close the sale effectively.
5. Identify the key information needed to build an appropriate response to the specifications of a call for tenders, emphasizing the value provided.
6. Present a structured presentation in response to a call for tenders, using a persuasive strategy to win the tender.
Evaluation methods
E1. Type of assessment: Based on a real work situation.
Achievements required of the candidate: The candidate updates his/her Linkedin profile and implements a
action plan.
E2. Type of assessment: Practical case study on a fictitious complex account.
Candidate's task: The candidate is given a detailed description of a fictitious customer portfolio comprising several companies and their main contacts.
The participant analyzes the portfolio and determines the priority customers. He will then select an account from these priority customers and complete the account plan, indicating the actions he recommends.
The test assesses skills 2 and 3.
E3. Type of assessment: Oral role-play during a key account sales interview.
Candidate's task: The candidate is given the case of a key account sales role-play. The candidate will role-play a sales interview with the assessor, and has 10 minutes' preparation time before the role-play.
The role-play lasts 10 minutes.
E4. Type of assessment: Practical case study based on a fictitious client presentation.
Candidate's task: Candidates are given the specifications of a call for tender and background information on a fictitious company they represent. The candidate will analyze the call for tenders, draw out the key elements expected and formulate a response to the call for tenders.
E5. Type of assessment: Practical case study based on a fictitious customer presentation.
Candidate's task: On the basis of the case presented in E4, the candidate receives additional information about the oral presentation. He writes a brief presentation document on one of the aspects of the offer (specified in the case) and explains his persuasion strategy.
Evaluation criteria
1.1 The LinkedIn profile is optimized to offer good visibility and attract new customers.
1.2 The candidate uses social selling and LinkedIn for business development.
2 Priority customers are identified within the customer portfolio.
3.1 Account plan completed in full and opportunities identified.
3.2 Proposed actions to establish privileged relationships with strategic allies at the customer site.
4.1 Candidate develops an equal position with the customer, creates a positive atmosphere.
4.2 Candidate asks open-ended questions to explore needs, reformulates expectations and validates with closed-ended questions.
4.3 The value of the offer and the benefits for the customer are demonstrated in the argumentation.
4.4 Candidate understands and accepts objections, reformulates, questions and argues in response.
4.5 The candidate validates the elements of the offer, checks that objections have been dealt with and proposes to conclude the sale with a commitment to a next step.
5.1 The proposed responses emphasize the value provided and meet the stated needs.
5.2 The proposed answers comply with the requirements of the specifications.
6.1 The candidate identifies a persuasive strategy adapted to the situation during the presentation.
6.2 The presentation document produced is clear and of professional quality (clarity, legibility, syntax, spelling, etc.).
