Certification standards
Key account sales
Competency framework
1. Identify strategic prospects using digital prospecting methods and contact them in order to obtain sales meetings
2. Analyze the customer portfolio and target strategic customers using the "key account analysis" method in order to identify the accounts to be prioritized.
3. Write a strategic customer analysis document and plan different actions with multiple contacts in the same company by creating an account plan in order to establish relationships with strategic allies in the customer.
4. Conduct key account sales calls by tailoring your offer to the customer's needs to effectively close the sale.
5. Identify key information to build an appropriate response to the specifications of a call for tenders by emphasizing the value provided.
6. Present a structured presentation in response to a request for proposal using a persuasive strategy to win the bid.
Evaluation methods
E1. Type of evaluation : From a real work situation.
Achievements required of the candidate: The candidate updates his/her Linkedin profile and implements a "social selling" action plan.
action plan for "social selling".
E2. Type of evaluation : Practical case study on a fictitious complex account.
Candidate's task: The candidate is given a detailed description of a fictitious client portfolio including several companies and the main contacts identified.
The participant analyzes the portfolio and determines the priority clients. He will then select an account from these priority clients and complete the account plan by indicating the actions he recommends.
The test assesses skills 2 and 3.
E3. Type of evaluation : Oral situation during a key account sales interview.
Achievement required of the candidate: The candidate is given the case of a role-play of a major account sale. The candidate will carry out a sales interview role-play with the assessor, and has 10 minutes' preparation time before the interview.
The role-play lasts 10 minutes.
E4. Type of evaluation : Practical case study on a fictitious client presentation.
Candidate's task : The candidate is given the specifications of a call for tender as well as the contextual elements of a fictitious company that he represents. The candidate will analyze the call for tenders, draw out the key elements expected and formulate the main lines of his/her response to the call for tenders.
E5. Type of assessment : Practical case study on a fictitious client presentation.
Candidate's task: On the basis of the case presented in E4, the candidate receives additional information on the oral presentation. He/she writes a brief presentation document on one of the aspects of the offer (specified in the case) and explains his/her persuasion strategy.
Evaluation criteria
1.1 LinkedIn profile is optimized to provide visibility and attract new customers.
1.2 The candidate uses social selling and LinkedIn as part of business development.
2 Priority clients are identified within the client portfolio.
3.1 Account plan is completed in a comprehensive manner and opportunities are identified.
3.2 Proposed actions to establish preferred relationships with strategic allies within the client.
4.1 Candidate develops a peer-to-peer position with the client, creates a positive atmosphere.
4.2 Candidate asks open-ended questions to explore needs, rephrases expectations and validates with closed-ended questions.
4.3 Value of the offer and benefits to the customer are demonstrated in the argument.
4.4 Candidate understands and accepts the objection, rephrases, questions and argues in response.
4.5 Candidate validates the elements of the offer, checks that objections are addressed and proposes to conclude the sale with a commitment to a next step.
5.1 The proposed lines of response underline the value provided and meet the needs mentioned.
5.2 The proposed lines of enquiry are consistent with the requirements of the specification.
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, readability, syntax, spelling...).
