Strate­gic Customer­ relation­ship manage­ment

From ‘CRM’ to an authentic customer experience


Being close to the market and to your customers always pays off - especially when you no longer have to prove this closeness because it has long since grown authentically. Strategic relationship management is the supreme discipline in the sales segment. If you take this field seriously and master it, you will also achieve the thrust reversal in sales from being an inquiring to a demanded supplier. On the way to this goal, your sales teams need a special mindset and toolset. And this is the focus of our training:

  • From applicant to desired partner: managing content and personal closeness.
  • From initial contact to joint success: scope management in practice
  • From visitor to insider: understanding the situation and proactive offer development
  • From lone fighter to team player: CRM as a collective task

Parallel to the core training, personal strengths in strategic and situational communication and interaction are worked out. The training participants are motivated and sensitised to align their sales cycles sustainably and to think integratively.

Target group

This training offer is aimed at all levels and players in CRM. In addition to direct sales staff, their managers as well as those responsible for customers in pre-sales and marketing also benefit from our programme. This extension leads to a stable anchoring of strategic customer relationship management in the structures and processes of your company.

Typical Integration

The programme "Strategic Customer Relationship Management" completes the skill set your employees can acquire at Avina. The training works both stand-alone and in combination with other offers such as "New Customer Acquisition", "Holistic Sales Empowerment", "Stakeholder-oriented Executive Communication" or "Results-oriented Negotiation and Conflict Management").


The programme is structured as a practice-focused training workshop. The core is our Rehearsal-Method, which ensures the greatest practical relevance and immediate feedback. All individual coaching sessions are based on the Avina-core-values-principle and are linked to the Avina-heart point-strategy.


Avina programmes are based on clearly defined systemic building blocks. This field-tested approach is applied individually for each client and each training. We take into account

  • corporate strategy and culture
  • the current situation in the organisation
  • the client's objectives and expectations
  • individual goals and motivations of the participants

As a result, you will receive a customised programme that is precisely tailored to your specific challenges and the target benefit.

Strategic Key Benefits

  • Creating a reliable and resilient customer base with great depth of insight
  • Closeness and trust in stakeholder management
  • Gaining influence and transparency in the project and purchasing conditions of your customers
  • Open up avenues for proactive demand and order generation
  • Increasing the share of "buy-in" deals
  • Optimal scope management over the entire customer life cycle
  • Higher success rate and increased efficiency in project or product acquisition
  • Increasing the accuracy of the bidding process
  • Increase closing rates and margins
  • Establishment of long-term orientation and responsibility for results in sales

Are you interested?