Account Management Training
Course Aim
This 1-day Account Management Training course is designed to equip you with the practical tools, commercial insight and strategic confidence you need to succeed in today’s complex client landscape.
Whether you’re new to account management or looking to sharpen your existing approach, this workshop will help you build and maintain strong, trust-based relationships that go beyond day-to-day service delivery – enabling you to become a true partner to your clients.
What sets us apart from the competition is our formal endorsement by the Institute of Sales Management (ISM). Our Account Management Training is an industry-recognised benchmark for high-quality training programmes.
Upon completion of this course, you will receive a “Key Account Professional” certificate from the ISM, which highlights your professional expertise and credibility.
You can attend this course along with others from different businesses or if there are a number of you, we can run this course as an in-house version and tweak anything that you need.
Course Objectives
By the end of this course, you will be able to:
- Move from supplier to trusted advisor with every client
- Use segmentation and prioritisation frameworks to manage accounts more strategically
- Build and map multi-level relationships across complex client organisations
- Run structured account reviews that add value and uncover growth opportunities
- Identify and mitigate churn risk using account health scorecards
- Apply value-pricing and return on investment (ROI) messaging to upsell with confidence
- Plan touchpoints and communication strategies that keep you front of mind
- Build a renewal and retention plan that protects long-term revenue
Target Audience & Who Will Benefit
- Account Managers
- Key Account Managers
- Client Relationship Managers
- Customer Success Managers
- Anyone responsible for growing and retaining accounts
Course Overview
Introduction & Objectives
Account Management – What Does It Take To Succeed?
- What does excellent account management look like today?
- How your role impacts revenue, retention and margin
- A quick look at today’s account management toolkit
Account Analysis & Prioritisation
- Strategic segmentation – prioritising effort vs potential
- Quality Index, SWOT and CEDAC – understanding each account’s true position
- Creating a portfolio plan that maximises return on time and resources
Strategic Planning For Growth
- Creating account-specific SMART objectives and milestones
- Using the Account Health Scorecard to track risk, growth and success
- Revenue planning across short, medium and long-term milestones
Stakeholder Influence & Relationship Mapping
- Visual mapping of decision-makers, influencers and blockers
- Levels of influence in complex buying groups
- Developing a multi-level contact strategy
- Creating trusted advisor relationships
Value Creation & Commercial Thinking
- How to co-create value and uncover opportunities
- Building stakeholder-specific messaging
- Commercial acumen – understanding cost, price and value
- Pricing with confidence and positioning ROI
Renewal, Retention & Customer Success
- Renewal psychology and customer expectations
- How to evidence ROI and value delivery before the end of the contract
- Downtime engagement strategies – remaining front of mind without being pushy
- Designing a renewal plan for your accounts
Close & Actions
Testimonials & Reviews From Previous Attendees
Feedback From The Last 88 Sales Professionals Who Attended This Course
This was a very useful course for account managers. It provides several valuable tools and processes to help build better and more financially favourable relationships with your accounts. It also helps identify which customers should be targeted for further business opportunities and which ones need less time spent. Thoroughly enjoyed it and increased my management knowledge significantly for a one-day course.
The course was very good, and I learnt a lot about the kind of person I am as well as what I need to improve to push my account management to the next level. The session was fun and informative, and it really gets you thinking about how you can implement your newfound knowledge.
It was a great day, very informative and I feel I have learned a lot of different ways to approach this new venture of becoming a key account manager. It has given me lots of new ideas on how to create my objectives while measuring my client’s performance not just based on sales figures. The whole course was well planned out and presented excellently and was very engaging.
Experienced Sales Trainers
Our trainers have had years of experience both as salespeople and as trainers.
Meet a few of them to give you a feel of what they’re all about.

Senior Sales Trainer and Consultant
Mark has over 25 years of coaching experience and focuses on B2B sales. He has enhanced the performance of teams at Peugeot, Citroen, and Jaguar Land Rover. His targeted training drives significant business growth.

Trainer
Helen has over 20 years experience. She has worked with clients like the NHS, Age UK, and Thorntons. Her engaging style, fuelled by a CIPD Certificate in L&D, makes her ideal for transformative sales training.

Trainer
Jose is a global sales trainer with a CIM Diploma in Marketing and has boosted businesses from the NHS to TEDx events. His certified coaching techniques offer a worldwide perspective for achieving sales success.
Training Locations
Heathrow

Eastern Perimeter Road
Hatton Cross, London
TW6 2SQ
Coventry

Dolomite Avenue
Coventry
CV4 9GZ
Central London

60 Pentonville Road
Angel Kings Cross, London
N1 9LA
Manchester Airport

Ringway Rd, Airport
Manchester
M90 3NS
Pricing
The course fees are £295 + vat.
ISM & CPD Certified
This Account Management Course is a formally endorsed qualification by the ISM and is also CPD Certified. Upon attending the course, you will receive the “Key Account Professional” certificate from the ISM and a CPD certificate.
Start & Finish Times
Start: 9.30am
Finish: 4.30 – 5.00pm
Included Within The Registration Fee:
- Course manual
- Course materials
- Buffet lunch
- Servings of tea and coffee throughout the day
- ISM “Key Account Professional” certificate and CPD certificate
- 3 months access to 1000+ courses via our Skillshub platform
- Unlimited email and telephone support from your trainer after the course
Please click on BOOK NOW below to reserve your place. We will then confirm the booking through email and will send you the joining instructions and invoice.
Course Methods & On-Going Support
We believe that training should be practical and fun. That’s why this course is delivered in an engaging way with lots of participation. All delegates receive a pre-course questionnaire to complete so we can gauge the experience and roles of those attending so we can cater for your specific needs and requirements.
After we have delivered this course, we do not just shake hands and take your money. We like to offer you some ongoing support.
Included within the cost are the following unique support options that are available to you.
Account Management Training FAQ’s
What is account management?
What are the skills of a successful account manager?
How is account management different to selling?
I need to farm accounts. Will your account manager courses be suitable?
Will I receive an account management certification?
Related Courses
Our most popular venues are London, Manchester, and Coventry.
Want to know more?
Please speak to one of our team or click on
make an enquiry to submit your requirements