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The Sales House

AE Level Up Lab

Two days for experienced AEs: the Level Up day, then a second day on executive conversations, complex deals and live-deal clinics.

You already know how to sell. You have closed the deals, carried the number and learned the hard lessons. But experience brings shortcuts too: discovery that assumes, deals that lean on one champion, concessions that creep in at quarter end. AE Level Up is where experienced account executives go back to best practice and push the skills they already have further.

Enquire About This Lab Explore the course
Two sellers role-playing a customer conversation while a colleague observes
The Sales House
Explore. Practise. Perform.

Duration

2 days · 9:30am–5pm each day

Group size

8–10 delegates

Format

Online or face to face

Price — Face to face

From £2,999

+ VAT

Proposed price — awaiting approval

Price — Online

From £2,400

+ VAT

Proposed price — awaiting approval

where understanding becomes useful —

Why this course matters

The biggest deals are won by sellers who keep raising their own standard.

What you’ll explore in the Lab

The AE Level Up Lab gives experienced account executives two connected days to sharpen what already works. Day 1 is the AE Level Up Workshop: a best-practice refresh on discovery, multi-threading, qualification, negotiation and deal control, tested against peers at the same level.

Day 2 goes further into the moments that decide complex deals — preparing for and leading executive conversations, building a business case the buying group can defend, handling procurement and running a coached clinic on each delegate’s own opportunity. Every AE leaves with a stronger plan for a live deal and a personal level-up plan they can share with their manager.

a real challenge. a purposeful response.

The challenges this addresses

  • Senior AEs struggling to earn time and trust with executive buyers
  • Business cases that make sense to the champion but not to the wider buying group
  • Procurement and late-stage pressure eroding value in complex deals
  • Experienced sellers rarely getting structured challenge on their own opportunities

What this can change at work

Give experienced AEs the time to go beyond a refresh and practise the moments that decide complex, high-value deals. The first day reconnects them with best practice; the second stretches executive engagement, business-case building and commercial control on their own opportunities. Managers gain specific behaviours and live-deal plans to coach against. The business gains a more consistent, confident approach from its most experienced sellers — without promising a particular win rate.

Executive conversations prepared

AEs go into senior meetings with a clear point of view, sharper questions and a specific outcome they want to agree.

Business cases the group can defend

Value cases are tested with several stakeholders and written in terms each decision-maker can repeat internally.

Live deals reviewed with challenge

AEs use the clinic structure with peers and managers to stress-test priority opportunities before key meetings.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around day 1 and day 2. Where helpful, participants work on their own live (or anonymised) opportunities.

What they’ll take away

Take-away materials with the questions, frameworks and techniques covered, plus a short personal action plan for the next customer conversations where the skill matters.

How we help it stick

Reflection and action planning are built into the session. Reinforcement such as manager guides, follow-up labs or coaching depends on the programme you choose and is agreed with you.

How we make learning stick

Inside the workshop

Delivered face to face or live online for 8–10 experienced AEs. Both days combine short input with peer discussion, breakouts and role-play on anonymised live opportunities, with facilitator and peer feedback throughout. The second day gives more time for individual practice and a coached deal clinic. Timings, examples and the level of challenge are agreed around your sales process.

explore it. practise it. take it with you. —

Your AE Level Up Lab agenda

This sample schedule is adapted around your team, with breaks agreed before delivery.

Day 1 — Good to great

The AE Level Up Workshop: revisit best practice and stretch existing skills.

  1. Morning

    Back to best practice

    Self-assess against senior AE behaviours and refresh discovery depth, multi-threading and qualification discipline with peers.

  2. Afternoon

    Raise the standard

    Rehearse value-led negotiation and deal control on anonymised live opportunities, with peer and facilitator feedback.

Day 2 — Bigger deals. Higher conversations.

Practise the moments that decide complex opportunities.

  1. Morning

    Executive conversations and business cases

    Prepare and rehearse a senior-level conversation, then build a business case each member of the buying group can defend.

  2. Afternoon

    Procurement and live-deal clinic

    Handle late-stage pressure without giving value away, then run a coached clinic on each delegate’s own opportunity and finish the level-up plan.

Make AE Level Up Lab relevant to your business

Tell us where you want to make progress with day 1: the ae level up workshop — best practice revisited. We can discuss suitable workplace examples, priorities and access needs before agreeing the scope. Choose live online or face-to-face training for your UK or European team, with delivery arrangements agreed before booking.

Discuss a customised version

What the training covers

The scope below sets out the subjects covered. Workplace examples and practice are shaped around your team within the booked format.

  • Day 1: the AE Level Up Workshop — best practice revisited
  • Day 2: preparing for and leading executive conversations
  • Day 2: business cases for the whole buying group
  • Day 2: procurement, pressure and protecting value
  • Day 2: coached clinic on each delegate’s live deal

What’s included in your booking

Your booked time and format
2 days · Live online or face to face, agreed before booking · 8–10 delegates.
Included in every course
  • Interactive, facilitator-led learningLive, hands-on sessions built around practice and participation.
  • Group discussionsShared conversations about real situations, so people learn from each other as well as the facilitator.
  • Breakout exercisesSmall-group practice, role-play and problem-solving, online or in the room.
  • Take-away materialsCourse materials, tools and templates to use back at work.
Facilitated learning and practical application
The subject coverage, exercises and facilitator feedback described above, with space to connect the learning to relevant workplace situations. The workshop description sets out the specific plans, prompts or tools developed in this course.

Follow-up coaching, refresher sessions and additional delivery days are not automatic inclusions; any additions are agreed in your proposal. Travel, venue arrangements and any software licences are confirmed separately where relevant. Prices exclude VAT.

Outcomes

The capabilities delegates work towards through the training and practice:

  • Revisit best practice and identify the habits to change
  • Lead a confident, prepared executive conversation
  • Build a business case that stands up across the buying group
  • Leave with a stronger plan for a live opportunity

the next conversation is where it counts —

Take it back to work.

Choose a real situation where you want to apply the learning. Use it to turn an outcome into a manageable first step, then reflect on what changes.

Choose

Start with one priority: Revisit best practice and identify the habits to change.

Apply

Try the approach in a relevant task or conversation. Note what felt useful and what you would adapt.

Review

Reflect on what happened, seek feedback where appropriate and choose your next step. Follow-up support can be discussed separately.

Bring this topic to your next event

We can discuss adapting AE Level Up Lab into a keynote or large-group session, focusing on the themes most relevant to your audience. Depth, activities, timings and any follow-up depend on the format and package you choose; an event session is not a substitute for the full course.

Explore Speaking & Events

More from AE Level Up Programme

AE Level Up Online Lab

Three live online sessions for experienced AEs: deeper discovery, wider buyer relationships and firmer commercial conversations.

3 × 2.5-hour live online sessions (7.5 hours)Maximum 8 participants

Course synopsis

Good AEs become great by revisiting what works and stretching it on real deals. The AE Level Up Online Lab is a three-session live programme for experienced account executives who know how to sell but want to raise their own standard. Each session takes one area where experience can quietly turn into habit — discovery depth, stakeholder coverage and commercial control — and works on it with peers at the same level. Short input is followed by breakouts, role-play and personal coaching on anonymised live opportunities. Between sessions, every AE applies one agreed change in a real deal and brings what happened back to the group.

3 live sessions · 2.5 hours each

Outcomes — you'll be able to

  • Re-apply best-practice discovery to a live opportunity
  • Widen stakeholder coverage in a complex deal
  • Hold firmer commercial conversations under pressure
  • Commit to a personal plan of specific changes

Included in every course

  • Interactive, facilitator-led learning
  • Group discussions
  • Breakout exercises
  • Take-away materials

Live online

From £3,300 per group+ VAT

Proposed price — awaiting approval

Course details

AE Level Up Workshop

One day for experienced AEs: a best-practice refresh, peer challenge and practice on live opportunities.

1 day · 9:30am–5pm8–10 delegates

Course synopsis

Experienced account executives rarely need the basics again — they need a sharper edge on what already works. The AE Level Up Workshop is a one-day session for seasoned AEs who know how to sell but want a reminder of best practice, a fresh look at proven techniques and the chance to raise their own standard. Delegates revisit the habits that slip under quota pressure — deep discovery, multi-threading, qualification discipline, value-led negotiation and confident deal control — and test their current approach against peers who sell at the same level. Experience is the starting point, not something to be talked over: the group shares what works, challenges what doesn’t and practises on real, anonymised opportunities. Each AE leaves with a personal level-up plan and two or three specific changes to apply in their next deals.

Key focus areas

  • Self-assessment against senior AE behaviours
  • Best-practice refresh: discovery depth and quantified impact
  • Multi-threading and stakeholder influence
  • Qualification discipline and honest deal reviews
  • Value-led negotiation: trading, not conceding
  • Deal control, momentum and mutual action plans
  • Peer clinic on live opportunities
  • Personal level-up plan

Outcomes — you'll be able to

  • Identify the habits that have slipped and the strengths to build on
  • Re-apply best-practice discovery and qualification to a live opportunity
  • Strengthen stakeholder coverage and deal control in complex deals
  • Commit to a personal plan with two or three specific changes

Included in every course

  • Interactive, facilitator-led learning
  • Group discussions
  • Breakout exercises
  • Take-away materials

Face to face

From £1,750+ VAT

Proposed price — awaiting approval

Online: From £1,400 + VAT

Course details

your sales team. your priorities. your programme. —

Build your own sales programme.

Combine courses, focus on your skills gaps and shape the learning around your sales cycle. Standard workshops run with 8–10 delegates; BDR and MEDDPICC sessions have a maximum of eight; Sales Leadership workshops run with 6–8. Smaller bespoke cohorts can be discussed, with pricing agreed for your programme.

Your people. Your priorities.Ready to sell better? Build your programme.A programme shaped around your people — and the progress you want to make.

Where better selling begins.

Your team doesn’t need more slides. They need skills that stick.

Know you need help? Book a relaxed, no-obligation 30-minute call. We’ll talk through your team and challenge, and you’ll leave with an honest view of the options — no brief or programme needed.

Book a Discovery Call Enquire about this course