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UK-based. Working with sales teams across Europe.
The Sales House
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AM Lab

From handover and introductions to trusted relationships, issue resolution, cross-selling and purposeful QBRs — develop the existing-client journey.

Your customers need you to solve today's issue while planning for tomorrow's value. You balance handovers, changing stakeholders, renewals and growth targets — often with limited time for proactive account development. We understand that protecting trust and having a commercial conversation are not competing jobs. The AM Lab helps you connect them with confidence.

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

Price on request

+ VAT · Format options below

Price — Online

Price on request

+ VAT · Format options below

where understanding becomes useful —

Why this course matters

An account relationship should connect the promises made at handover with the value the customer experiences next.

What you’ll explore in the Lab

A practical two-day AM Lab for people who develop existing-client relationships. Day one covers a clear sales-to-account-management handover, confident introductions, relationship building and constructive responses to customer issues.

Map the stakeholders who influence success, recognise relevant cross-selling opportunities and build a QBR format focused on outcomes, evidence and next actions. Day two develops strategic account planning, renewal and retention conversations, account-health assessment, multi-threaded engagement and more extensive QBR and issue-resolution practice. Leave with a relationship plan and a review structure you can adapt for an existing client.

a real challenge. a purposeful response.

The challenges this addresses

  • Reactive client care crowding out purposeful account development
  • Customer reviews disconnected from agreed retention and growth priorities
  • Sales handovers leaving account managers unclear about customer commitments
  • Cross-selling discussions introduced before customer outcomes and relationship gaps are understood

What this can change at work

Connect the promises made in the sale with the value the customer experiences next. Account managers build a joined-up approach to handovers, relationships, issue resolution and customer reviews, with retention and relevant growth in view. Managers can coach account health and stakeholder coverage alongside commercial plans. The business gains a clearer basis for renewal and expansion conversations that begin with customer outcomes, not simply the next opportunity to sell.

Handovers clarify commitments

Account managers use a structured handover to establish what was agreed, prepare their introduction and identify questions to resolve with the client.

Reviews centre on outcomes

QBR agendas bring customer outcomes, supporting evidence and next actions together, rather than treating the review as a general relationship update.

Account plans connect priorities

Managers review relationship gaps, account health and retention priorities alongside relevant growth opportunities, with clear actions for the account owner.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around sales handover and introductions, expectations and relationship-building habits. 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 live online or face to face for 8–10 delegates. Account scenarios link the handover to onboarding, relationship development and commercial growth. Pairs practise introductions and handling an issue, then build a stakeholder map and a customer-led QBR. The second day adds coached review presentations, renewal negotiation and an account clinic. We use anonymised client information and agree examples around your customer lifecycle, responsibilities and escalation arrangements.

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

Your AM Lab agenda

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

Day 1 — Build the relationship. Understand the account.

Connect client care with purposeful account development.

  1. Morning

    Handover, introductions and issue resolution

    Clarify commitments, rehearse introductions and practise responding to an issue with clear ownership and follow-up.

  2. Afternoon

    Stakeholder maps, cross-selling and QBR formats

    Map relationships, explore customer-led expansion and create a review agenda built around outcomes.

Day 2 — Protect value. Plan growth.

Develop a more strategic approach and practise the conversations in depth.

  1. Morning

    Account health, retention and renewal planning

    Assess risks, plan stakeholder engagement and rehearse a renewal conversation with clear commercial boundaries.

  2. Afternoon

    QBR practice and strategic account clinic

    Present a review with feedback, test expansion assumptions and create an account plan with owners and next actions.

Make AM Lab relevant to your business

Tell us where you want to make progress with sales handover: commitments, context, risks and ownership. 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.

  • Sales handover: commitments, context, risks and ownership
  • Introductions, expectations and relationship-building habits
  • Handling issues, escalation and rebuilding trust
  • Stakeholder mapping and relationship coverage
  • Relevant cross-selling based on customer needs
  • QBR formats: outcomes, evidence, priorities and actions
  • Day 2: account health, retention risks and renewal planning
  • Day 2: strategic account plans and multi-threaded engagement
  • Day 2: QBR presentation, renewal negotiation and account clinics

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. Choose one of the formats shown in the booking options; alternative formats are not additional included sessions.
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:

  • Prepare a structured handover and confident client introduction
  • Build relationships and respond constructively to issues
  • Map stakeholders and identify relationship gaps
  • Explore a relevant cross-selling opportunity without undermining trust
  • Build a customer-focused QBR format
  • On day 2, create an account plan with retention and growth priorities
  • On day 2, practise a QBR and renewal conversation

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: Prepare a structured handover and confident client introduction.

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 AM 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

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Outcomes — you'll be able to

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Three live online labs to manage difficult conversations, protect existing revenue and progress renewals and expansion with commercial confidence.

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

Course synopsis

Protecting a customer relationship sometimes means having the conversation others would rather avoid — and having it well. AM Online Lab Part 2 develops the commercial confidence account managers need to manage difficult conversations, protect existing revenue and successfully progress renewals and expansion opportunities. Across three live online sessions, AMs recognise early signs of risk, handle challenging conversations with empathy, defend value under pricing pressure and build mutual action plans that carry renewals and growth through to completion. Practice uses real-world account scenarios, role-play and personal coaching.

3 live sessions · 2.5 hours each

Outcomes — you'll be able to

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Included in every course

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  • Take-away materials

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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