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The Sales House

Flagship programme

AM Online Lab Pt 1:
Retain, Develop & Grow

Five live online labs that help account managers own their portfolio, deepen relationships, prove their value and spot genuine growth opportunities.

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

Duration

5 × 2.5-hour live online sessions (12.5 hours)

Group size

Maximum 8 participants

Format

Live online

Price — Online

From £4,450 per group

+ VAT

where understanding becomes useful —

Why this course matters

Every renewal and expansion starts long before the commercial conversation — in how well you know the customer and the value you keep proving.

What you’ll explore in the Lab

AM Online Lab Part 1 equips account managers with the skills to strengthen customer relationships, demonstrate ongoing value, proactively manage accounts and uncover growth opportunities.

Across five live online sessions, AMs segment and prioritise their portfolio, run discovery beyond the original sale, build multithreaded relationships, deliver value-led business reviews and shape credible expansion plans. Each session is a small-group working lab with breakouts, role-play and personal coaching, and an agreed action to apply before the next session.

Flagship programme

Your 5 live sessions

Equip Account Managers with the skills to strengthen customer relationships, demonstrate ongoing value, proactively manage accounts and uncover growth opportunities.

2.5 hours per session · 12.5 hours in total · Maximum 8 participants

Less listening. More doing. Real conversations, practical challenges and skills that make a difference when it matters.

Enquire About This Programme Compare Part 1, Part 2 & the complete programme

a real challenge. a purposeful response.

The challenges this addresses

  • Day-to-day customer demands crowding out proactive account development
  • Relationships resting on a single contact, leaving accounts exposed to change
  • Business reviews that report activity rather than demonstrate customer outcomes
  • Whitespace and expansion signals missed until a competitor or renewal forces the question

What this can change at work

Help account managers move from reacting to customer requests to deliberately developing their accounts. The series connects portfolio prioritisation, ongoing discovery, strategic relationships, value reviews and growth planning, so retention and expansion are built on understanding rather than timing. Managers gain a shared approach to account plans and coaching. The business benefits from stronger, multithreaded customer relationships and growth conversations grounded in the outcomes customers recognise — without promising particular retention or revenue figures.

A prioritised portfolio

AMs segment accounts by value, potential and risk and plan their week's engagement around those priorities.

Multithreaded relationships

Account plans name the senior and functional stakeholders being developed, not just the day-to-day contact.

Value-led business reviews

Reviews open with measurable customer outcomes and use them to shape the next stage of the partnership.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Live practice in every session, built around Own Your Portfolio, Discovery Beyond the Sale, From Supplier to Strategic Partner. Participants apply an agreed action between sessions and bring what happened back to the group.

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

Spaced sessions, between-session application and reflection are built into the series. Manager briefings and follow-up coaching can be added and are agreed in your proposal.

How we make learning stick

Inside the workshop

Delivered live online for a maximum of 8 participants, with sessions spaced so learning can be applied between each one. This is not a passive webinar: every session is live, interactive and facilitator-led, combining short input with breakout exercises, peer-to-peer learning, role-play on real-world sales challenges and personalised coaching. Participants leave each session with tangible tools, frameworks and actions they can apply immediately. Spacing, buyer scenarios and examples are agreed around your sales process before delivery.

Make AM Online Lab Pt 1: Retain, Develop & Grow relevant to your business

Tell us where you want to make progress with own your portfolio: segmentation, priorities and account plans. We can discuss suitable workplace examples, priorities and access needs before agreeing the scope. This course is delivered live online for people in the UK and Europe, with timings agreed around participants.

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.

  • Own Your Portfolio: segmentation, priorities and account plans
  • Discovery Beyond the Sale: evolving customer needs and priorities
  • From Supplier to Strategic Partner: multithreaded relationships
  • Proving Your Value: outcomes and value-led business reviews
  • Spot, Shape & Grow: whitespace, upsell and cross-sell

What’s included in your booking

Your booked time and format
5 × 2.5-hour live online sessions (12.5 hours) · Live online · Maximum 8 participants.
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:

  • Segment a portfolio by value, potential and risk and build actionable account plans
  • Run discovery conversations that uncover new customer priorities
  • Develop multithreaded relationships and engage senior stakeholders
  • Prepare and deliver an engaging, value-led business review
  • Identify expansion opportunities and build a compelling business case

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: Segment a portfolio by value, potential and risk and build actionable account plans.

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 Online Lab Pt 1: Retain, Develop & Grow 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 Account Managers Lab

Flagship programme

AM Online Lab Pt 2:
Protect, Negotiate & Expand

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

  • Recognise early warning signs of dissatisfaction and churn
  • Handle challenging customer conversations with confidence and empathy
  • Defend value under pricing pressure without unnecessary concessions
  • Build mutual action plans that progress renewals and expansion to completion

Included in every course

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

Live online

From £3,300 per group+ VAT

Course details
Most booked

AM Lab

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

2 days · 9:30am–5pm each day8–10 delegates

Course synopsis

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

Key focus areas

  • 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

Outcomes — you'll be able to

  • 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

Included in every course

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

Face to face

Price on request+ VAT

Online: Price on request + 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