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The Sales House
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Expansion Selling: Upsell & Cross-sell

Grow existing accounts through confident value conversations, targeted upsell and cross-sell opportunities, and practical account growth planning.

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

1 day · 9:30am–5pm

Group size

8–10 delegates

Format

Online or face to face

Price — Face to face

From £1,750

+ VAT

Price — Online

From £1,400

+ VAT

where understanding becomes useful —

Why this course matters

Account growth is strongest when the customer has a genuine reason to invest further.

What you’ll explore in the Lab

Existing customers offer valuable opportunities for growth, but expanding an account requires a clear understanding of customer priorities and a credible reason to invest further. This one-day course helps account managers, key account managers and customer success managers with commercial targets recognise upsell and cross-sell signals and position additional value without sounding pushy.

Delegates explore how to protect revenue at renewal, open conversations with new departments and build account growth plans supported by meaningful measures. They develop a practical approach to strengthening value conversations, improving renewal and expansion rates, and supporting net revenue retention while keeping customer needs central.

a real challenge. a purposeful response.

The challenges this addresses

  • Cross-selling disconnected from the customer’s current business needs
  • Renewals and growth treated as competing account activities
  • Upsell signals missed during everyday account management conversations
  • New departments approached without a credible reason to invest

What this can change at work

Expansion starts with a customer reason to act, not another product to pitch. Account managers learn to recognise growth signals, connect additional value to real priorities and bring retention and expansion into one coherent account plan. Managers can test the commercial logic behind proposed opportunities, helping the business pursue better-grounded account growth and support net revenue retention without losing sight of existing commitments.

Signals become questions

Account managers explore changes in customer priorities during regular contact and test whether those changes create a relevant expansion opportunity.

Relevant departmental introductions

Conversations with new departments open around their needs and a credible reason to explore additional value, rather than a generic cross-sell.

Joined-up growth plans

Account growth plans connect renewal protection, expansion opportunities and meaningful measures so managers can review priorities together rather than separately.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around spotting upsell and cross-sell signals and value conversations with existing customers. 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

Working in a small group of 8–10, delegates move from identifying expansion signals to practising value conversations and building an account growth plan. Interactive breakouts, peer-to-peer learning and live practice provide opportunities to explore renewal challenges, rehearse approaches to new departments and present their plans. Delegates leave with an account growth plan and clear measures to guide renewal and expansion activity.

Make Expansion Selling: Upsell & Cross-sell relevant to your business

Tell us where you want to make progress with spotting upsell and cross-sell signals. 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.

  • Spotting upsell and cross-sell signals
  • Value conversations with existing customers
  • Building an account growth plan
  • Renewals and protecting revenue
  • Expanding into new departments
  • Measuring account growth

What’s included in your booking

Your booked time and format
1 day · 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:

  • Identify expansion opportunities in your accounts
  • Position new value naturally
  • Build and present an account growth plan
  • Increase renewal and expansion rates

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: Identify expansion opportunities in your accounts.

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 Expansion Selling: Upsell & Cross-sell 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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Five live online labs that help account managers own their portfolio, deepen relationships, prove their value and spot genuine growth opportunities.

5 × 2.5-hour live online sessions (12.5 hours)Maximum 8 participants

Course synopsis

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

5 live sessions · 2.5 hours each

Outcomes — you'll be able to

  • Segment a portfolio by value, potential and risk and build actionable account plans
  • Run discovery conversations that uncover new customer priorities
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  • Identify expansion opportunities and build a compelling business case

Included in every course

  • Interactive, facilitator-led learning
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Course details

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

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From £3,300 per group+ 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