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

Key Account Planning

Build a clear, practical plan to protect and grow revenue from your most important clients.

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

Half day · 3.5 hours per half day

Group size

8–10 delegates

Format

Online or face to face

Price — Face to face

From £1,150

+ VAT

Price — Online

From £900

+ VAT

where understanding becomes useful —

Why this course matters

Your most important clients deserve a plan that connects relationships, risk and opportunity.

What you’ll explore in the Lab

Important accounts need more than regular contact: without clear priorities and a shared plan, relationship gaps and emerging risks can be easy to miss. This half-day course helps key account managers, account managers with strategic clients and sales leaders assess accounts by value and potential, then focus their attention where it matters most.

Delegates explore relationship and whitespace mapping, analyse risks and opportunities, and bring their thinking together in a practical one-page account plan. They develop a structured approach to protecting and growing revenue, spotting risks before they become losses, and reviewing account plans with their team.

a real challenge. a purposeful response.

The challenges this addresses

  • Regular contact without a strategic account planning view
  • Whitespace opportunities or stakeholder risks remaining largely invisible
  • High-potential accounts competing with familiar clients for attention
  • Account reviews lacking a shared view of commercial priorities

What this can change at work

Important accounts deserve more than an activity log. Key account planning helps sellers connect account value, stakeholder relationships, whitespace and risk in a practical one-page plan. Managers can use that shared view to challenge priorities and coordinate support, while the business can focus attention on meaningful growth opportunities and emerging threats rather than relying on familiarity or frequency of contact to guide investment.

Priorities beyond familiarity

Portfolio discussions compare account value and potential, helping teams explain why particular clients deserve more focused relationship or growth activity.

Relationship gaps mapped

Account plans show stakeholder coverage alongside whitespace and risks, making missing relationships visible before the next customer review takes place.

One-page working plans

Team reviews use a concise account plan to agree priorities and coordinate actions for protecting and developing important client relationships.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around segmenting and prioritising accounts and relationship and whitespace mapping. 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, participants move from account segmentation and prioritisation to relationship mapping, risk analysis and planning through interactive breakouts, peer-to-peer learning and live practice. Practical exercises help them identify whitespace opportunities and test their priorities, before drafting a one-page account plan to take away and review with their team.

Make Key Account Planning relevant to your business

Tell us where you want to make progress with segmenting and prioritising accounts. 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.

  • Segmenting and prioritising accounts
  • Relationship and whitespace mapping
  • Account risk and opportunity analysis
  • Writing a one-page account plan
  • Reviewing plans with your team

What’s included in your booking

Your booked time and format
Half 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:

  • Prioritise accounts by value and potential
  • Map relationships across a client
  • Write a clear one-page account plan
  • Spot risks before they become losses

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: Prioritise accounts by value and potential.

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 Key Account Planning 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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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.

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
  • 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

Included in every course

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

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From £4,450 per group+ VAT

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

Live online

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