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

Storytelling for Account Managers

Turn account results into clear value stories that strengthen business reviews, support renewals and open conversations about what comes next.

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

The value your customer has experienced should be clear to the people deciding what happens next.

What you’ll explore in the Lab

Account managers need clients to recognise the value already delivered before they can make a credible case for renewal or expansion, particularly when new stakeholders join the account. This half-day course helps account and customer success managers turn results, usage and outcomes into clear, relevant stories for business reviews, QBRs and renewal conversations.

Delegates learn to connect evidence with client priorities, introduce new ideas through stories and communicate established value to people who have not seen the journey first-hand. The focus is on more engaging reviews, a clearer renewal narrative and a stronger basis for discussing future opportunities.

a real challenge. a purposeful response.

The challenges this addresses

  • Results shared without a narrative relevant to customers
  • New stakeholders missing the history behind the relationship
  • QBR evidence failing to connect with renewal priorities
  • Expansion ideas introduced without linking past value to future needs

What this can change at work

Good account stories make value easier to see and discuss. Account and customer success managers learn to connect results, usage and outcomes with the customer’s priorities, giving reviews and renewals a clearer narrative. Managers can coach the relevance and evidence behind that story, while the business gains a more credible way to explain established value to new stakeholders and open conversations about what comes next.

Evidence with a storyline

Business reviews connect customer priorities, actions and evidenced outcomes in a clear story rather than presenting results as disconnected updates.

New stakeholders brought in

Account managers explain the history of delivered value to new decision-makers without assuming they know why the relationship matters.

Expansion with context

Renewal and expansion conversations use relevant stories of established value to introduce new ideas and explore the customer’s future priorities.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around turning results into value stories and storytelling in business reviews and qbrs. 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 shaping a value story to practising its use in business reviews, renewal discussions and conversations with new stakeholders, using interactive breakouts and peer-to-peer learning. Live practice and feedback help delegates refine their narrative and leave with a clear value story, practical storytelling approaches and ideas for opening expansion conversations.

Make Storytelling for Account Managers relevant to your business

Tell us where you want to make progress with turning results into value stories. 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.

  • Turning results into value stories
  • Storytelling in business reviews and QBRs
  • Telling the renewal story
  • Introducing new ideas through stories
  • Stories for new stakeholders in the account
  • Peer practice and feedback

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:

  • Build a clear story of value delivered
  • Run more engaging business reviews
  • Use stories to open expansion conversations
  • Re-sell the value to new stakeholders

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: Build a clear story of value delivered.

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 Storytelling for Account Managers 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 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

Live online

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