Account Managers Lab

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

Included in every course

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

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

Included in every course

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

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

Included in every course

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

Course synopsis

An existing customer's next demo needs to begin with their current experience and what they want to achieve next. For an existing customer, a demo should connect to their current experience, changing priorities and a decision about adoption or growth. This half-day workshop helps account managers demonstrate relevant value without assuming everyone in the room knows the product or wants more features. Explore current usage and unmet needs, tailor the experience to sponsors, users and technical stakeholders, and make space for questions and feedback throughout. Where a solution consultant supports you, agree roles and a shared account brief; where you lead alone, use the same approach to make the session an interactive conversation about customer outcomes.

Key focus areas

• Discovery-led demo objectives and decision criteria
• Audience mapping: sponsors, users, technical and commercial stakeholders
• Connecting capabilities to relevant business outcomes
• Working with solution consultants: briefing, roles and handovers
• Leading effectively without a solution consultant
• Interactive two-way demos: questions, checkpoints and participation
• Handling technical questions and avoiding feature detours
• Customer feedback, adoption or expansion fit and agreed next steps

Included in every course

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

Course synopsis

Proactive account management needs room in the diary, not just good intentions. Account managers balance customer requests with relationship development, renewals and expansion opportunities. This single half-day session combines sales-specific time management with a weekly forecasting routine for an existing-client portfolio. Delegates prioritise accounts by commercial potential, renewal timing and risk, protect proactive relationship and growth activity, and organise reactive work without losing sight of their commitments. They learn to prepare renewal and expansion forecasts using customer evidence, clear dates and explicit assumptions rather than treating expected revenue as a certainty.

Key focus areas

• Prioritising accounts by value, timing and risk
• Protecting proactive client and growth activity
• Balancing reactive requests and planned commitments
• Planning QBRs, renewals and expansion follow-up
• Evidence-based renewal and expansion forecasting
• Weekly CRM hygiene and account review routines

Included in every course

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

Course synopsis

Protecting a relationship means taking customer concerns seriously and keeping the commercial conversation clear. Existing customers may question renewal value, resist a price change or hesitate over additional investment. This half-day workshop helps account managers understand what sits behind that pushback and respond with empathy, evidence and commercial clarity. Delegates use a listen, clarify, respond, confirm framework to separate service concerns from buying objections, explore adoption and outcome gaps, and handle competitor comparisons thoughtfully. The aim is a constructive conversation about the customer's priorities, with agreed actions to address issues and a credible basis for renewal or expansion.

Key focus areas

• Understanding renewal and expansion objections
• Price changes, budgets and evidence of value
• Adoption concerns and service issues
• Competitor comparisons and switching considerations
• Clarifying, responding and confirming with empathy
• Agreed actions, escalation and customer follow-up

Included in every course

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

Course synopsis

A QBR earns its place when the customer can see what the conversation will help them achieve. Too many quarterly business reviews focus on historic usage data rather than the customer’s priorities, leaving account teams with limited stakeholder engagement and no clear route forward. This half-day course equips account managers, key account managers, customer success managers and sales leaders to prepare, lead and follow up QBRs that customers value. Delegates explore how to combine data, outcomes and stakeholder insight, build a value-led agenda, present ROI and business impact, and respond constructively to difficult feedback and risk. The focus is on securing senior stakeholder engagement, agreeing a joint success plan for the next quarter and positioning renewal and expansion naturally.

Key focus areas

• The purpose of a modern QBR
• Preparing with data, outcomes and stakeholder insight
• Structuring a value-led agenda
• Presenting ROI and business impact
• Handling difficult feedback and risk
• Agreeing a joint success plan and next steps
• Positioning expansion naturally
• Practising a QBR in breakout groups

Included in every course

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

Course synopsis

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

Key focus areas

• 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

Included in every course

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

Course synopsis

A lasting relationship is built through the value of everyday interactions, especially when something goes wrong. Strong client relationships need more than reliable delivery: account managers, customer success and service teams, and relationship managers must demonstrate value, manage expectations and respond well when things go wrong. This half-day course develops the trusted adviser mindset, helping delegates build trust and add value at every client touchpoint. It explores how to run valuable quarterly business reviews (QBRs), handle complaints constructively and recover relationships, alongside appropriate ways to request referrals and testimonials. Delegates leave better equipped to deepen trust with key clients, turn issues into opportunities to strengthen relationships and encourage satisfied customers to recommend their services.

Key focus areas

• The trusted advisor mindset
• Regular value reviews (QBRs)
• Managing client expectations
• Handling complaints and recovering relationships
• Gaining referrals and testimonials

Included in every course

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

Course synopsis

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

Key focus areas

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

Included in every course

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

Course synopsis

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

Key focus areas

• 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

Included in every course

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

Course synopsis

A resilient account relationship extends beyond the person who already knows you. Long-term accounts depend on relationships at every level, yet rapport can remain concentrated around one main contact, leaving wider stakeholder relationships underdeveloped. This course helps account managers, key account teams and customer success managers deepen existing connections, establish trust with new contacts and build confidence when inheriting an account. Delegates explore how to adapt their approach to different personalities, engage senior stakeholders and recover damaged relationships through thoughtful, credible conversations. The focus is on building rapport across the whole account and staying front of mind between meetings, supporting stronger relationships that extend beyond the next review or immediate issue.

Key focus areas

• Rapport beyond the main contact
• Adapting to different personalities
• Building trust with senior stakeholders
• Recovering a damaged relationship
• Staying front of mind between meetings
• Practice in breakouts with feedback

Included in every course

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