Course Overview:
Advanced Account Management & Business Development Skills
The landscape of buying and selling has transformed — and continues to evolve rapidly. To succeed, account managers and business development professionals need to enhance their consultative skills, finding new ways to create, communicate, and deliver value to their customers.
At the heart of every client interaction are three key questions customers are asking about their suppliers. Often, account managers and business developers miss these signals. Knowing how to identify and confidently answer these questions leads to stronger relationships, greater trust, and increased revenue.
This highly practical and interactive workshop equips participants with the skills and tools to respond to these customer questions, positioning themselves as trusted advisors and delivering results that stand out.
Course Objectives:
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Understand the complexity of modern buying and how to adapt.
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Build and deepen relationships across all levels of a customer’s organisation.
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Master advanced consultative selling techniques to focus on value, not price.
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Learn how to continuously grow customer relationships for long-term value.
Course Structure & Content:
The course is structured into modular, interactive sessions, following the customer buying journey:
Module 1: The Modern Buying Process — How buying decisions are really made today.
Module 2: Finding Opportunities — Identifying and engaging with the right buyers.
Module 3: Creating Value — Building compelling propositions and agreements.
Module 4: Growing the Relationship — Turning one-off wins into ongoing partnerships.
Module 5: Leading the Sales Process — Staying proactive and steering success.
Module 6: Action Planning — Bringing everything together into a ready-to-implement strategy.
Delivery Style:
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Participants will work with their own customer portfolios, applying tools and techniques in real time to enhance their account management or business development plans.
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Expect a balance of facilitator-led insights, group discussions, and hands-on exercises.
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The latest research on customer expectations and behaviors will be shared, along with practical frameworks that can be applied immediately.
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The course culminates in the creation of a refined, actionable account or sales plan tailored to each participant’s business.
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Every participant will also receive a 30-minute follow-up coaching call, 2–3 months post-workshop, to review progress and support implementation.
Please note: A minimum of 4 delegates are required to run this course. If this is not met then this course may be rescheduled.
Meet the Trainer!
