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Successful Sales Account Management

There are no open events scheduled for this topic.
Many of our events are run as open events at various locations around the UK. See the Events Diary for scheduled events. All topics can be run as internal events on your premises.
Internal Event for Your Organisation
We can run this topic as an internal event for your organisation on your premises. This can provide a high quality and cost effective staff development route. More»
Successful Account Management - 1 Day Course


Many organisations spend a vast amount of effort locating and chasing new business. Sometimes this is done at the expense of keeping and nurturing the clients they already have. Often it is cheaper and more effective to keep the customers we know - and who know us - rather than prospect for new ones. 

This workshop examines how and why customers buy and plans a campaign to go wider and deeper into existing accounts to turn them into 'key' accounts. We identify our competitors, see how they compete and we formulate methods for keeping those key accounts out of their hands.

Learning Objectives

Following the workshop delegates will be able to

  • identify how and why clients buy, and why from us
  • retain existing clients in the face of competition
  • expand our business with existing clients by going wider and deeper into their needs
  • plan a sales campaign to turn existing accounts into key accounts

Related Workshops

If this event doesn't quite hit the spot, you may be interested in attending one of our other 1 day sales training courses. Follow the links below to view the overviews and scheduled dates.

Advanced Selling Skills

Fundamental Selling Skills

Successful Sales Account Management

Telesales Essentials

Who Should Attend?

This workshop is suitable for all sales people, and especially account managers, including their team leaders and managers.


The workshop will be split into three key phases:

Phase 1: The Customer Data - What do we know about our customer to keep their business and get more of it? What don’t we know, what do we need to know, and how will we find out?

  • Vital Statistics - who are they and how does that impact us?
  • Organisation- who actually makes the decisions, what is their function in the decision-making process and what do they want to hear? The BITE Matrix
  • Contact Web - who can help us inside their organisation, outside and in our own organisation?
  • Trading History - what have we done so far, what did they think of it – reinforce or combat?
  • Broad Strategic Aims - what are our/their objectives?
  • Purchasing Styles - how do they buy; why?
  • Opinion of us - how can we reinforce or combat, move to the next level?
  • Cultural Differences - which, why and impact?

Phase 2: Action - the skills we need for success

  • Sales Strategy
  • Goals & Objectives
  • Risks/Concerns
  • Competitive Analysis
  • Agreed Business Opportunities
  • Action Reviews
  • Resource Reviews

Phase 3: Activity Monitoring – is it working? Why? Why not?

  • Sales Analysis
  • Corrective Actions
  • Win/Loss Analysis


View Programme

This event is  Price Band C 


Our facilitators are all experts in their subject and have the real-world experience at a senior level to be able to offer best-practice advice.

Select a date/location for a profile of the facilitator who is scheduled for that date.

Venue and Travel

Venue details and travel information will be included in your confirmation email. If the venue has not been confirmed at the time of booking, then the information will be emailed to you closer to the event.

Booking & Confirmation

Bookings will only be accepted on receipt of full payment PRIOR to the event via cheque, BACS or credit card.  Cheques to be made payable to ‘National Training Resources Limited’.

All reservations will be confirmed by email within two working days of receipt of your completed booking form and payment in full and will include venue details and times.

Please direct all conference queries to the Conference Team.
Tel:  0845 130 6152 or 01827 63919.
Fax:  01827 60836 or 01827 61428. 
Email: conferences@national-training.co.uk

Terms & Conditions

Please read our full terms and conditions. Completion and return of the Booking Form constitutes a contract between yourselves and National Training Resources Limited.  Delegate cancellations/transfers are only accepted up to 3 weeks prior to the event and are subject to a small administration charge. Delegate substitutions can be made at any time.  We reserve the right to cancel or alter the event at any time.