GROW | Account Management & Customer Development
Account Management & Portfolio Development Training
Winning a customer is just the beginning.
Your existing customers could represent some of your greatest opportunities for sustainable business growth. But developing those opportunities requires more than regular contact and good customer service.
Sure Train's Account Management & Portfolio Development Training helps salespeople understand their customer portfolios, identify untapped opportunities and build stronger, more profitable relationships.
Through practical workshops, customer analysis and structured planning, delegates develop the skills and confidence to retain, grow and delight their customers.
Keep, grow and delight your customers by building stronger relationships, identifying new opportunities and developing profitable, long-term partnerships.
Businesses often focus on new customer acquisition while overlooking growth opportunities within existing accounts. Even satisfied customers may buy only a limited range or engage infrequently. Effective account management helps understand customers better, strengthen relationships and develop mutually beneficial growth opportunities.
Retention
Develop stronger relationships and reduce avoidable customer losses.
Growth
Identify opportunities to increase relevant customer spend.
Profitability
Protect value and reduce unnecessary discounting.
Loyalty
Develop relationships in which customers see the organisation as a valued partner.
Develop a more strategic approach to your customer portfolio.
Understand the commercial potential within your existing customer base.
Identify and quantify 'white space' opportunities across your portfolio.
Build objective account plans focused on long-term value and mutual growth.
Establish repeatable, trust-based review processes that strengthen partnerships.
Develop the confidence to transition clients into loyal partners and fans.
What's covered in Account Management Training?
Understanding Effective Account Management
The programme begins by examining current practice and where improvements can create additional value.
- Defining the account manager role
- Transitioning from sales to account management
- Building long-term account strategies
Customer Analysis
'White space' is simply the relevant products, services or opportunities a customer has that you aren't currently supplying. We emphasize needs-based growth through better analysis.
- Portfolio segmentation models
- Identifying 'white space' opportunities
- Analysis of customer decision-making units
Planning Growth in Your Account Portfolio
Delegates consider their own portfolios and identify practical ways to develop value across their accounts.
- Setting objectives for account growth
- Developing structured account plans
- Managing time across a busy portfolio
Turning Clients into Partners and Fans
The aim is to build trust-based, value-focused relationships. While loyalty can't be guaranteed, we focus on becoming a true 'Partner and Fan' of your client.
- Value-based relationship building
- Improving customer retention and loyalty
- Managing and developing complex stakeholder networks
Maximizing Value Through Strategic Reviews
Interactive sessions focused on evaluating customer value and identifying expansion to boost account margins.
- Demonstrating value over price Reducing reliance on discounts Spotting expansion opportunities
Master a repeatable review framework for more productive meetings
A primary outcome is a practical, repeatable customer review process for your team to use. This framework ensures every meeting is consistent and productive, focusing on client satisfaction and new growth opportunities.
- Run consistent meetings focused on customer satisfaction and successSpot potential growth opportunities during regular client encountersImprove account productivity with a structured professional approachTransform routine check-ins into actionable business development
Keep, grow and delight your customers by building stronger relationships, identifying new opportunities and developing profitable, long-term partnerships.
ANALYSE
Deep-dive analysis of your current portfolio and customer relationships.
IDENTIFY
Mapping the 'white space' and identifying untapped growth within accounts.
PLAN
Creating practical, actionable account development and retention plans.
DEVELOP
Executing your strategy to grow value and strengthen partnerships.
Note: This is a simple summary aligned with the GROW theme, not a proprietary model.
Practical learning, built around your customers.
The course is delivered through interactive workshops, with delegates bringing their own markets, customers and challenges. Through discussion, analysis, exercises and coaching they develop relevant approaches; they leave with practical account development actions and a structured customer review process, plus confidence and motivation to apply the learning.
What our delegates say.
"Really informative and easy to follow. Very applicable to our business"
RP, Nautibouy Marine
Who benefits from Account Management Training?
Account managers
Develop more structured, commercially effective relationships with existing customers.
Field salespeople
Identify growth opportunities and make better use of customer visits.
Internal account management teams
Improve remote customer engagement, portfolio planning and relationship development.
Sales managers
Support consistent account management processes and more effective customer development planning.
The programme can be adapted to different markets, customer types and portfolio sizes.
What is the difference between account management and customer service?
Customer service is primarily reactive, focusing on satisfying immediate requests. Account management is proactive, focusing on understanding customer needs, identifying growth opportunities, and building long-term value.
How does the training help grow existing accounts?
Delegates learn to identify 'white space' opportunities—needs the customer has that aren't yet being met. We focus on structured analysis and planning to ensure growth is strategic and sustainable.
Do delegates work on their own account portfolios during the course?
Yes. The training is highly practical. Delegates bring their own customer lists and challenges to the workshops, leaving with concrete plans they can apply immediately.
How long does the programme last?
The duration is agreed according to your organisation's objectives and the amount of practical workshop activity required.
Is the course suitable for internal account teams?
Absolutely. We adapt the focus to the specific challenges of remote relationship management, effective phone-based account development, and structured portfolio planning.
Practical training that helps relationships grow.
Sure Train is an established professional training organisation. Founder and lead trainer Richard Palmer, author of 'The Ethical Sales Handbook', has built the company on more than 20 years' experience in practical sales development.
- More than 20 years' sales training experience
- Over 12,000 people trained
- Institute of Sales Management Endorsed Training Partner
- Interactive, workshop-based learning
- Programmes tailored to real commercial environments
- Ethical, customer-focused sales development
Your next growth opportunity could already be a customer.
Whether you want to strengthen customer relationships, identify new opportunities within existing accounts or build a more structured approach to portfolio development, let's discuss how Account Management Training could help.
0800 840 1501
hello@suretrain.co.uk