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Each account represents a customer. So, what is the difference between account management and selling? This difference is mainly determined by the type of customer. The term ‘account’ frequently refers to groups of customers (chains) and large, national or international companies with offices implementing decisions that have been made centrally. There are usually a large number of people involved in the process: buyers, users, production managers, members of the Board of Directors and other internal and external influencers.

Obviously, it is not easy to provide buying support to such a large decision making team. Only by using a systematic and strategic approach underpinned by intense personal commitment will you have any real chance of success. This training course will give you fresh ideas, broaden your skills and give you a head start over your competitors.


The highly interactive training course consists of continuous sequences of information, discussion, and practical exercises. You will receive the video recordings of your own performance at the end of the training.


Why is account management different from selling?

Who is an account management plan prepared for?

What should always be included in an account management plan?

Working with a 5x4 account management plan

Presenting an account management plan internally and externally

Applying the SWOT analysis into practical situations

Responding to internal customers of an account

Duties, authority and responsibilities you should have as an account manager

The effects of stepping up the effort with each account

Working with indicators while taking stock

Successfully negotiating yearly contracts 

Dealing with complaints as an account manager

How can an account manager best divide his time?

Engaging the right people internally

What indicators are important for each account’s budget?

Building a long-term relationship with a client

Maximizing the chances of success when implementing an account plan

Training Objectives

At the end of this training you will be able to:

1.Prepare and implement an account management plan
2.Adapt your rational method of working to the non-rational decision making processes of your account

3.Lead internal and external account discussions


This training course takes place in two separate stages of two days each. During the intervening period, you will be working on the preparation of a 5x4 account management plan for an existing account. 

Program Schedule

Welcome & Introduction

Program Objectives

Personal Objectives

Customer Visits 

Proactive Service Skills

Business Partnering

Problem Solving


Increasing Prices

Developing the Relationship

Action Planning & Commitments 

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