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Dates :


Membership Level Per-person
Corporate Member $2685
Individual Member $2835
Non-Member $3285




• Sessions run 7:00 am - 9:00 am CDT
• Live-virtual sessions run weekly on The Summit Group’s Zoom platform (120 minutes)
•Pre/inter-session work, all program materials, including micro-videos and shared interactions between participants hosted on The Summit Group’s learning platform (~60–90 minutes per week)

Intended audience:
Account Managers, Regional/Territorial Account Managers, Sales Professionals, Cross-functional strategic account team support members

Level of proficiency:

Digital Badge Certificate of Program Completio

Account management skills for sales: How to create growth and retain your most important customers

SAMA welcomes you to “Account management skills for sales: How to create growth and retain your most important customers,” a fully virtual, blended training program that equips the new-to-role account manager and/or sales professional to:

  • Elevate engagement and grow business with important customers
  • Apply best-in-class, pragmatic account management processes, principles and tools.

Build front-line salespeople’s skillset and mindset to effectively engage large and/or important accounts with behaviors that have been proven to drive growth. Begin shifting mindsets from “product-based” to “customer-centric” while positioning your firm as a true value-add solution supplier and stop customers from seeing you as “just another vendor.”

Participants will be equipped with a repeatable account-centric selling process and playbook integrating more than 20 proven principles and tools – downloadable, ”smart” editable templates that structure thinking and guide application of leading account management practices.


Account Mangement Intro: What the best do differently

Sets participants up to get the most out of their learning journey.
Establishes why account-based selling is a powerful, sustainable strategy to accelerate growth. Introduces the mindset and skills for success. Explores what the best do differently and proposes SAMA’s account management operating system to elevate relevance, increase customer value, and grow faster.

Account Strategy and Planning

Equips participants with account strategy and planning toolkit.
Develops the skills to apply these principles and tools to create pragmatic, actionable account plans that focus on top opportunities for value creation and profitable account growth.


Deepen Customer Understanding & Insights

Deeply understanding the customer’s business priorities, strategies, & value drivers is the foundation for account management excellence.
Participants learn how to apply discovery tools and analyze their customer’s business to uncover insights to elevate account performance, identify relationship red-flags and pinpoint white-space for driving future growth.

Elevate & Expand Relationships/
Virtual Stakeholder Engagement

Effectively engaging key stakeholders who make and influence buying decisions is essential to account-based selling.
By analyzing how customers buy and make decisions participants learn how to navigate the account eco-system, establish relevance, listen louder, and plan for and execute great customer meetings - thereby growing mindshare that will pull wallet-share.

Align, Create, Quantify & Communicate Value

Aligning on what matters: Identifying the business fit between needs and capabilities is at the heart of account management.
Participants learn how to prioritize opportunities, create relevant value-based solutions, craft differentiating value propositions and then articulate business value stories that position the customer at the center, disrupts status quo, and mobilize action.

Negotiate Agreement, Execute & Expand Value

Develop strategies and tactics to negotiate agreement and drive agile execution.
Practice applying tools to implement business reviews and identify next steps to deepen relationships and expand value - elevating competitive immunity and creating growth. Success is about achieving mutual goals by sustaining change that ensures realization of desired outcomes and business impact.

Click here to view program outline


Account management skills for sales: How to create growth and retain your most important customers runs over six weeks, with participants expected to invest approximately 2-1/2 days learning (20 hours) over the duration of the course. Workshops will be limited to 20 participants to maximize personal attention, sharing of experiences, and coaching from faculty instructors. Over the course, participants will have ample opportunity to interact with peers, exchange ideas and share learnings with leading-practice account managers through online communities of practice and SAMA events.

Each participant will receive:

  • Access to SAMA’s account-based selling digital learning platform for one year
  • Access to digital micro-learning videos for one year
  • A digital/printable workbook that guides the participant through the learning journey
  • Best in-class account management tools and templates
  • A coaching guide (for participants and their manager)
  • Live virtual workshop interaction with SAMA's leading-practice account- management faculty
  • The SAMA “Account management skills for sales: How to create growth and retain your most important customers” certificate of completion/digital badge to use on their LinkedIn profile to show strong comprehension of account management principles


To ensure the optimal level of group discussion and engagement, participants with interest will be placed on a wait list. Once the cohort minimum has been reached we will begin scheduling the session.



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The Summit Group is a global sales performance improvement company. We build salespeople into authentic business professionals. Since 1993, we've helped international clients optimize their sales performance through consultancy and customized training solutions.

The Summit Group has accelerated leading companies' distinguishing go-to-market execution in more than sixty countries. We train sales organizations how to effectively develop unique business value for their customers, resulting in immediate revenue growth, increased customer loyalty and elevated consultative relationships.

Our unique, pragmatic approach ensures distinction and differentiation through the delivery of business simulation skill-based training. We focus on consultative-based relationships, uncovering and developing customer needs and requirements, and building value-based solutions that leverage the organization's value capabilities and directly align with customer needs.