Advanced Account Management

Building on Account Management Fundamentals, this course helps you connect customer, category and shopper priorities. Explore how to strengthen your recommendations, build actionable account plans and engage the people who can help you deliver them.

Designed for account managers and sales professionals ready to develop their negotiation skills and take a more strategic approach to customer accounts. 

It’s also relevant to commercial professionals with responsibility for customer negotiations, planning or growth. 

You should have completed Account Management Fundamentals or have equivalent knowledge and practical experience.

Growing an account takes more than a persuasive proposal. You need to navigate objections, negotiate effectively and create plans that work for your business and your customer. 

This course helps you take a broader commercial view, balancing immediate opportunities with long-term growth and stronger relationships. 

Develop your approach to negotiation, from understanding objections to planning your position and managing trade-offs. 

Explore how category thinking, shopper behaviour, range, pricing, promotions and retail media can strengthen your customer plans. Bring these together with account planning and stakeholder engagement to move from strategy to action. 

• Recognise and respond effectively to customer objections 

• Prepare and conduct negotiations with clear objectives and considered trade-offs 

• Build recommendations that create value for your business, your customer and shoppers 

• Assess how range, pricing, promotions and retail media contribute to performance 

• Turn strategy into an actionable account plan with measures of success 

• Align your plans with customer business processes 

• Engage internal and external stakeholders to support delivery 

Explore practical commercial examples and take part in negotiation practice to test your approach. Connect the learning to your own accounts and identify actions to strengthen customer conversations, planning and delivery.

Complete Account Management Fundamentals followed by Advanced Account Management for the full learning journey, progressing from core selling and customer skills to negotiation, commercial planning and account growth.