Successful Account Management
Successful Account Management

Through IGD’s Successful Account Management virtual workshop, you will learn what is required to build and manage successful customer relationships.

This training session is a ‘how to’ guide for all FMCG account managers new to the role or industry, those looking for a refresher, and others in customer facing roles. Due to the COVID-19 pandemic, we have tailored this popular workshop so you can now learn in a virtual environment.

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What to expect in our 2021 workshops

The food and grocery industry experienced big changes in 2020.

To help keep you at the forefront of these developments, our FMCG experts will highlight the latest best practice examples and innovation from around the world. They’ll also give you insight into what this means for your business.

Now, more than ever, online and digital solutions are playing a massive part in the industry. We’ve also made sure our latest workshop content focuses on what this means for your function today and in the future.

Workshop Overview

The workshop is based on our extensive primary research and modelled on industry best practices, offering a full exploration of effective account management. Participants will get the chance to practice their newly-acquired skills through interactive sessions with their peers.

Led by IGD's highly-experienced commercial experts, with decades of experience, you will complete a programme of interactive tasks and scenarios. Examining case studies and best practice, you will get to grips with what is expected of commercial teams and how success is measured.

IGD's extensive body of primary research and proven tools and techniques will inform the day's learning. Delegates will leave with extensive industry knowledge and best practice, plus the tools to guarantee success.

The live workshop will be delivered by our experts in high energy, bite-sized sprints. Over the course of three days, you will take part in a virtual and interactive sessions - specifically designed to optimise your learning at home.


The online training session will be delivered by our industry experts in high energy, bite-sized sprint

Day 1
Duration: 1hr 45mins

Roles and responsibilities

The role and responsibilities of the account manager

The role and responsibilities of the buyer

What are retailers saying?

How do retailers measure suppliers?

What capabilities are they looking for?

The current environment and what it means to the account manager

Day 2
Duration: 1hr 45mins

Key retail trends

What the future looks like – how your business is likely to be impacted

What it takes to build sustainable trading relationships

The selling process

Key steps in the selling process

The supporting tools

Developing customer business plan

Understanding your customer and their needs

Identifying opportunities

Day 3
Duration: 1hr 45mins

Planning for successful and effective customer meetings

Developing winning customer proposals

Pre-meeting preparation and planning (incorporating IGD meeting and negotiation planning tools)

The customer meeting

Conducting an effective customer meeting

Anticipating and overcoming objections

Effective business planning

Account plans versus Joint Business Planning, what’s the difference?

Developing meaningful objectives and strategies

Learning outcomes

Understand the changing roles and responsibilities of account managers and buyers in these challenging times.

The current environment and what that means for account managers.

Tools to support the selling process.

How to create great customer business plans.

Running effective and successful customer meetings.

Developing and measuring objectives and strategies.


Provides a sound foundation to the inner workings of Account Management in UK Retail.

A great help for future career development.

Meet the trainer

Alex Edge, Head of People Development

Alex Edge joined IGD in 2015 and has a decade of supply chain management experience in various blue chip organisations. Prior to joining IGD, Alex worked in the customer facing supply chain team at United Biscuits where he was responsible for the Tesco account. Alex helped transform the management of the account along with working on other transformational supply chain development initiatives.

Alex Edge
Virtual Successful Account Management


Member Discount: £449

Non-Member: £559

Small Business Discount: £300

Prices displayed ex-VAT. IGD reserves the right to alter any element of the programme, such as speakers, times and venue, should the need arise. All bookings are subject to acceptance of IGD Terms & Conditions. IGD reserves the right to reject any order at its discretion.

Small Business Rate

As part of IGD’s commitment to help small businesses to grow, IGD is offering a small business rate for this event.

To qualify for a discounted rate you will need to be a small manufacturing business with a global turnover of less than £10 Million. Place your order above and email your annual global turnover to [email protected], or get in touch if you have any questions.

Cancellation Fees

Cancellations to be confirmed in writing

Over 30 days notice - Full refund
15 - 30 days notice - 50% refund
Less than 15 days notice - No refund/transfers

Please email [email protected]