Successful Account Management (in-person)
Successful Account Management

17-18 April 2024

9:00-16:45 BST | In-person

16-17-18 January 2024

9:45-11:45 GMT | Virtual

9-10-11 July 2024

9:45-11:45 GMT | Virtual

5-6-7 November 2024

13:45-15:45 GMT | Virtual

Workshop overview

Through IGD’s Successful Account Management 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.

Two days of in-person training at the IGD office allows you more time to practice applying the principles of account management, working in groups with peers from other businesses, to develop deeper knowledge and skills.

The two days culminates in a team role play, where you will get to apply the learnings and tools from the two days through conducting a live customer meeting.

Learning outcomes

Gain clarity of the buyer’s role and how to engage them successfully.

Acquire tools to help be the best account manager you can be.

Learn how to build compelling proposals.

Feel confident planning for and running successful customer meetings.

Who is it for?

A key step in the learning journey for those starting out on their account management career or those in commercial roles looking to widen their skills in working with accounts.

This workshop is just the beginning of your learning journey and can be used in conjunction with the following workshops and courses to support your first year in account management:


IGD, Grange Lane, Letchmore Heath, Watford, Hertfordshire WD25 8GD, UK


This workshop will be delivered across two days:

Day 1

Account management model

Understand the role and responsibilities of the buyer and how they measure success.

Know their expectations of supplier and what that means for your role.

Discover what you need to know about your customer, and how to alter your performance and proposals accordingly.

You’ll be Introduced to the IGD account management model and the importance of each part to deliver success.

Learn the four key traits of successful account management and how to use them successfully.

Understand the important steps in building collaborative plans to deliver your KPIs and business strategy.

Day 2

Successful engagement

How to plan for your customer meetings, to ensure they deliver your objective.

What it requires to deliver a positive engagement, and what not to do.

Discover what it requires to deliver a positive engagement, and what not to do.

You’ll be introduce the IGD model of effective proposal delivery, and how to plan each step to be successful.

Practice the tools and techniques in a short group role play

Meet the trainer

Adam Jones, Commercial Solutions Manager

Adam works in the Commercial and Category Solutions team at IGD to deliver customised projects that accelerate business growth across commercial capability and category development. Prior to IGD, Adam spent the past ten years at Nestle across a variety of category, insight, and business manager roles, most recently leading the Sainsbury’s account for the Nestle Food and Dairy business.

Adam Jones, Commercial Solutions Manager, IGD
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

Book your in-person place today!