Complete Account Manager

Master the skills that turn retailer relationships into long-term growth. 

Account managers face fast-moving retailers, sharp expectations and complex priorities. Great ideas and proposals can be overlooked if they aren’t backed by insight, influence and strategy. 

This course gives you the confidence and tools to manage customers strategically, influence effectively and deliver stronger commercial results. Through practical exercises, real-world scenarios and interactive discussions, you’ll learn how to turn insight into action, strengthen relationships and drive growth for both your business and your customers. 

Why it matters 

Without strong account management skills, you risk: 

• Misunderstanding how retailers operate, their priorities and financial drivers 

• Failing to translate brand or category knowledge into compelling proposals 

• Struggling to influence stakeholders and secure agreement for activities and plans 

• Missing opportunities to use the right marketing tools and commercial levers 

• Running unproductive meetings that don’t drive action 

This course equips you to build insight-led proposals, influence effectively and run account plans that deliver measurable commercial impact. 

Who should attend 

Commercial professionals who create and deliver proposals, recommendations or plans whether to retailers, internal stakeholders or cross-functional teams and want to improve clarity, impact and persuasiveness. 

Dates:

The Complete Account Manager course is available both virtually and in-person. 

• 28-30 April | 09:00-16:30 | In person 

• 30 June-2 July and 14-16 July | 09:30-12:30 | Virtual 

• 8-10 September and 22-24 September | 09:30-12:30 | Virtual 

• 1-3 December and 8-10 December | 09:30-12:30 | Virtual 

In-person intakes are delivered over three full days at our IGD offices, near Watford, Hertfordshire. 

Virtual intakes are delivered online, over six three-hour sessions. 

What you’ll explore 

Across three intensive full-day sessions, you’ll explore how to manage accounts strategically, influence stakeholders and turn insight into action. You’ll learn how retailers operate, how to create “triple win” proposals and how to plan, run and follow up on meetings that deliver results. 

What you’ll be able to do after this course:

• Apply core principles of selling, influencing and negotiation to real customer situations 

• Understand retailer strategies, processes and financials to shape stronger proposals 

• Track and interpret commercial and financial metrics to inform account decisions 

• Use the “triple win” approach to create value for shopper, retailer and supplier 

• Strengthen customer relationships through better insight capture, communication and collaboration 

• Select and deploy the right marketing tools to drive short- and long-term sales 

• Build robust, balanced account plans and monitor performance with a scorecard approach 

• Plan and run productive customer meetings that drive agreement and partnership 

• Recognise and adopt behaviours of high-performing account managers in your own role 

How you’ll learn 

Through practical exercises, scenario-based role plays, real-world examples and interactive discussion, you’ll build confidence and competence, leaving ready to apply account management principles immediately in your role.

Dates:

The Complete Account Manager course is available both virtually and in-person. 

• 28-30 April | 09:00-16:30 | In person 

• 30 June-2 July and 14-16 July | 09:30-12:30 | Virtual 

• 8-10 September and 22-24 September | 09:30-12:30 | Virtual 

• 1-3 December and 8-10 December | 09:30-12:30 | Virtual 

In-person intakes are delivered over three full days at our IGD offices, near Watford, Hertfordshire. 

Virtual intakes are delivered online, over six three-hour sessions. 

Tickets 

	Virtual intakes	In person intakes
Member	£999	£1,499
Non-member	£1,200	£1,799

Small business rate: 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 (or transferred to virtual ticket) 
Fewer than 15 days’ notice - No refund/transfers 

Please email [email protected]