The moments that shape a strategic account are often the ones no one planned for — a hard piece of feedback, a renewal at risk, a troubled implementation, or a customer challenge that catches you off guard. In those moments, your brain wants to react fast. Great SAMs know how to slow that reaction just enough to respond strategically.

In this highly interactive session, participants will learn and practice a simple brain-based tool — STOP, SPOT, SHIFT — to manage their own response, understand what might be happening beneath the customer’s words, and choose language that creates clarity, protects value, and moves the relationship forward through change.