Date(s)
May 27 – July 22, 2026 
Date(s)- Sessions run 10:00 am-1:00 pm CST
- Live-virtual sessions run on The Summit Group’s Zoom platform
Fees
FeesCorporate Member $3,185
Individual Member $3,385
Non-Member $3,785
Acknowledgement:
Acknowledgement:Digital Badge Certificate of Program Completion
Presented by:
Account management skills for sales: How to create growth and retain your most important customers
A SAMA PARTNERSHIP
SAMA welcomes you to “Account management skills for sales: How to create growth and retain your most important customers,” a fully virtual, blended training program that equips the new-to-role account manager and/or sales professional to:
- Elevate engagement and grow business with important customers
- Apply best-in-class, pragmatic account management processes, principles and tools.
Build front-line salespeople’s skillset and mindset to effectively engage large and/or important accounts with behaviors that have been proven to drive growth. Begin shifting mindsets from “product-based” to “customer-centric” while positioning your firm as a true value-add solution supplier and stop customers from seeing you as “just another vendor.”
Session 1: Wednesday, May 27
Session 2: Wednesday, June 10
Session 3: Wednesday, June 24
Session 4: Wednesday, July 8
Session 5: Wednesday, July 22
Account Managers, Regional/Territorial Account Managers, Sales Professionals, Cross-functional strategic account team support members
Foundational
MODULE OVERVIEW
Sets participants up to get the most out of their learning journey.
Establishes why account-based selling is a powerful, sustainable strategy to accelerate growth. Introduces the mindset and skills for success. Explores what the best do differently and proposes SAMA’s account management operating system to elevate relevance, increase customer value, and grow faster.
Deeply understanding the customer’s business priorities, strategies, & value drivers is the foundation for account management excellence.
Develops the skills to apply these principles and tools to create pragmatic, actionable account plans that focus on top opportunities for value creation and profitable account growth.
Effectively engaging key stakeholders who make and influence buying decisions is essential to account-based selling.
By analyzing how customers buy and make decisions participants learn how to navigate the account eco-system, establish relevance, listen louder, and plan for and execute great customer meetings – thereby growing mindshare that will pull wallet-share.
Aligning on what matters: Identifying the business fit between needs and capabilities is at the heart of account management.
Participants learn how to prioritize opportunities, create relevant value-based solutions, craft differentiating value propositions and then articulate business value stories that position the customer at the center, disrupts status quo, and mobilize action.
Develop strategies and tactics to negotiate agreement and drive agile execution.
Practice applying tools to implement business reviews and identify next steps to deepen relationships and expand value – elevating competitive immunity and creating growth. Success is about achieving mutual goals by sustaining change that ensures realization of desired outcomes and business impact.
1
Account Management Intro: What the Best Do Differently
Week 1 / Session 1
3 hours
Account Management Kickoff & Introduction
Why Account Management Matters
What Customers Want
Why Customers Buy
Buyers Buy Change
What the Best Account Managers Do Differently
Account Selling Mindset: Value Creation Thought Framework™
Account Management Operating System Overview
Shared Experience: Account Management – What the Best Do Differently
2
Deepen Customer Understanding & Insights
Week 2 / Session 2
3 hours
AI Based Customer Discovery
Customer Compass™
Third Box Thinking™
Careabouts™
Shared Experience: Deepening Account Insights
3
Elevate & Expand Relationships
Week 3 / Session 3
3 hours
How Customers Buy
Buying Cycle
Levels of Engagement & Relationship Scan
Developing Engagement Strategies & Tactics
Customer Engagement Tools: The Relevance Statement
Account Engagement Tools:
Powerful Questions
Account Engagement Tools: Meeting Plan
Shared Experience: Elevating Account Engagement
4
Align, Create, Quantify& Communicate Value
Week 4 / Session 4
3 hours
Aligning on Good Business: Prioritizing Opportunities
Competitive Analysis: SWOT2
Value-Enabled Solution Development
Engaging & Aligning Internal Resources
Developing Your Differentiating Value Proposition
Communicating Value
Shared Experience: Communicating Business Value
5
Negotiate Agreement, Execute & Expand Value
Week 5 / Session 5
3 hours
Managing Objections Gaining Buy-in & Commitment
Value Exchange: Negotiating Agreement
Action Grid: Expanding Account Impact
Final Project Submission
Critical Skills for Strategic Sales Pricing
-
Corporate Member = $3,185
-
Individual Member = $3,385
-
Non-Member = $3,785
The Summit Group is a global sales performance improvement company. We build salespeople into authentic business professionals. Since 1993, we’ve helped international clients optimize their sales performance through consultancy and customized training solutions.
The Summit Group has accelerated leading companies’ distinguishing go-to-market execution in more than sixty countries. We train sales organizations how to effectively develop unique business value for their customers, resulting in immediate revenue growth, increased customer loyalty and elevated consultative relationships.
Our unique, pragmatic approach ensures distinction and differentiation through the delivery of business simulation skill-based training. We focus on consultative-based relationships, uncovering and developing customer needs and requirements, and building value-based solutions that leverage the organization’s value capabilities and directly align with customer needs.