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Strategic Account Management

ASLAN’s Strategic Account Management program equips your team with a systematic approach to analyze, access, understand, and influence key accounts. 

This isn't about creating another complex strategic playbook that sits on the shelf. It's about mastering practical frameworks that turn your account managers into trusted advisors who consistently grow wallet share and protect your most valuable customer relationships.

Farming Takes More Strategy Than Hunting

Account management isn't just about maintaining relationships. It’s about strategically growing them. Yet most account managers spend their days reacting to customer requests rather than proactively expanding their footprint.

The hard truth? Your competitors are actively targeting your key accounts while your team is busy putting out fires. And with an average of 7 people involved in each buying decision, relying on a single relationship puts your revenue at serious risk.

The real opportunity isn't just defending these accounts. It’s strategically growing them. But that requires a completely different approach than what most account managers have been taught.

7
On average 7 people are involved in the decision making process
6x
It's 6x less costly to retain a customer than acquire a new one
67%
Of revenue is at risk when account managers rely on a single relationship

Your account managers are playing it safe, leaving money on the table.

Even experienced teams struggle to strategically manage and grow key accounts. These are the patterns we see again and again:

Relationships remain shallow

Most account managers rely on a single strong relationship rather than mapping the entire organization. When that contact leaves, your account is suddenly at risk.

Customer meetings lack strategic focus

Instead of leading conversations that uncover broader needs, account managers get trapped in reactive mode, discussing product issues and immediate requests.

Growth opportunities go unidentified

Without a systematic approach to assess the total account potential, account managers miss significant revenue opportunities right in front of them.

Cross-selling initiatives fall flat

When product-focused conversations replace strategic discussions, account managers struggle to position the full value of your solution portfolio.

Other-Centered® Foundation

Every framework, tool, and strategy is built on the idea that our role as account managers is ultimately to serve the customer. With that mindset, sellers are more motivated to grow their accounts and customers are more receptive to investing in the total solution.

Simplified Framework

Instead of overwhelming your team with theory, we focus on four practical maps that account managers can immediately apply: Account Blueprint, Opportunity Map, Relational Map, and Value Map.

Customized for Your Business

This isn't generic training. We use your actual accounts and opportunities in our workshops, ensuring immediate relevance and application to your specific business challenges.

Low Content – High Application

We don't waste time on lecture. The program is built around hands-on tools and exercises that account managers can apply immediately to generate real results.

What Makes Strategic Account Management Different?

Change is hard, especially when your account managers are comfortable with the status quo. Most account management programs overwhelm reps with complex frameworks that never get implemented. Our approach is different.

SAM

Other-Centered® Foundation
Simplified Framework
Customized for Your Business
Low Content – High Application

The Impact of Our Strategic Account Management Program

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Higher ROI on Time Invested

By strategically prioritizing accounts and activities, account managers focus their time on the highest-impact opportunities, dramatically increasing their productivity and results.

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Increased Account Share

Account managers learn to systematically uncover and address customer needs across the entire organization, expanding your footprint and growing wallet share.

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Reduced Account Attrition

By building relationships with multiple stakeholders and consistently delivering value, account managers create stronger, more resilient customer relationships that competitors can't easily disrupt.

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More Strategic Customer Conversations

When product-focused conversations replace strategic discussions, account managers struggle to position the full value of your solution portfolio.

What Kinds of Account Managers Need This Training?

ASLAN provides Strategic Account Management training for: 

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Key Account Managers

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Account Managers

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Customer Success Managers

What will participants learn in strategic
account management training?

This two-day workshop equips your account managers with a systematic approach to analyze, access, understand, and influence key accounts.

01

Analyze

Strategically analyze territory, account potential, opportunities, and time investment to ensure account managers focus on the right accounts and opportunities.
02

Access

Elevate credibility and navigate access to targeted strategic accounts and decision-makers by mapping relationships and developing sponsorship strategies.

03

Understand

Gain critical organizational and strategic decision-maker insight required to change beliefs through effective discovery and situational assessment.

04

Influence

Effectively create and position recommendations that influence organizational change using proven frameworks that connect solutions to strategic priorities.

05

Account Blueprint

Develop an account playbook that ensures all steps are defined, resources are allocated, progress is measured, and a realistic strategy is in place to hit KPIs.

Want the full curriculum?
Download a complete guide to the Strategic Account Management curriculum.
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Flexible Delivery Options:

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Onsite

Classroom delivery is immersive by design. It's not about lectures. It’s about doing. Account managers learn through real-world account planning exercises, relationship mapping activities, and hands-on application to their actual accounts.

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Virtual

Working with a remote team? Our virtual training delivers the same impact as the classroom: live, interactive, and led by an ASLAN instructor. Whether your account managers are across town or across the globe, they'll get hands-on learning that sticks.

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Train the Trainer

Already have internal resources in place? We've got you covered. Our content can be packaged for your team, and with our three-cycle certification process, your trainers will be equipped to coach, lead, and drive lasting change from the inside out.

Client Spotlight:
Putting Strategic Account Management to Work

"We implemented the Strategic Account Management program with our entire account team, and the results exceeded our expectations. Within six months, we've seen a 27% increase in account growth and a 35% improvement in our ability to navigate accounts and connect with executive-level decision-makers. More importantly, our customers consistently tell us that our account managers are delivering more strategic value than ever before."

VP of Customer Success

Enterprise Technology Firm

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Sales Excellence Redefined

Our methodology goes beyond traditional sales tactics by equipping account managers with the frameworks to build meaningful connections with customers and address their strategic challenges. This customer-first mindset consistently drives measurable results. It's this commitment to transforming how sales teams operate that has earned ASLAN recognition from Selling Power Magazine as one of their Top Sales Training Companies.

See how our approach can transform your team

Strategic Account Management FAQ

What is strategic account management?

How does the Strategic Account Management program develop account management skills?

How can strategic account management improve our business outcomes?

How does strategic account management differ from traditional account management?

How does the Strategic Account Management program support long-term adoption?

Can strategic account management skills be measured?

Can the Strategic Account Management program be customized for different industries or customer types?

How long does it take to see results after implementing modern prospecting skills?

Have more questions or want to see if Strategic Account Management is right for your team?

We Customize Every Training for Your Particular Business.

1
Prepare
2
Ignite
3
Transform
1Prepare

ASSESS | ALIGN | CUSTOMIZE

Your organization is unique. Your people are unique. You need a rep and leadership development plan that is built specifically for you. Pre-work will be assigned so that all leaders and reps come prepared to learn, having established baseline knowledge of our process, approach, terms, and more.

Time

30-60+ days, with pre-work provided to enhance workshop efficiency

  • In this part of the ASLAN process, we assess your organization’s current competencies and evaluate the desire for change.
  • After the assessment, we will customize the program to each unique role in your company.
  • Finally, we make it a high priority to ensure alignment with senior leadership and build a sustainment plan.

Take the First Step Toward Account Growth

Transform your account managers into strategic partners, protect your most valuable customer relationships, and accelerate growth with the Strategic Account Management program: your complete solution for maximizing the value of your key accounts.

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