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Strategic Account Management

ASLAN’s Strategic Account Management (SAM) program equips account managers with proven frameworks to map political structures, focus on winnable opportunities, lead executive discovery, and develop competitive win strategies.

This isn’t another playbook that collects dust. It’s about mastering practical skills that transform account managers into trusted partners who expand influence, grow account 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. But too often, account managers spend their days reacting to customer requests instead of proactively expanding their influence.

The hard truth? Competitors are actively targeting your key accounts while your team is busy putting out fires. And with an average of seven stakeholders involved in every buying decision, relying on a single relationship puts both revenue and relationships at serious risk.

The real opportunity isn’t just defending accounts; it’s strategically growing them. But that requires a new approach, built on proven frameworks.

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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:

Shallow Relationships

Relying on a single contact instead of mapping the political structure leaves revenue and influence at risk when that individual leaves.

Reactive Meetings

Without structured executive discovery, conversations stay tactical, focused on product issues and immediate requests instead of strategic priorities.

Missed Opportunities

Lacking a systematic way to assess account potential, managers overlook significant revenue hiding in plain sight.

 

Product-Centric Conversations

When dialogue stays at the product level, account managers struggle to position the full value of your solutions.

 

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, account managers 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 lectures. 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.

ASLAN

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 opportunities, account managers maximize productivity and focus on the activities that drive the greatest results.

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Increased Account Share

Account managers systematically uncover needs across the organization, extending their influence and capturing untapped revenue potential.

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Reduced Account Attrition

By building relationships with multiple stakeholders and consistently delivering value, account managers create resilient partnerships that competitors can’t easily disrupt.

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More Strategic Customer Conversations

Instead of limiting themselves to product-focused discussions, account managers lead executive discovery to position the full strategic value of your solutions.

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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Strategic Account Managers

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Senior Account Managers

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Solution Architects/Engineers

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

Identify the Political Structure

Pinpoint all the decision-makers (not just the obvious ones) and build strategies to expand access and credibility across the account.
02

Analyze Opportunities

Qualify and prioritize opportunities with a structured approach, so account managers focus time on deals with the highest potential impact.

03

Lead Executive Discovery

Lead strategic conversations with senior leaders that uncover priorities, challenges, and growth opportunities.

04

Develop Competitive Win Strategies

Build winning strategies that stand out from competitors and align with what matters most to each stakeholder.

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The Toolkit: Four Strategic Maps

Participants will master practical tools they can immediately apply, including the Account Blueprint, Opportunity Map, Relational Map, and Value Map.

Want the full curriculum?
Download the Strategic Account Management Program Guide.
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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?

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

We Customize Every Training for Your Particular Business.

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Prepare
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Ignite
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Transform
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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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