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In these current changeable and uncertain times, it’s more important than ever to ensure the agency is delivering the highest level of value, nurturing client relationships, increasing existing client retention and pro-actively seeking ways to add additional value.

Those in account management are often the ones charged with forecasting growth and so have the responsibility for approaching account development in a systematic way.

Who will benefit?

The programme is designed for anyone who has worked for 2+ years within a Client Services role and who is responsible for client development and retaining existing relationships.

This course will explain how to adopt the skills and behaviours for pro-active account development. The content is delivered via 2-hour training sessions on Zoom. There are three sessions over 3 days in one week.

What does the training include?


Create a client categorisation matrix, client relationship map and plan and set a 90-day growth goal
Learning outcome: To understand how to take a more strategic approach to client retention and growth.
Output: Client categorisation matrix, a client relationship map, plan and 90-day retention goal

Monday 14th February @ 11am (90 minutes):

How to raise your value and identify & propose new ideas confidently
Learning outcome: To understand the actions required to deliver the highest level of client value.
Exercise: Identify the most relevant ways to add the highest level of value to clients and grow accounts

Wednesday 16th February @ 11am (90 minutes):

How to create equal business stature, ask great questions and qualify account growth opportunities
Learning outcome: To be able to ask great questions and suggest ideas to clients without feeling salesy.
Exercise: Practice asking the right questions in the right way and suggesting ideas.

Friday 18th February @ 11am (90 minutes):

How to ask for referrals and create a client development plan
Learning outcome: To be able to seek referrals from clients naturally.
Exercise: Practice asking for referrals

Jenny Plant, Trainer & Coach

Jenny left Publicis LifeBrands, the UK arm of Publicis Healthcare Communications Group as General Manager in 2010 to start Account Management Skills, a training company dedicated to helping agencies strengthen and grow existing client relationships. Her Client Development for Agencies workshop has been running since 2016, promoted and endorsed by the Pharmaceutical Marketing Society and the IPM.


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£ 550.00 (£660.00 inc VAT)

Event details

Mon 14th February
11:00 am - 12:30 pm
Wed 16th February
11:00 am - 12:30 pm
Fri 18th February
11:00 am - 12:30 pm


  • Member £450
  • Non-member £550


Virtual event
United Kingdom


Alexandra Hankinson
01403 264898