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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.

Account directors 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 Account Directors who may manage a team and are responsible for client development and retaining existing relationships.

The course will show how teams can implement 90-day account retention goals and develop action plans using the most relevant approach for each client. The content is delivered via 2-hour training sessions on Zoom. There are three sessions over 3 days (concurrent days). Each session is recorded.

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 26th October @ 12:30 pm (2 hours):

How to add the highest level of client value
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 28th October @ 12:30 pm (2 hours):

How to ask great questions & pre-sell ideas
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 30th October @ 12:30 pm (2 hours):

How to ask for referrals and create a client growth action plan
Learning outcome: To be able to seek referrals from clients naturally.
Exercise: Create a client growth action plan using the concepts learned.


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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Non member
£ 500.00 (£600.00 inc VAT)

Event details

Mon 26th October
12:30 pm - 2:30 pm
Wed 28th October
12:30 pm - 2:30 pm
Fri 30th October
12:30 pm - 2:30 pm


  • Member £400
  • Non Members £500


Virtual event
United Kingdom


Helen Eade