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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 and increasing existing client retention.
This takes a pro-active approach from the Account Management team who are the ambassadors for the agency and the ones managing the relationships on a day to day basis.
We are delighted to offer this virtual training programme through ZOOM, delivered in 3 convenient 2-hour modules over one week.

Who will benefit?

The programme is designed for client-facing staff managing the day to day interactions with clients and responsible for account retention. It’s suitable for anyone in an account management role who is looking to move to the next level. It’s particularly beneficial for those who haven’t received much, if any, sales training and who are looking to adopt a non-salesy, authentic way to open up discussions with clients about adding more value and have a pro-active approach to account growth. It’s different because participants set an individual 90-day account retention goal and create an action plan using the most relevant approach for their own clients. 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 relationship map and plan and set a 90-day retention goal
Learning outcome: To understand how to take a more strategic approach to client retention.
Output: Client relationship map, plan and 90-day retention goal

Monday 19th October @ 12:30 pm (2 hours):

Understand client value & client retention examples
Learning outcome: To understand why client retention is important, the four levels of client value and examples of client retention and growth actions.
Exercise: Share the biggest challenge, identify current and desired value levels for clients

Wednesday 21st October @ 12:30 pm (2 hours):

Take a pro-active approach to client retention
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 23rd October 12:30 pm (2 hours):

Create a client retention action plan
Learning outcome: To be able to create a client retention plan
Exercise: Create a client retention action plan.


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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Event details

Mon 19th October
12:30 pm - 2:30 pm
Wed 21st October
12:30 pm - 2:30 pm
Fri 23rd October
12:30 pm - 2:30 pm


  • Member £400
  • Non member £500


Virtual event
United Kingdom


Helen Eade