SALES TRAINING
Account Executive and Account Manager Training
Most account executives know how to sell. The gap is consistency. Deals stall, proposals go in too early, clients go quiet. We fix the specific behaviours that are costing your team deals.
OVERVIEW
Built for Account Executives and Account Managers
Experienced AEs often develop blind spots: comfortable habits that worked early on but now quietly cost them deals. Proposals submitted before the problem is fully understood. Objections handled the same way they were two years ago.
This programme targets the precise gaps costing AEs and AMs opportunities right now.
Who Is This For?
Account Executives
Winning some deals but not converting consistently.
→ Discovery depth
→ Deal control
→ Closing confidence
→ Pipeline discipline
Account Managers
Sitting on accounts that could be larger but not having the proactive conversations.
→ Account growth skills
→ Value-led conversations
→ Relationship depth
→ Upsell confidence
Experienced AEs and Senior Sellers
Experienced sellers who have developed habits that are quietly costing them deals and need to sharpen their approach.
→ Breaking bad habits
→ Sharpening instincts
→ Consistent behaviours
→ Trusted advisor shift
PROGRAMME CURRICULUM
What the Account Executive Training Covers
Five modules covering the complete AE sales cycle, from consultative discovery through to negotiation, closing and account development.
Consultative Discovery: Uncovering Real Buying Motivation
Most deals are lost in the discovery phase, not the close. This module builds the questioning skills that uncover real buying motivation, not just surface-level needs.
WHAT WE COVER
- SPIN and consultative questioning techniques for complex sales
- How to uncover the real problem behind the stated requirement
- Listening skills: what top AEs hear that average AEs miss
- Mapping stakeholder motivations across a buying group
- Discovery call structure from opening to close
WHAT YOU ACHIEVE
- AEs run deeper discovery conversations that uncover genuine buying motivation
- Proposals are built around real needs rather than assumptions
- AEs can map the full buying group and understand each stakeholder position
Deal Control: Progressing Opportunities Without Losing Momentum
Deals stall when AEs lose control of the buying process. This module builds the skills to maintain deal momentum and prevent the ghost after a strong meeting.
WHAT WE COVER
- How to run an effective product demonstration that accelerates rather than delays the sale
- Preventing the post-meeting ghost: follow-up that keeps deals alive
- Identifying deal risk early and addressing it before it becomes fatal
- How to re-engage stalled opportunities without looking desperate
- Pipeline hygiene: knowing when to advance, hold or disqualify
WHAT YOU ACHIEVE
- AEs maintain deal momentum and reduce the number of opportunities that go dark
- Win rates on qualified pipeline improve
- Pipeline accuracy increases as AEs disqualify bad-fit deals earlier
Objection Handling and Late-Stage Sales Resistance
Objections at the proposal and negotiation stage are different from early-stage resistance. This module builds the skills to handle late-stage objections without caving on price.
WHAT WE COVER
- The most common late-stage objections and how to handle each one
- How to respond to "we need to think about it" and "we found a cheaper option"
- Reframing value when price is the stated objection
- Handling objections from multiple stakeholders simultaneously
- When to push back and when to let the buyer lead
WHAT YOU ACHIEVE
- AEs handle late-stage objections with confidence rather than discounting reflexively
- Close rates on proposals improve
- AEs protect margin while keeping the relationship intact
Negotiation Skills and Commercial Confidence in B2B Sales
Negotiation happens in every complex sale. This module builds the commercial confidence to negotiate without flinching and protect deal value under pressure.
WHAT WE COVER
- Negotiation principles and frameworks for B2B sales environments
- How to present pricing and solutions with confidence
- Trading concessions: how to give ground without giving away margin
- Anchoring, bracketing and other negotiation techniques
- How to handle procurement-led negotiations
WHAT YOU ACHIEVE
- AEs enter negotiations with a clear strategy rather than reacting in the moment
- Average deal values increase as AEs stop discounting unnecessarily
- AEs protect margin in procurement-led deals
Account Development and Trusted Advisor Positioning
Growing existing accounts is often more valuable than winning new ones. This module builds the skills to deepen client relationships and identify expansion opportunities.
WHAT WE COVER
- How to transition from reactive account management to proactive account development
- Identifying and accessing new stakeholders within existing accounts
- Conducting quarterly business reviews that uncover expansion opportunities
- How to position yourself as a trusted advisor rather than a supplier
- Account planning: building a growth strategy for key accounts
WHAT YOU ACHIEVE
- AEs grow existing accounts through proactive conversations rather than waiting to be asked
- Expansion revenue from existing clients increases
- AEs are seen as strategic partners rather than vendors by key accounts
THE APPROACH
How It Works: The 4D Model
—— STEP 01
Discover
We look at your team's real pipeline before designing anything: where deals stall, what objections keep coming up, and what separates your best performers from the rest.
—— STEP 02
Design
Sessions are built around your actual buyers, your deal cycles and the objections your team faces most often. Everything is specific to your market, not generic content.
—— STEP 03
Deliver
Teams bring real deals into the room and work through them together. Live objection and negotiation practice until the responses feel natural and hold up under real pressure.
—— STEP 04
Develop
Optional follow-up coaching after delivery: call reviews, deal reviews and one-to-one feedback to keep standards rising long after the training room is gone.
WHAT YOU’LL GET
What Your AEs and AMs Will Walk Away With
Every programme is tailored to your team, your buyers and your deal cycles.
26%
of buyers say sellers are skilled at leading a thorough discovery conversation
Source: RAIN Group, 2024
67%
of lost deals trace back to unaddressed objections that were never properly handled in the sales process
Source: SalesHive, 2024
49%
higher win rates for teams with a structured sales enablement programme in place
Source: G2, 2025
COMMON QUESTIONS
Frequently Asked Questions
How is this different from generic sales training?
We do not deliver off-the-shelf programmes. Every session is built around your specific buyers, your deal cycles and the real objections your team faces. We spend time in discovery before designing anything.
Can you work with experienced salespeople who have been selling for years?
That is where we do some of our best work. Experienced salespeople often have strong instincts but have picked up habits costing them deals. We challenge those habits in a way that does not feel like being told what to do.
How long does the programme run?
Typically a two-day intensive or a series of half-day workshops over 4 to 6 weeks. For account management teams we often recommend the phased approach.
Do you cover account growth as well as new business?
Yes. Many AMs are sitting on accounts that could be significantly larger but are not having the proactive conversations to grow them. We build account development skills into the programme where that is a priority.
What sectors do you specialise in?
Financial services, media, recruitment, and professional services. We also work in tech, healthcare, and property. We always adapt the language, scenarios and objections to your sector.
WHAT CLIENTS SAY
Testimonials
Suk brings an incredible amount of energy and clarity to everything he teaches. His understanding of communication and soft skills is deep, but what really stands out is how practical and memorable his approach is. He helps you understand your personality, play to your strengths, and work on your weaknesses in a way that actually sticks. Even months after the sessions, I still catch myself using things he taught us. A big reason I’m able to communicate clearly and confidently today, whether with clients or in everyday life is because of Suk and his training.
Chriswin Saji
Growth & Performance Marketing, Pixis
Suk has a talent for coaching. I was fortunate to attend Suk's Foundation Selling workshop as a graduate at the beginning of my career in sales. He not only demonstrated a plethora of knowledge, but made that knowledge accessible and compelling for a range of different abilities and experience. His delivery is unfailingly engaging, injecting his personal experiences, passion, and wit to create a unique and enjoyable experience for delegates. Suk is able to provide effective, memorable and adaptable solutions that consider the contemporary context of sales and business. Leading with sincerity, creativity and empathy, he clearly cares for the success of those who are looking to launch or advance their career in sales. Suk excels in making others excel and I cannot recommend him enough, he is an exceptionally gifted coach.
Rosie Patten
Client Experience Manager, Beauhurst
I have had the pleasure of working with Suk for the past year and can say that the training he delivers has been refreshing to say the least. Suk’s professional, yet personal, approach helps you not only relate to the content being delivered, but also visualise how you can apply his teachings in real world scenarios. Suk goes over and above to provide continuous feedback on what you’ve implemented, and how you could tweak things, in an effort to help you develop and grow. I’d recommend Suk to anyone who’s looking for a trainer/coach to help validate what they’re currently doing and/or learn new approaches.
Jack Byrne
Strategic Account Director, London Markets
Want Your AEs Closing More Consistently?
Tell us where your team is losing deals and we will design a programme around fixing exactly that.