Communication Training for Agency Account Managers
Build relationships with your clients, and get work done.
In-person communication training in Brisbane, Sydney, Melbourne and beyond.
Account management is a tough gig. You need to keep a lot of people happy, all of the time, if you want to keep your clients for the long-term, and attract new ones.
One of the biggest barriers to building great relationships with your clients? Communication. That’s what this workshop aims to fix.
At the end of this workshop, your team will:
understand different communication preferences, and how to tailor their approach to meet the needs of their clients
have tools and frameworks to help mitigate issues, and tackle them when they do happen
have more confidence to engage with their clients more effectively.
What to expect from your Communication Training for Account Managers workshop:
Understand how your clients’ context could be shaping how they deliver and receive communication
Learn about different communication personality styles, and what that means for how you work with your clients, and each other
Get tips and tools for how to mitigate issues before they happen, like asking the right questions from the start
Learn how to tackle challenging conversations, like mis-alignment of goals or poor feedback.
Who should attend
This workshop is for people who…
are new to account management and want to set themselves up for success from the start
have worked in account management for a while but can see room for improvement
are experiencing lots of challenges with different clients, and need help to overcome the issues.
How the course is run
To get the most out of your training, this workshop is best facilitated in person, over 4 hours.
Course Outline
Module 1: Understanding your audience
How our brains work, and the impact of the modern-day work environment on our communication - both giving and receiving
Communication Personality Type - undertand people’s different communication preferences, and what that means for how you approach your communication with your clients, and each other.
Understand how people respond to change, whether it’s a new account manager, a change in strategy, or anything in between, and what it means for your communciation.
Module 2: Building your rhythms
Creating a communication rhythm that meets the needs of your clients, but it also feasible for you to maintain
Taking a great brief - the questions to ask to make sure you get the most out of that initial briefing session, to start the relationship on a high note
Reporting for your clients - understanding what’s most useful, and how to present it effectively to demonstrate your value.
Module 3: Challenging conversations
Understanding the different types of conversations you may have with your clients: lack of understanding of objectives, receiving or delivering negative feedback, and issues management
Using tools and models to understand different motivators for different people, how people typically respond to feedback, and what can influence people.
Techniques for preparing for, delivering, and following-up challenging conversations.
Module 4: Practice time!
Using a hypothetical scenario or a real-life case study, participants will have time to put the learning into practice.
What you’ll get as part of this training
Each participant will receive printed tools during the training to help make the learning stick
Your team will receive a copy of the slides presented
If required, we can supply a Certificate of Completion for each team member
Your questions answered
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Your workshop includes:
Pre- and post-workshop meetings to ensure we deliver what you need for your team
A pre-workshop survey with your team to understand where we can make the most impact
A copy of the slides and materials presented
Printed collateral on the day to help guide the learning
Facilitation on-site by a master facilitator
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A four-hour, on-site workshop, including all pre- and post-workshop meetings, design, and printing, is $6,000 AUD + GST, for up to 15 people.
To secure your spot, we require a 30% deposit when you book. The remainder of the cost will be billed after the workshop is completed.
Any accommodation and travel-related costs will be added to your final invoice.
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We understand that unexpected things happen sometimes. We require 48 hours notice to reschedule. You must reschedule your workshop within the next three months.
If you need to cancel your workshop, you will need to do so at least two weeks’ prior to your booking. If not, you will forfeit your 30% deposit.
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For most teams, you will need to book a room of your choice at your premises.
If you want to go off-site for your workshop, please let us know and we can look at different options.
About your facilitator
Mel Loy SCMP
Founder and Director, Cuttlefish; IABC Asia-Pacific Region Board Member; IABC Asia Pacific Academy Partner
Mel Loy is a self-confessed serial ideator, obsessed with how humans behave and what that means for effective communication. After studying journalism she discovered a love not for reporting but for the power of communication — and went on to spend more than 20 years in increasingly senior corporate communication roles across emergency services, construction and mining, early learning, retail and more.
In late 2020, after leading her team through the COVID-19 pandemic, Mel started her own agency. Today her small-but-mighty team at Cuttlefish provides consulting and training to clients across Australia and overseas, specialising in internal, change, crisis and strategic communication.
Mel is the author of two books — Change Isn't Hard and Less Chatter, More Matter — and host of the Less Chatter, More Matter podcast. An international award winner for her training programs and strategies, a sought-after facilitator and keynote speaker, and a certified Strategic Communication Management Professional (SCMP), and a volunteer Board member for IABC Asia-Pacific. When she’s not obsessing over words and human behaviour, Mel is teaching group fitness classes and yoga at her local gym.