Strategic Account Management and Sales Planning Course
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Start anytime
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Study anywhere
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Learn practical skills
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Be job ready
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US$45 for HSMAI Members
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US$55 for non-members
Course Overview
Focus your sales effort on the accounts and opportunities that offer the greatest commercial value.
Hotel salespeople often manage many accounts, prospects and opportunities at the same time. Without clear priorities, it is easy to stay extremely busy without directing enough attention towards the business that will make the greatest difference.
This course provides a structured, practical approach to managing your account portfolio and sales pipeline. You will learn how to assess the current value and future potential of an account, decide where to invest your time and identify when an account should be protected, developed, nurtured or deprioritised.
You will also explore how to estimate share of wallet, uncover opportunities within existing accounts and create strategic account plans that turn customer knowledge into focused sales action. By the end of the course, you will have a clearer plan for retaining valuable customers, growing existing business and acquiring the right new accounts for your hotel.
Learning Objectives
By completing this course, you will be able to:
- Balance your sales activity across retaining existing business, developing current accounts and acquiring new customers.
- Assess accounts using their current commercial value, future potential and strategic fit with your hotel.
- Use an Account Value Matrix to prioritise accounts and avoid spending too much time on low-value or unproductive activity.
- Maintain a clear and accurate sales pipeline and identify the next action required to move each opportunity forward.
- Estimate an account’s share of wallet and identify opportunities to capture more relevant and profitable business.
- Create a strategic account plan with clear objectives, priorities, actions and measures of success.
- Identify important customer contacts, decision-makers, relationship gaps, competitor threats and retention risks.
- Conduct effective account reviews and adjust your strategy when customer needs, production or market conditions change.
- Translate your account priorities into a focused 90-day sales action plan aligned with your hotel’s commercial goals.
Availble 15th August 2026
(HSMAI MEMBER – US$45) | (NON-HSMAI MEMBER – US$55)
Course Modules
- From Account Management to Strategic Account Management
- Assessing Account Value and Potential
- Growing Customer Value & Share of Wallet
- Creating a Strategic Account Plan
- Account Reviews, Retention & Your 90-Dat Sales Plan
Course Outcome
By completing this course, you will be able to:
- Balance your sales activity across retaining existing business, developing current accounts and acquiring new customers.
- Assess accounts using their current commercial value, future potential and strategic fit with your hotel.
- Use an Account Value Matrix to prioritise accounts and avoid spending too much time on low-value or unproductive activity.
- Maintain a clear and accurate sales pipeline and identify the next action required to move each opportunity forward.
- Estimate an account’s share of wallet and identify opportunities to capture more relevant and profitable business.
- Create a strategic account plan with clear objectives, priorities, actions and measures of success.
- Identify important customer contacts, decision-makers, relationship gaps, competitor threats and retention risks.
- Conduct effective account reviews and adjust your strategy when customer needs, production or market conditions change.
- Translate your account priorities into a focused 90-day sales action plan aligned with your hotel’s commercial goals.
This Course is for You If:
This course is designed for hotel sales professionals who manage existing customer accounts and want to make better decisions about where to focus their time.
It is particularly relevant for Sales Managers, Business Development Managers, Key Account Managers, Directors of Sales and sales coordinators who are moving into account-management responsibilities.
The course will also benefit Revenue, Events and commercial team members who work with important corporate, group or agency accounts and want a clearer view of account value, retention risk and growth potential.
It is suitable for learners who need practical tools to prioritise accounts, identify realistic opportunities, strengthen customer relationships and create focused account plans—not simply increase sales activity.
The course is entirely online and self-paced, with quizzes to check your knowledge throughout.
