Let me ask you something. When was the last time you sat through a one or two day training course and remembered everything two, three weeks later? And I mean really remembered it. Not the great hotel or the rubbish hotel, not those awful awkward icebreakers, but the actual content. 

You know, that part that was supposed to fundamentally change how you sell and perform your job. If you're being honest with yourself, probably not much. But here's the thing, it's not your fault. 

That's a training problem, not a you problem. So today, I want to tell you exactly what the Total Account Management Academy is and how this programme works and what it's going to do for your commercial career. So why did we choose to go for 46 videos and just not a one day course somewhere? Well, we made a decision. 

We made a very clear decision when building this academy. No, one, two, three, four day training courses. Not at all. 

Now, this is not because classroom training has no value at all. It can be really valuable. But here's what typically happens. 

You travel, plane train, awesome bill, whatever. You check in for the meeting. You sit in a room for eight hours. 

You have dinner. You have a drink or two or three or five. Then you sit through another eight hours. 

And then you drive home a couple of days later, exhausted. And then Monday morning, back in the office, inbox, phone calls, deadlines, and that trading starts to fade away. And that's why it's called the forgetting curve.

And it's brutal. So instead, we built 46 really focused high impact video modules. And each one, quite sure, between three and five minutes long and they're designed to be watched, paused, replayed whenever you want and applied. 

You can listen to one of your commutes. You can be in a hotel room. You can be quickly your desk before by a meeting as a recap.

Doesn't matter. Whenever it works for you. So the total programme run time in terms of the amount of videos is actually just under three hours. 

Now that is equivalent to one day training course. Except you never leave your desk. Your team never loses you for one, two days. 

And the learning sticks because you apply it immediately to real accounts. And everything's programme is CPD accredited. So every single module you complete, well, that counts. 

That counts towards your professional development record. So who's this programme for? Well, this programme was built very specifically for supplier or supply side commercial professionals working in the UK food and grocery industry. So if you sell into any either of the major retailers, that can be Tesco, Sainsbury's, Asda, Morrison's, Alde, Little, Waiteroles, the co-op, then this course is for you. 

If you sell into food service, breaks, invest, anybody or into convenience or into wholesale, this is for you. And if you're a graduate or you're just starting your commercial career, this is for you. If you're a seasoned account manager who just wants to take your game to the next level, well, then yeah, this can also be for you. 

Every single example in this programme is drawn from the real world, the reality of UK grocery selling. The buyers, the pressures, the range reviews, the joint business plans, the promotional negotiations, because no generic framework that could apply to any industry. This is built specifically for your world. 

And within that, we have the sales framework. So at the heart of this programme, it's a single, memorable framework. Sales, five letters. 

There are five modules, a one complete selling system. S, see the opportunity. Because before you can win, you need to see what others, your competitors miss. 

So this module is about developing the mindset and the commercial intelligence of an absolutely top performer. It's understanding your buyer's world, spotting that white space and showing up with ideas they didn't even know they needed. E, earn the right to influence. 

The best commercial conversations, they don't start with a pitch. No, they start with trust. And this module will teach you how to build genuine relationships with retail buyers. 

You'll map all your stakeholders across the business. And you'll become the supplier they call even before a supply brief is written. L, lead the conversation. 

Most sellers just react to the buyer's agenda. Top performers, they set it. So this module gives you the flow conversation model, which is a well-proven structure for leading powerful commercial conversations that will create value for both sides. 

Again, link to value. Because it's not enough just to have a great product. You have to make the buyer feel the value. 

So this module will teach you how to build a commercial value story that resonates, differentiates and substantiates. And you'll do this using our commercial triangle framework, an S, shaping the decision. Because deals don't close themselves. 

They need to be shaped and moulded. And this module covers objection handling, creating urgency, navigating the range review process and closing in a way that respects the buyer and builds the long-term relationship. See the opportunity. 

Earn the right to influence. Lead the conversation. Link to value. 

And shape the decision. Cells. And every module of the 46 will build on the last. 

So that by the time you complete the entire programme, you won't just know how to sell better. Well, you'll think differently about your buyers, about your category, and about the commercial value that you bring to the room. So how does this programme work? Well, each of the 46 videos, it follows the same four-part structure. 

We'll always open with a hook, a story, a statistic of provocation that earns your attention in the first 30 seconds. Then we teach. We'll give you a clear framework or principle that you can take and use immediately. 

Then we apply. We ground every concept in a real UK grocery example. And then we reflect. 

That will be closing with a question that challenges you to take your learning to your own accounts before the next video starts. And every single video of the 46 will come with a handout. A structured, ready-to-use document that captures the key framework or key tools from that specific video.

So you're not just kind of watching the video and hoping it sticks. You're actually building a personal reference library as you go, just one video at a time. And most of the modules will end with a task. 

Now, this is not a multiple choice quiz. This is not a complete exercise. And it's designed to produce something you will actually use in your day job that week, that month. 

A value proposition, a conversation blueprint, a 90-day selling plan, outputs that go straight into your commercial toolkit. So this whole programme, it's really designed to be completed over eight to 12 weeks alongside your day job. Just do two, maybe three videos a week, but apply those learnings as you go. 

Build habits, not just the knowledge. So when it's completed, what are you going to walk away with? Well, by the end of this programme, you will be able to sell with more confidence and more structure. You'll walk into buy meetings and you'll have a clear plan. 

Therefore, you'll leave that meeting with much stronger outcomes. And you'll build relationships. You'll build relations that go way beyond that transactional relationship that survive a price increase, a service issue, we all get them, and competitive threats. 

You will know exactly how to challenge the buyer thinking without damaging that buyer relationship. You'll know how to present a commercial case that connects emotionally and rationally, and how to close in a way that feels natural rather than forced. And you'll have a CPD, accreditation certificate, that will demonstrate your professional commitment. 

And that CPD, it's recognised across the UK food and grocery industry. In fact, it's recognised across any industry in the UK. But more importantly, you'll have the confidence, the confidence that comes from truly knowing your craft.

So let's begin. 46 modules, just under three hours, CPD accredited, one framework, sells. This is the selling programme I just wish existed when I started my commercial career as a graduate trainee with a big blue chip business. 

Because it's built from real experience. It's grounded in real research. And it's designed for the real pressures you face every day. 

Gotta say, I'm genuinely excited for what you're about to learn, and how it's going to really fast track your career. So module one is ready and waiting for you. Let's go.