Client-Centred Thinking Fundamentals

Client-centred Thinking Fundamentals

The next cohort starts on September 23rd. Click here to register.

A hands-on workshop where you put yourself in your client’s shoes so you can find your best role in their world and collaborate for mutual growth:

Take a fresh look at your key stakeholders using an Empathy Map, to understand the intersection between ‘what your client needs’ and ‘where you should help’.
Synthesise your thinking into an Anchor Question so all your conversations start with empathy and rigour, setting you up as a strategic partner.
Imagine the ‘death’ of your deal using a Pre Mortem, to identify and mitigate risks before they occur, protecting you, your deal and your client.

What you’ll learn:

You’ll leave with a 3-step methodology that allows you to truly understand your client and how you can help them across the entire buyer journey, driving the sale in a way that works for both of you.

These will act as a repeatable framework to engage every client with a balance of empathy and strategic rigour, maintaining commercial focus and control throughout.

The Experience:

Flexible: This workshop is delivered in 3 virtual live sessions, 1x 2.5 hrs and 2x 1.5 hrs.

Universal: Client-facing individuals and cross-functional teams looking to grow revenue through either existing or new clients and services.

Holistic: Through our Learner Portal, all participants can access workshop templates, videos, one-pagers, and live refresher sessions.

Format

3 Live Workshops (Virtual) + Self-Paced Content

Duration

3 Live Virtual Workshops
Self-paced Work
12 Months' access to the Learner Portal and Live Refresher Sessions

Audience

Senior to mid-level client-facing individuals, looking to grow revenue through either existing or new clients and services.

Pricing

$799 per participant | 4A's members get 20% off

Agency Essentials Training Subscription Plan Members get 30% off

“If you have five key meetings a week or a huge meeting a quarter, this training is a must. It’s not about going into a meeting with a set plan; it’s about preparing for what might arise. Excellent session.”

Rowley Bourne

Head of Industry, Meta

“True & North's approach is completely aligned with our strategic and creative development approaches. So it hasn't gone against the grain of how we already operate but accelerated many of the opportunities we need to unlock with our existing clients.”

Alex Sehnaoui

Chief Revenue Officer, R/GA

“Our sales representatives are selling 10x more on average and Average Customer Value is 5x larger than 2 years ago. True & North training has enabled us to refine our sales process, greatly increasing sales effectiveness.”

James Dean

CEO, Sensat

The next cohort starts on September 23rd

Click here to register.

Session 1: September 23, 1:00 - 2:00 pm ET
Session 2: September 30, 1:00 - 2:30 pm ET
Session 3: October 7, 1:00 - 2:30 pm ET

Meet the Facilitator

David Clayton

David is an ex-bartender—Miami Beach and The Hamptons—and he learned what he knows about people by slinging drinks.

Later, he landed at the Guardian, where he had the privilege of picking up the phone and creating commercial partnerships where none existed before, leading teams, designing products, and selling them to the likes of Google, Vodafone, and the United Nations.

Over the last decade, David has led the training company he founded, True & North, anchored on a simple truth: Good things happen when you 'get’ your clients.

Hywel Mills

Hywel is a marketing and business growth leader with over 15 years of experience helping organizations drive engagement and expansion. His approach is shaped by a deep passion for brand building, collaborative culture, and audience connection.

As a Global Account Director at The Guardian in New York, Hywel led the development of digital campaigns and events for major brands and nonprofits. He then honed his experience as a client services leader at Atlantic 57 before becoming General Manager at Keko, where he strengthened relationships with brands in tech, finance, and luxury automotive.

Now based in Washington DC, Hywel leads the commercial and marketing operations for a new, global current affairs media brand – The Signal.

An avid runner, audiophile, and cocktail connoisseur, Hywel is always in pursuit of the perfect playlist—and the perfect Negroni.

Client-Centred Thinking Fundamentals

Client-Centred Thinking Fundamentals