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Key Accounts Management

Course Name Key Accounts Management
Schedule July 8, 2017 - July 22, 2017


9:00 am - 5:00 pm

Price: Php 17,700

In the course of your business and dealing with customers, it is inevitable that you come across a set of clients/customers who would either purchase from you in bulk or use your services extensively. These clients will exert highly significant volume and profit contributions to your business or would be of such strategic value to you. They are your key accounts or strategic accounts.

Key Accounts Management is designed to give you a clear understanding of what key accounts are and how to manage them effectively. It will touch on 3 stages of development in key accounts management: understanding key accounts, handling and managing the key accounts, and developing and growing the key accounts.


After the course, you will:

1.  Identify key accounts and their potentials;

2.  Understand the principles and tools in understanding your key accounts;

3.  Prepare an effective and well thought out business review - core business  proposal that addresses your key accounts’ needs and objectives; and


4.  Get a deeper appreciation of the different strategies, competencies and disciplines needed in developing and growing your key accounts.

Who should attend

This course is designed for key accounts manager and supervisor, business owner, sales director, training manager, and senior sales manager and executive. It is also applicable to individuals heavily involved in dealing or managing major key account. 


I.   Key accounts: Definition and identification/prospecting

II. Account knowledge or account penetration

III. Tools to identify the key account needs (opportunities worksheet, SWOT)

IV. The GOSPEL: Definition and understanding

A. What is a goal?

B. What is an objective?

C. What is a strategy?

D. What is a plan?

V. Prioritizing and selecting opportunities

VI. The business review: Process and elements

VII. Core Business Proposal (CBP)

VIII. Designing and implementing the CBP

A. The Key Accounts Team (KAT)

B. The operating principles and role of the KAT leader

C. Plan-Do-Check-Act (PDCA) approach

IX. Managing demand: Principles and definition

A. 4P/6P strategy

 B. The Inventory Control Objective (ICO) method

X. Driving demand: Promotions management

XI. Basic financials Return on Investment and Inventory (ROII)  

Resource Speakers
Mr. Rogerick P. Fermin

is the General Manager of Concept Foods Marketing Corp, a company that manufactures and distributes Ulalamm, a ready to eat (RTE) brand or instant meals. He is also the Business Development Manager of Leysam Commercial, Inc.

Mr. Ronald Zialcita

has been doing consulting work on sales training and development with companies in the agri-feeds, home/personal care, automotive consumables, adhesives, and apparel industries. He has extensive experience in sales and distribution in the consumer goods industry, particularly in general sales management, sales training and development, and operations management of distributors.