Key Accounts Management

Thursday - Saturday

8:30 am - 4:30 pm

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.

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)  

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. He has in-depth experience in developing and implementing selling systems and training programs in both local and regional levels. He has a proven track record in distribution management, setting up of trade channels, and business-building programs that yielded revenues and profits for various companies.

Mr. Fermin has a Bachelors degree in Economics from the Ateneo de Manila University.

has an extensive experience in sales and distribution in the consumer goods industry. His core competencies are in general sales management, sales training and development, and operations management of distributors. He is a consultant in sales training and development with companies in the home and personal care, automotive consumables, adhesives, agri-feeds, and apparel industries.

His career includes being assigned as Sales Training Manager in Indonesia and Thailand. He also worked for different organizations, such as: Universal Robina Corporation, Sampoerna International, Sara Lee Philippines, Wella Philippines, and Unisell Corporation. 

Mr. Zialcita earned his Bachelors degree in Business Administration from Adamson University.