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Key Accounts Management

Course Name Key Accounts Management
Schedule October 17, 2019 - October 19, 2019

Thursday - Saturday

8:30 am - 4:30 pm

Price: Php 19,200

In a given geographical or trade segment, there are always those select few customers who are critical in a company’s business as they invaluably contribute to its overall well-being. As such they should be aptly called “key accounts” and are therefore wanting of customized attention by the company’s sales organization.

It is for this reason that Key Accounts Management is designed to validate one’s understanding of who and what these accounts really are, and thus enable one to effectively attend to these accounts so that they can always contribute to the company’s well-being.

Further, Key Accounts Management also aims to equip one with the skills and tools to help key accounts increase their business, again with the company benefiting from this.

Complementary Courses

Sales Management: Managing the People and the Business

August 29 - 31, 2019 (Thursday - Saturday)

Negotiation Skills: Deal or Deadlock

September 20 - 21, 2019 (Friday - Saturday)


After the course, one will be able to:

1. Design/develop a Core Business Proposal on how the key account can increase its business.

2. Learn the importance of the key accounts’ wants and needs in the soundness of a core business proposal.

3. Use tools for drawing out the wants and needs of the key account.

Who should attend

Ideally, those dealing with retailers and/or actively involved in selling to buyers:

1. Territory salespersons with pre-booking accounts

2. Key Accounts Salespersons/Managers

3. Sales Supervisors handling key accounts

4. Sales managers, from first-level, up

5. Non-sales people, for appreciation of key accounts’ Processes


I. Identifying/defining a key account

II. Basic Selling Principles: Wants and Needs

III. Design/Development of Persuasive Selling Format

IV. Identifying Strengths, Weaknesses, Opportunities, Threats

V. Planning Process

VI. Development of Goals-Objectives-Strategy-Plans

VII. Development of BusinessReview/Core Business Proposal

VIII. Ideal Account Team

IX. Implementing Total Quality: Plan-Do-Check-Act

Resource Speakers
Mr. Ronald Zialcita

has extensive experience in sales and distribution in the consumer goods industry, and the highlights of which have been on 1) general sales management, 2) sales training and development, and 3) operations management of distributors. 
His sales career had been with Procter & Gamble, starting as an ex-truck salesman, and from there he had increasing responsibilities in field sales management covering major wholesalers and the modern trade (key accounts).  He further moved on to becoming Sales Training Manager for Philippines/Indonesia, and eventually Thailand. 
He progressed through heading the sales organizations of Universal Robina Corporation, Sampoerna International, Sara Lee Philippines, Wella Philippines, and Unisell Corporation. 

He has been doing consulting work on sales training and development with companies in the home/personal care, automotive consumables, industrial adhesives, agri-feeds, telco, industrial equipment parts, and apparel industries.

He has a Business Administration degree from Adamson University.