Course Name
Key Accounts Management: Strengthening the Core Business Proposal
Schedule
January 28, 2026 - January 30, 2026
Schedule via Zoom:
January 28, 29 & 30, 2026
Wednesday - Friday
9:00 am - 5:00 pm
Early Eagle Rate:
Php 16,500
Valid Until:
January 15, 2026
Description
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.
Who should attend
Ideally, those dealing with retailers and/or actively involved in selling to buyers:
- Territory salespersons with pre-booking accounts
- Key Accounts Salespersons/Managers
- Sales Supervisors handling key accounts
- Sales managers
- Non-sales people, for appreciation of key accounts’ processes
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.
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 Business Review/Core Business Proposal
VIII. Ideal Account Team
IX. Implementing Total Quality: Plan-Do-Check-Act
Mr. Rogerick P. Fermin has a successful 33 years of sales and general management experience across several industries (FMCG, Telco, Building technologies, Food, Logistics) with a solid track record of growing revenues and profitability of businesses in start-up and expansion mode. Recently, he was the Senior Vice President for Business Development and Sales at Metropac Movers, Inc. Prior to this, his career includes holding top executive positions in companies like Conceptfoods Corporation (Ulalammm), My Solid Technologies Corp. ( MyPhone) and Solidgroup Technologies Corp ( MyHouse). His international stint was with BMS-Mead Johnson Nutritionals (Thailand) as Regional Sales Training Head covering Thailand, Philippines, Malaysia/Singapore, Vietnam and Indonesia. His sales career began with Procter and Gamble Philippines. Currently, he is engaged in management consultancy and sales training and development with different clients and industries in the Philippines.
Mr. Fermin has a Bachelor's degree in Economics from the Ateneo de Manila University.
