Course Name

Key Accounts Management: Strengthening the Core Business Proposal


October 23, 2024 - October 25, 2024

Schedule via Zoom:

Regular Rate:

PhP 18,000

Early Eagle Rate:

Php 16,500

Valid Until:

October 09, 2024

Key Accounts Management: Strengthening the Core Business Proposal


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.

Mr. Ronald Zialcita has extensive experience in sales and distribution with 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 began with Procter & Gamble, starting as an ex-truck salesman covering downline stores, and from there he had increasing responsibilities in field sales management covering major wholesalers and the modern trade (key accounts).  He further moved on, with the same company, to becoming sales training and development manager for Philippines/Indonesia, and eventually Thailand. 

He progressed through heading sales organizations of Universal Robina Corporation (Dairy Products Division), Sampœrna 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, apparel industries, banking, and retail industries.

He has a Business Administration degree from Adamson University and pursued a Masters in Business Administration degree at De La Salle University as well.

Register Now