Course Name
Key Accounts Management: Strengthening the Core Business Proposal
Schedule
November 04, 2026 - November 06, 2026
Schedule via Zoom:
November 4, 5 & 6, 2026
Wednesday - Friday
9:00 am - 5:00 pm
Early Eagle Rate:
Php 16,500
Valid Until:
October 21, 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 is a seasoned business leader and sales management professional with extensive experience in general management, business development, commercial strategy, and sales across the Philippines and Thailand. His industry experience spans fast-moving consumer goods, food and beverage, telecommunications, mobile phones, modular building technology, and logistics.
He currently serves as President of Inicio Management Consultancy Services and as Faculty and Program Director for Sales at the Ateneo Graduate School of Business - Center for Continuing Education, where he focuses on negotiations, key account management, and sales management. He previously held senior leadership positions including Senior Vice President and Head of Commercial and Business Development at Metropac Movers Inc., President of My|House and My|Phone, and Country General Manager of Brightstar Logistics Philippines.
Throughout his career, Mr. Fermin has delivered significant business growth and transformation, including expanding revenues, developing new markets and distribution channels, strengthening sales organizations, and improving operational efficiency. His extensive experience in sales leadership and business development allows him to bring practical, real-world insights to his teaching and consulting engagements.
Mr. Fermin earned his Bachelor of Arts in Economics from the Ateneo de Manila University in 1988 and was a consistent Dean’s Lister during his undergraduate studies.
