Fundamentals of Key Account Management

Fundamentals of Key Account Management is a course designed to fast-track the learning curve of newly-minted account managers, and at the same time enhance the capabilities of seasoned account managers. It offers structured analytical and planning tools that will help give competitive advantage to participants over their peers in their particular industry, and help lead to more successful account management of key customers/clients. The ultimate objective of this 1-day course is to enable key account managers to develop sustainable, profitable growth for both their companies and its customers.


  1. Equip new managers of key accounts with knowledge & skills that will enable them to successfully    manage their most important customers/clients
  2. Enhance the capabilities of current managers of key accounts with a structured approach in developing their accounts
Each participant will learn:
  • Structured analytical and planning tools for account management
  • Proven techniques in managing key clients/customers
  • Develop confidence in their day-to-day interaction with customers/clients
The company will gain:
  • Knowledge on how to focus resources on their most important customers
  • Professionally-trained account managers who will be able to approach management of their customers/clients in a structured and analytical way
Section 1:  Understanding Key Account Management

  • What are key accounts?
  • What is key account management?
  • How do we identify and segment your key accounts?
  • What are the things that truly matter to them?
  • How to identify their unique business drivers
  • How do we identify the key contacts in our accounts?
  • What are key account managers accountable for?
  • How can KAMs prioritize and manage their time well?
Section 2:  6 Steps in Developing a Winning Key Account Strategy
  • Know your Account: Structured Account Information-gathering
  • Understand your Account: Essential Account Needs Analysis
  • Leverage your strengths: Conducting an effective SWOT Analysis
  • Define your relationship with your Account: Developing an Account  Relationship Analysis (ARA)
  • Decide where to put your time & money: Developing an Account Investment Analysis  (AIA)
  • Plan for Success: Drafting your Account Strategy
Section 3:  Building a Sustainable Business Relationship
  • What a successful key account relationship looks like
  • Working effectively with the buyer or buying team
  • Managing different personality types
  • How to successfully negotiate with confidence
  • Tips on engaging your accounts’ senior management
  • Effective Business Reviews
Account Managers / Account Specialists, Key Account Managers / Key Account Specialists, Group Key Account Managers
Ian Santos has over 20 years of experience working in various sales, customer marketing, and regional & global training roles in companies such as Coca-Cola, Jollibee Foods Corporation, and Colgate-Palmolive. He also lived and worked for a year in Moscow while working for Colgate-Palmolive Russia.
He has held National Sales Manager, National Sales Training Manager, and Director – Operations Planning roles in his corporate stint. He has headed and managed sales training for both Colgate-Palmolive and Coca-Cola Bottlers Philippines.
He finished his MBA and Business Administration Degree at the University of the Philippines –Diliman, and is currently teaching Strategic Sales Management to MBA students in the same university.