Key Account Management

Creating Long-Term Competitive Advantage via Strategic Customer Alliances
More and more companies are embarking on key accounts management to build highly profitable partnering relationships with customers.  However, for lack of effective strategy framework, most attempts can't seem to take-off beyond the traditional vendor-customer relationships.  The route to long-term competitive advantage does not largely rest on product or large customer base anymore. The key to building a business is now seen in clearer lens to come from our ability to profitably grow and retain customers who are willing to collaborate and partner with us for the long haul.

This intensive 2-day seminar teaches participants on how to invent new ways of creating strategic alliances with their key accounts that will bring unprecedented gains in profit and competitiveness.

Key Benefits to Participants
The participant/s will learn:
  •    Step-by-step procedures which can easily be applied from tools in developing strategic partners to formulating and evaluating key account management programs.
  •    Greater confidence in building partnership with key customers.
Key Benefits to the Company
The company will gain:
  •     Fresh insights on how to allocate marketing resources more effectively.
  •     More profitable accounts.
Program Concept

From merely selling product and offering the best price to creating relevant solutions via strategic collaboration with customers is what key account strategy is all about.  Learn from case studies, current best practices, and workshops that direct participants to conduct active adult learning activities on their own follow each topic to enhance the learning process.

Program Overview   
Module 1:  The Value-Creation Selling Model
  •     Key accounts management as a strategy
  •     The value-creation model: from product to business alliance
  •     Case examples of the model
Module 2:   How to Develop and Facilitate a Joint-Business Plan
  •     The need for a joint-business plan
  •     The components of the joint-business planning model
  •     How to facilitate the planning process with the key account
  •     Realities to expect during planning process and implementation stages
Module 3:   Special Topics You Ought To Know
  •     How customers employ category management
  •     The category management process
Case examples from the following products / industries shall be cited:
  •     Global retailer (Tesco Lotus)
  •     Local retailers
  •     Cosmetics
  •     Diapers
  •     Electronic Appliances
  •     Hair Care
  •     Home Care
  •     Ice Cream
  •     Food
  •     Personal Care
  •     Snacks
  •     Softdrinks
  •     Sports shoes/ wear
  •     Toothpaste
Case examples of the following scenarios shall be discussed:
  •     Developing and facilitating a joint-business plan
  •     How to discuss the plan to the account and secure buy-in
Who Should Attend:
The modules are primarily oriented to key accounts specialists (KAS) / managers (KAM), and sales managers handling a key accounts group.

What our participants said:
"Plenty of insights which provided a whole new understanding of Key Account Management principles and applications."  -  Carlo Cabrejas, Key Account Manager, Wrigley Philippines Inc.
"Very good and could be very effective to those aspiring to handle Key Accounts in a retail environment."  
-   Emiliano B. Quijano, Vice President Sales, Directories Philippines Corp.
"Training is very relevant to my work setting's looking forward to more trainings with Mansmith." -  Antonio Carmelo Herrera, Sr. Account Manager, Globe Telecom, Inc.
"The training was generally successful, informative and very well delivered. The speaker is an effective speaker and he can affect the listener."   -   Alice G. Ramos, Key Account Manager, General Milling Corp.

Recent participants include:
  •     VP Sales of Directories Philippines
  •     Board Director of Wodel, Inc.
  •     Marketing Manager of Rivendell Marketing
  •     Marketing Manager of Syngenta Philippines
  •    Trade Marketing Manager of Dole Philippines
  •    Trade Sales Manager of Abbott Laboratories
  •    Head of National Trade Marketing of Globe Telecom
  •    Trade Marketing Manager of Quantum Foods
  •    Trade Marketing Manager of Haagen Daz
  •    Trade Marketing Manager of JS Unitrade
  •    Trade Marketing Manager of Pepsi-Cola Products
  •    Trade Marketing Manager of JT International
  •    Trade Marketing Manager of Level-Up
  •    Marketing Manager of Philusa Corporation
  •    National Key Accounts Manager of General Mills Foods
  •    National Sales Manager of Finfish
  •    Marketing Manager of Future Trade International
  •    Key Account Manager of General Milling Corporation
  •    Key Account Manager of Wrigley Philippines
  •    Retail Business Manager of MSI-ECS Philippines
  •    Circulations Manager of Philippine Daily Inquirer
  •    Consumer Field Sales Manager of Stiefel Philippines
  •    Sales Manager of Marketreach
  •    Senior Account Manager of Globe Telecom
  •    Senior Sales Engineer of ABB Inc.
  •    Senior Manager of Sarimanok Feeds
  •    Area Sales Manager of Universal Robina Corporation
  •    Business Development Executive of Liquigaz Phils.
  •    Trade Marketing Supervisor of Universal Robina Corp.
  •    Junior Sales Representative of Summit Publishing
  •    Trade Marketing Representative of Bayer Philippines
  •    Marketing Officer of Henkel Philippines

About the Speaker:

Partner and Chief Distribution Strategist
Mansmith and Fielders, Inc.

President of his own two distribution companies; have organized and set up different distributor networks, former VP sales and distribution of RFM, former national sales manager of L'Oreal, a part time professor of De La Salle Graduate School teaching Distribution Management, rose from the ranks of different companies (Nestle, Gillette, MetroLab). Attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago.