Webinar on

Key Account Management


24th September 2021

11:00 am to 04.30 pm


Mr. Suresh Gopalaswamy

Visiting Faculty at IIM & Senior Advisor


Key accounts are not only you’re most valued clientele, but are also the accounts most likely targeted by your competition. Therefore, it is of significant importance to continuously advance one’s skills in developing and managing key accounts, to ensure you can retain your most important clients and simultaneously maintain your organization’s long term viability.

This programme will give these account managers the opportunity to practice, refine and build their skills and learn to effectively implement KAM principles in target accounts.

Course Objectives

• Consider the constantly changing role of the Key Account Manager

• Examine proven practices in the development of sales, which relies on creating effective business partnerships

• Gather ability to use techniques for achieving account goals and objectives

• Understand the strategic processes and operational objectives which lead to increased account penetration and maximum profit opportunities

• Develop a broader understanding of ‘customer behaviors’ and their impact on buying decisions

• Know how to handle an account meeting and the negotiations within it

Who Should Attend

Meant for experienced sales professionals who manage key accounts and strategic business relationships

Pre requisite

It is important that participants have already attended professional sales training, as this program is focused on developing higher level client relationships, and identifying key strategies to help enhance their current sales techniques

What You Will Gain

• Retention of key clients

• Increased sales

• Improved margins

• High levels of customer loyalty


Ø Key Account Management (KAM) defined

ü Definition of key account management

ü Criteria for qualifying Key Accounts (KA)

ü Objectives of KAM

ü Managing customer profitability and Customer Relationship Management (CRM)

ü Definition and goals of CRM

ü The value of loyalty

ü Acquisition costs and lifetime value (LTV)

Ø Key account relational development model

ü Business partnership defined

ü The KA relational development model

ü Pre and Early relationship stage

ü Mid-relationship stage

ü Partnership relationship stage

ü Synergetic relationship stage

ü Reasons for divesting partnerships

Ø Account analysis

ü defining and selecting KA

Ø The Key Account Planning process (KAP)

ü Two layers of planning

Ø The critical role of key account managers

ü Understanding the role and responsibilities of key account managers

ü Managing KA meetings

Profile of Faculty

Mr. Suresh Gopalaswamy

Visiting Faculty at IIM & Senior Advisor

Experience of 20+ years in Behavioral and Functional Training, Profit Centre Operations and Sales & Distribution Management.  Has facilitated and coached clients from wide range of industries. Retired from HUL as Senior Manager Channel Operations. Mr Gopalaswamy is Guest Faculty at IIM-C for MDC programs for Senior management as well as ISS probationers.

Mr Gopalaswamy has Diplomas in Management, HR Management, Change management and a certification in Storytelling. Mr. Gopalaswamy’s area of expertise include Sales Management, selling techniques, Business Partner Management, Competency Mapping & Development, Business Story Telling, Change Management, Execution Skills among many others.

Mr Gopalaswamy has a wide Industry/Functional Experience / exposure spanning Civil Services, PSUs, FMCG, Consumer Durables, Fashion Garments, Manufacturing, Industrial Products, Automobile Parts, Infrastructure, Hospitality and Health Care.

Course’s time structure:

Session – (11:00am to 4.30pm) 30mins Break Included


You should have good internet connection and good quality headphone/earphone with mike with Laptop/ Computer. You should have notepad/pen to note down important points.

Fees: per person –

Fee Structure :- Per participants

Rs. 7000/-

USD 120

18% GST is applicable

> Mode of Payment: NEFT /Paytm / Credit Card/ GPAY

> Fees include certificate of participation & Course Material.

*Terms & Conditions apply


Best regards

For GFORD Institute of Management Pvt Ltd

Piyush Verma

Email: gfordseminar@outlook.com 

Mob. :9711114779 / 9315556407

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