Webinar on

Key Account Management

26th November 2020

(11:00am to 4.30pm)


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


Key Account Management (KAM) defined

• Definition of key account management

• Criteria for qualifying Key Accounts (KA)

• Objectives of KAM

• Managing customer profitability and Customer Relationship Management (CRM)

Definition and goals of CRM

The value of loyalty

Acquisition costs and lifetime value (LTV)

Key account relational development model

•Business partnership defined

•  The KA relational development model

• Pre and Early relationship stage

• Mid-relationship stage

•Partnership relationship stage

• Synergetic relationship stage

• Reasons for divesting partnerships

Account analysis: defining and selecting KA

The Key Account Planning process (KAP) - Two layers of planning

The critical role of key account managers

• Understanding the role and responsibilities of key account managers

• 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. Have facilitated and coached clients from wide range of industries. Retired from HUL as Senior Manager Channel Operations. Currently operating from Bangalore, Kolkata and Delhi.

Mr. Suresh 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, Lead Management, Train the Trainer, Competency Mapping & Development, Business Story Telling, Change Management, Execution Skills among many others.

Mr. Gopalaswamy has a wide Industry/Functional Experience / exposure Sector exposure: Manufacturing, Heavy Engineering, Industrial Products, Automobile, Automobile Parts, Oil and Gas, PSUs, Energy, Electricity Supply, Infrastructure, Paints, Adhesives, FMCG, Consumer Durables, Hospitality, Health Care, Fashion, Music Sales, Appliances, Real Estate, Projects, Telecom, IT, Banking, Jewelry.

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

Please write to gcmseminars@yahoo.com 

> Call Mr. Rajeev Gupta- 9711114779 / 8929596899

For Whatsapp Query– 09540012349

Mode of Payment: NEFT /Paytm / Credit Card

Cheque favouring GCM Worldwide payable at New Delhi.

Fees include certificate of participation & Course Material.

GCM Worldwide

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