[Bangsar, NEW] Key Account Management
Course Information
  • 10-Jan-2023
  • Pullman Hotel, Bangsar
  • Nakulan Tharmalingam
  • English
  • RM 1560 RM 1400
    Until 20 Dec 2022
  • 9:00am - 5:00pm


Key Account Management (KAM) is about managing your client’s relationship more effectively and successfully with them. Key Account Management go beyond traditional selling, and it requires strategic planning to handle and manage your key customers.

The Key Account Management role is so important for any organizational success or failure. Key Account Management is required as they begin to realize that their sales revenue is relatively higher when it comes to long term relationships selling together with a deeper understanding of the customer requirements. Finding the correct strategy for each and aligning strategy, tactics and resources accordingly is at the heart of Key Account Management.

In today’s market, the KAM role is getting more and more complex, and is also difficult to manage compare to regular sales activities. As you are aware, the business stakes are high, and we have very powerful customers who have high expectation from their supplier. The Key Account Managers are required to equip all the necessary skills to sell and to manage the customer more effectively.



 - Build strategies and plans to grow your key accounts

 - Select accounts with the greatest growth potential, and stop wasting their time on those with low potential

 - Develop enterprise-level relationships and foster those relationships for the greatest success

 - Construct a key account team poised to maximize success

 - Identify needs from the buyer’s perspective, strengthening and deepening your ability to create value

 - Craft strategies to protect accounts from competitive threats

 - Set the agenda and get your project at the top of the buyer’s priority list

 - Enhance their strategic account skills in interfacing more effectively with key customers

 - Develop essential key account management skills, learning how to effectively manage your most valuable existing accounts, leading to improved customer satisfaction and increased customer loyalty

 - How to apply our best practices and planning during the implementation a key account management of your choice

 - Construct a strategic account team together with the management team poised to maximize success

 - Identify needs and requirements from the customer perspective, and how to strengthen and deepen your ability to create value for your key account’s customers

 - Walk through with you on the strategic account planning process that will make your sales efforts more focused

 - Spend productive time on the key account where you’ll achieve the greatest sales success



Suitable for those who are responsible for:

 - Managing key customer accounts

 - Liaising with key customers as part of an account management team

 - New Business Development Professionals

 - Sales Managers

 - Marketing Managers

 - Key Account Support team



This stimulating program will maximize understanding and learning through Interactive Lectures, Course notes, Videos, Learning Assessment





Date:    10-11 January 2023 (Tue-Wed)

Time:    9.00am – 5.00pm

Venue:   Pullman Hotel, Bangsar



   - Early Bird Offer (before 20 Dec 2022)     –     RM 1,400

   - Special Offer (before 4 Jan 2023)     –      RM 1,480

   - Normal Fee      –      RM 1,560


    >> Fee includes Course Notes, Lunch, Refreshments & Certificate of Completion and 6% Service Tax


** OFFER **

   - 10% Cashback for SST2u Learner Card+ (SLC+) members. T&Cs applied





Day 1


Module1:  Key Account Management Overview

 - Definition of Key Account Management

 - Objectives of Key Account Management

 - Explaining Key Account Strategy

 - Account Analysis, A Necessary Step Towards Defining and Selecting KA

 - Setting the Rules for Qualifying Key Accounts

 - Managing Customer Profitability


Module 2: Customer Engagement

 - Relationship and Collaboration

 - Customer Understanding and knowing buyer’s objectives

 - Understanding the Customer’s Decision-making Process

 - Understand What Drives the Customer

 - How to Build Compelling Value Propositions

 - 7 Steps to an Effective Call

 - Adding Value in meetings


Module 3: Account Planning Process

 - The Account Planning Process Criteria

 - Customer Activity Plans

 - Developing Account Strategies

 - Customer Profit Plan

 - Customer’s perspective on profitability

 - Retailer Financial Model Vs Suppliers

 - Building Customer Growth Plan

 - Template for Key Account Planning

 - Selling the Plan


Module 4: Negotiation Planning

 - Negotiation Process

 - Understanding factors which influence Strategy

 - Preparation for Negotiation

 - Discovery & Conditioning

 - Conflict Management


Day 2


Module 5: In Store Execution & Tracking

 - Effective In Store Execution

 - Planning, Communication and Tracking

 - Deciding what to Track

 - Reporting Tracking


Module 6: Leading a Key Account Management Team

 - Understanding the Role and Responsibilities of Key Account Managers

 - Skills required to manage Key and Global Accounts

 - Building and Leading Effective Key Account Teams

 - Harnessing Daily To-Do-Lists to Optimize Sales Productivity

 - Identifying and Working with Different Personality Styles

 - Communication and Presentation Skills for Key Account Manager

 - Understanding the importance of Customer Service Function in KAM


Module 7: Customer Service Levels

 - Why it is important

 - Key Deliverables

 - Supply Chain Collaboration Model

 - Customer Service KPIs

 - Understanding Terms and Conditions


Module 8: KAM Meetings, Reports & Scorecard

- Internal and External Approach

 - Top to Top Meetings – Business Review

 - Key Account Monthly Meetings

 - Key Account Agenda & Reports

 - Joint Scorecard & Holistic Planning


Module 9: Course Summary – Developing your Action Plan

 - Best Practices in Key Account Management

 - Lesson Learned and Program Wrap Up

 - Identifying Critical Initiatives and Developing Key Action Plan

 - Formulating Participants Personal Next Steps






Chartered Accountant
Fellow Member of Chartered Association of Certified Accountant - FCCA (UK)
Member of the Malaysian Institute of Accountants
Certified Trainer: Finance and Supply Chain Programs
Certified HRDF Trainer 


Nakulan Tharmalingam a Chartered Accountant, Fellow Member of Chartered
Association of Certified Accountant - FCCA (UK) is a Principal Consultant/Trainer with NT Business Consulting and Training responsible for Finance Transformation and Supply Chain Management solutions. He is a Certified Trainer in Finance and Supply Chain Programs

Nakulan is a talented professional with over 35 years of progressive accomplishments leading Finance, Sales and Supply Chain and project management initiatives for major businesses. Strong strategic planner, problem solver and persuasive leader. Committed to managing operations and projects effectively while consistently delivering desired results and contributing positively to revenue generating activities.

Specialties: Auditing, Finance, Financial Accounting, Treasury, Accounts Payable, Accounts Receivables, Reconciliation, Fixed Asset and Project accounting, Solution development, F&A Training, Fraud risk assessment, Capital Budgeting and Process streamlining.

Led the implementation of SAP Finance, Sales and Distribution Modules for Colgate-Palmolive. Specialist in Forecasting & Budgeting Business Modelling, Long Range business Planning. And Competitive Analysis Variance Analysis Cost Analysis / Control

Nakulan spent over 28 years working with a major global MNC – Colgate Palmolive. His experience stretches across Finance, Commercial and Supply Chain operations. For over 8 years, he was a Director with the MNC with responsibility for all Customer Service & Logistics functions including Demand Planning /Inventory Management, Customer Service, Distribution Operations and Logistics Alliances.

Nakulan is an experienced trainer and facilitator and conducts training sessions and workshops for managers, executives and non-executives in Finance, Commercial and Supply Chain programs.





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