Key Accounts are not low-hanging fruit; they are the Holy Grail.  Can companies take them for granted? Yes! At the cost of existence!! Learn the fundamentals of managing key accounts before your competitors do!

Karachi: 24th-25th April, Marriott Hotel, Lahore:8-9th May, Park Plaza Hotel, Islamabad: 15-16th May, Serena Hotel

Workshop Overview

Key Accounts play the role of linchpin towards up-line and bottom line of any organization and Key Account Managers are the rainmakers. Key Account Management is a strategic planning approach that goes well beyond traditional selling. It reaches deep inside both the seller and buyer organizations, hence making KAM undoubtedly more complex and more challenging than simple sales activity. With Key Accounts, the stakes are very high, so they have to be managed strategically.

Key Account Management: Discipline Redefined is the distillation of years of in-depth study of best practices prevalent in the discipline of Key Account Management.

Download brochure in PDF by clicking here.

Day 1

Module 1

Shifting sales paradigm from ‘hunting & hounding’ to ‘farming & feeding’

Module 2

The Role of the Key Account Manager

  • Differentiating account management from selling
  • Understanding common key account management pitfalls
  • Assessing your strengths, weaknesses and unique advantages as a supplier
  • Determining the criteria for major account status

Module 3

Knowing your Account

  • Researching your customer’s profile for accurate positioning
  • Assessing an account’s volume of business and profit potential
  • Examining the organization’s structure and politics
  • Analyzing the customer’s short-term and long-term buying cycles

Module 4

Formulating Account Strategy

  • Creating an account plan, setting objectives and strategies for each account
  • Developing competitive pricing strategies
  • Measuring account profitability
  • Using CRM strategies to add customer value and build stronger and more loyal relationships

Download brochure in PDF by clicking here.

Day 2

Module 5

Managing the Account

  • Identifying key decision makers
  • Influencing and negotiating with multiple decision makers
  • Producing effective proposals
  • Setting specific goals and objectives for each meeting
  • Giving effective and skilful presentations

Module 6

Adding Value to the Account

  • Networking and maintaining alliances across an organization to maintain preferred supplier status
  • Creating value-added marketing programs for major accounts
  • Looking for opportunity – identifying wider sales across the whole account

Module 7

Developing Your Key Account Strategy

  • Setting Goals for your Key Accounts
  • Developing a plan for your Key Accounts
  • Business Plan Template

Module 8

Key Account Movement

  • Sensitizing the entire organization about key accounts
  • Throwing away rules book for the sake of key accounts
  • Writing key account manifesto

Learning Outcomes

  • Manage their accounts in a way that produces more profitable partnerships
  • Develop the ability to build stronger business relationships
  • Gain a clearer insight into the customers’ decision-making process
  • Identify and assess the key knowledge required and the sources of information and resource that will impact on effectiveness
  • Protect their accounts from competitors
  • Add value to the relationship by identifying opportunities that have a positive impact on their customers’ business
  • Optimize the full business potential from each account
  • Build and develop account management strategies that produce real business growth

Who Must Attend?

  • C-level Executives
  • Heads of Sales & Marketing
  • National Sales Managers
  • Marketing Managers
  • Global Account Managers
  • Key Account Managers/Directors

Download brochure in PDF by clicking here.

From the full range of industries including but not limited to:

  • Industrial
  • Manufacturing
  • Retail
  • Oil & Gas
  • IT Services
  • Telecommunications
  • FMCG
  • Pharmaceutical & Medical Suppliers
  • Travel & Transportation
  • Aviation
  • Automotive
  • Real Estate & Property Development
  • Chemicals & Petrochemicals
  • Electronics / Electrical
  • Finance – Banks, Insurance Companies & Mutual Funds

Chief Key Account Unlocker: Ashraf Chaudhry

There is a memorable quote in movie The Rookie that says: “It is fine to do what you want to do, but sooner or later, you have to do what you were meant to do.” This is story of Ashraf Chaudhry.

At the pinnacle of his successful career as a Sales & Marketing professional, he left comfy confines of secure job to pursue his passion for corporate trainings, coaching and writing. Within three months of leaving his job as GM Sales & Distribution with Worldcall Group, one of the biggest business groups in Pakistan, he wrote and published his book The Craft of Selling “YOURSELF”. The book is now international best-seller (also available at and Barnes & Noble book stores all over the world).

After an MBA degree from a top-notch business school in Pakistan, Institute of Business Administration (IBA), Karachi, he worked for blue-chip companies like Chevron, Tapal Tea, Pearl Continental/Marriott Hotels and Worldcall Group in Sales and Marketing departments for one and half decade.

Ashraf is also co-author with world’s top most sales trainer and best-selling author Bob Urichuck for their up-coming sales novel The 10 Commandments of Selling: Story of Danial, to be launched world-wide by December 2012.

During last three years, Ashraf Chaudhry has trained people from  major multinationals and blue-chip local organizations. He is sales consultant to many organizations in Pakistan.

P.S: To know more about Ashraf Chaudhry, please google him.

Workshop Investment

Rs. 29,000/- per participant

On 3 nominations from the same organization, 4th participant will attend free of charge.

Fee includes course ware, certificate, lunch, refreshments, business networking, original PowerPoint presentation, lifelong mentorship by the trainer and free e-book The Craft of Selling “YOURSELF”.

Download brochure in PDF by clicking here.

How to Book Your Seat?

Please call Ms. Hina Roudani at 0321 3750 706 or drop an email at

Cancellation Policy: After the confirmation of participation, nomination cannot be cancelled. However, the organization can send an alternate person.

Join Ashraf Chaudhry on Social Media

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