Key Account Management Certificate Course for FMCG Content


Seminar Content

The course is divided into the following five modules:

Seminar Content

  • Introduction to Key Account Management
  • Customer information and value proposition
  • Structure of a sales visit
  • Application of the sales steps and instruments
  • Strategic and operational customer planning
  • Communicative structure and presentation techniques
  • Applicability of presentation structure
  • Preparation and Planning of Customer Negotiations
  • Definition of the Investment Strategy
  • Conduct of Customer Negotiation
  • Monitoring and Control
  • Standardised Annual Talks
  • Pricing Approaches and Consumer Behaviour
  • Price Analysis and Price-elasticity Analysis
  • Price Planning Process including "Share of the Cake" Analysis
  • Implementation of Price Increases
  • Conduct of a Price Negotiation
  • Preparation of Customer Negotiation
  • Conduct of the Negotiation Role Plays
  • Presentation of the JBP
  • Feedback, Key Learning and ToDo's


Dr. Harald Mitterlehner
Senior Partner, Rhein-Main Consulting Group GmbH

  • Experience as Sales Director in International Companies
Gerd Wolf

Gerd Wolf
Founder of the Rhein-Main Consulting Group (RMCG)

  • Negotiation Techniques
  • Preparation and Implementation of Price and Condition Systems
Prof. Dr. Henrik Meyer-Hoeven

Prof. Dr. Henrik Meyer-Hoeven
Professor for Human Resources / Organisation

  • Foundations of Key Account Management
  • Key Elements of Customer Planning
Questions?Colin Rawlins, HSBA
Colin Rawlins, HSBA

Colin Rawlins

Head of Executive Education
+49 40 822160 961

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