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Accounts that Count

6 Fundamentals of Account Management

March 25, 2020 | 9 AM to 5 PM | Joy~Nostalg Hotel & Suites Ortigas Manila

Program Description

There is no templated approach in management. Especially when it comes to dealing with different types of clients. Each client has their own unique classifications, whether its industry, company size, or nature of business (B2B, B2C, etc.).


You can be successful in company A, but the best practices applied in Company A might not be applicable to Company B.


With different types of companies, also means different types of people. How do you know you’re talking to the right person? And what’s the level of power do the people we transact with have? Are they significant? And how do we know which one is important? As the saying goes:


“If everything is important, then nothing is important”


We are here to solve these challenges. With the proper framework, strategies, and game plans, we will be able to understand the dynamics of Account Management and move towards growth.


They say that the grass is greener where you water it. Improve your servicing with Account Management, and see the growth of your existing accounts.


“5 percent increase in customer retention can lead to an increase in profits of between 25 and 95 percent.”

- Bain & Company; Earl Sasser of the Harvard Business School We’ll show you how.

What You Can Expect

The seminar features real life professional experiences applicable to both SMEs and Multinationals. Case studies, lectures, and group discussions will be highlighted throughout the seminar. The workshop also offers real time problem solving of challenges that will be shared during the discussions.

Your Facilitator

Patricio “Patt” Soyao is currently the Managing Director and founder of Icon Executive Search, a premium executive search and executive events firm that services a roster of high-profile clientele. An academic speaker at universities and a keynote speaker at business conferences. Also an educator in the De La Salle College of St. Benilde. He has a decade’s worth of leadership experience coming from his engagements with multinational firms such as Samsung, LinkedIn, Shell, Philip Morris, Oppo, Loreal, and Hilti to name a few. As well as to our very own local conglomerates such as Jollibee, Aboitiz, Ayala, San Miguel, Globe, and Sunnies. He holds a Bachelor’s degree in Business administration major in Human Resources from De La Salle College of St. Benilde, a Master’s degree in Business Administration from the Ateneo Graduate School of Business, and a Graduate from the Certified Digital Marketer program.

Course Outline

This training course will help front liners, managers, even executives on how to manage multiple clients coming from multiple backgrounds. Levels of clients are also factored in the workshop, entry level, middle management, leadership, up to business owners. The levels of clients plays a key role in the overall management of an account. During this one day seminar, we will cover:


  1. Qualities of an Account Manager

  2. 6 step process of Account Management

  3. 6 step process of Account Mismanagement

  4. Each of the steps will be discussed thoroughly and in detail.

  5. Account Management Case Study and Group Discussion

  6. 4 types of clients and their dynamics

  7. Challenges and Complications per client type

  8. The account management game and how to win it. Tips on dealing with clients

  9. Social Power Bases as a means of managing clients

  10. Signature Maverick Game Plan. How to know which client to prioritize

Who Should Attend

  • Account Executives, Managers, and those who handle accounts/partners/vendors etc.

  • Consultants

  • Those who handles or communicates to clients

  • Those who are point-of-contact of the clients/partners/accounts etc.

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