Key Accounts 101

Key Accounts 101

May 6-7, 2019 | Atlanta, GA

This two-day seminar is targeted toward increasing the knowledge of the management and staff who work in or manage the Key Accounts (KA) department. Participants who are new to Key Accounts within their companies or utilities can significantly benefit from attending.

The seminar discusses and provides key accounts personnel with specific skills, technical knowledge and training which enables them to clearly understand and fulfill the key account manager’s role and responsibilities.

The attendee will learn how the department must interact with other interdependent departments. The seminar identifies opportunities, challenges and uncertainties facing the commercial and industrial key accounts resulting from the self-generation paradigm shift driven by technology, legislation and regulation.

Unlike many courses, this course will provide the participants with useful reference materials which will assist them as they work with their key accounts.

The seminar is presented in a professional manner which is not stressful. No one will be called on to participate, however, it is delivered in a way which strongly encourages questions and interactive discussions between the attendees and the instructor on the issues they are facing and the things they want to learn. It is not death by PowerPoint. The participants will have a fun and rewarding learning experience.

The following topics will be included in the intensive two-day seminar:

  • A history and background of why the key accounts function is so critical to companies and utilities
  • Tools for justification of the KA department
  • The role of the key account manager
  • How to organize and operate a well-run KA department
  • How to effectively interact with your key accounts
  • The seminar will discuss the current trends in distributed energy resources (DER); solar, and batteries which will drive the KA customer self-generation
  • DSM and Economic Development’s interaction with the KA manager will be discussed

Role playing will help the attendee learn the following in a non-threatening manor

  1. Pre-visit planning and data mining
  2. Setting up the in-person meeting with the KA
  3. How to effectively conduct the in-person meeting at the key account
  4. Meeting follow-up requirements

The attendee will be provided with a toolbox of ideas, processes and solutions to empower their position.

Learning Outcomes

  • Define the Key Account representative’s role as a service provider to internal and external customers and understand how those customers use and value the data provided
  • Identify the sources of key account data and information and where to research questions
  • Identify the key elements of an effective Key Account program
  • Differentiate between value added and non-valued added key account programs and services
  • Design and implement effective communication channels
  • Recognize the importance of pre-call planning
  • Compose the steps in an effective in person Key Account meeting
  • Identify the requirements and steps to revitalize a legacy Key Account Program
  • Recognize and adopt sound business etiquette practices



EUCI is accredited by the International Accreditors for Continuing Education and Training (IACET) and offers IACET CEUs for its learning events that comply with the ANSI/IACET Continuing Education and Training Standard. IACET is recognized internationally as a standard development organization and accrediting body that promotes quality of continuing education and training.

EUCI is authorized by IACET to offer 1.4 CEUs for this event.


Requirements for Successful Completion of Program

Participants must sign in/out each day, be in attendance for the entirety of the course

Instructional Methods

Highly interactive class, Case studies, PowerPoint presentations


Monday, May 6, 2019

8:00 – 8:30 a.m. :: Registration and Continental Breakfast

8:30 a.m. – 4:30 p.m. :: Course Timing

12:00 – 1:00 p.m. :: Group Luncheon

Developing A Focused Key Accounts Program

Section One

  • Course Introduction and Objectives
  • How to select Key Accounts
  • Key Account retention
  • Key Account mobility
  • Multiple product exercise
  • The Importance of a Key Account business plan
  • Customer Marketing & Sales Plan components

Section Two

  • Elements of a successful Key Accounts Program
  • Resources, leadership support, business community support
  • Relationships – external
    • Relationships – internal
  • Legacy Key Account program – issues and solutions

Section Three

  • At Risk Revenue determinations
  • Identifying Key Account program data and information needs
  • Key Account program mission statement
  • Mission statement exercise
  • Key Account program goals
  • Goals exercise

Section Four

  • Gaining interdepartmental commitment
  • Interdepartmental goals exercise
  • Budget development
  • Budget exercise
  • Program financials

4:30 p.m. :: Course Adjourns for the day

Tuesday, May 7, 2019

8:00 – 8:30 a.m. :: Continental Breakfast

8:30 a.m. – 4:00 p.m. :: Course Timing

12:00 – 1:00 p.m. :: Group Luncheon

Developing Your Key Account Representative 

Section Five

  • Course Introduction and Objectives
  • Single point of contact
  • Resource requirements
  • Core values exercise
  • The power of the first impression
  • Pre-planning the Key Account visit

Section Six

  • Preparing for the Key Account Meeting
  • Pre-call planning
  • Pre-call planning exercise
  • The meeting agenda
  • The onsite meeting

Section Seven

  • Key Account needs recognition
  • Needs recognition exercise
  • Open & closed ended questioning

Section Eight

  • Key Account products & services
  • Communication planning
  • Market analysis
  • Marketing channel strategies
  • Communication channels
  • Seminars for Key Accounts
  • The etiquette of business
  • Course summary and wrap-up

4:00 p.m. :: Course Concludes


Wallace L. Barron, President, Barron & Associates, Corporate Solutions, LLC

Mr. Barron has over four decades of experience in the electric energy industry. He is currently the President of the consulting firm, Barron & Associates, Corporate Solutions, LLC, located in Atlanta, which specializes in consulting to the energy industry in the areas of Key Accounts, Customer Service, Strategic Planning, Board leadership and governance, DSM, Marketing, and Competitive issues. He was the Vice President of DSM, Marketing, Customer Service & Distribution Technology at Florida Power Corporation in St. Petersburg, Florida. His responsibilities included all of the DSM programs, developing and managing the strategic plan for the distribution sector, Forecasting, Key Accounts, Rates, System Planning, Competitive Marketing, Market Research, Customer Service, Economic Development, Load Management and Load Research as well as the Distribution Engineering functions. He was responsible for the Customer, Energy, and Demand Forecasts from 1977 to 1990.  Mr. Barron also has extensive experience in the areas of System Planning, Pricing, Wholesale Marketing, and, Transmission Design, during his forty years in the energy industry and was president of two unregulated subsidiaries developing Cogeneration Projects. He is the past Chairman of the IEEE System Planning Subcommittee, the NERC Load Forecasting Working Group and the IEEE Load Forecasting Working Group.  He was Chairman of the EPRI Power Electronics & Controls Task Force.  Mr. Barron facilitates strategic planning activities for utilities and delivers a variety of Director and Policy Makers seminars on governance issues for the National Rural Electric Cooperative Association (NRECA), and the American Public Power Association (APPA). He has also taught at the Center for Professional Advancement in New Jersey, and engineering courses at the University of South Florida in Tampa and has also participated as a speaker in many IEEE, EEI, EPRI, NRECA, APPA and Statewide Association conferences. Mr. Barron holds a Master of Science Degree in Electrical Engineering from Mississippi State University.  Mr. Barron has been an expert witness in the areas of System Planning, DSM, Forecasting, Load Research, and Market Research and has submitted testimony on those topics in dockets before the Florida Public Service Commission and the Federal Energy Regulatory Commission.


Hyatt Regency Suites Atlanta Northwest

2999 Windy Hill Rd SE

Atlanta, GA 30067

Reserve your room:

please call 1-770-956-1234

Room Block Reserved For:

Nights of May 5 – 6, 2019

Room rate through EUCI:

$149.00 single or double plus applicable taxes
Make your reservations prior to April 8, 2019.



Key Accounts 101

May , 2019 | Atlanta, GA
Individual attendee(s) - $ each

Buy 4 in-person seats and only pay for 3! For this event every fourth in-person attendee is free!

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