Timing
Tuesday, May 6 – Thursday, May 8
8:30 a.m. – 4:30 p.m. each day
Location
APPA's office (2451 Crystal Dr, Ste. 1000, Arlington, VA 22202). See “Hotel Recommendations” section below.
Program Description
Discover how to support and grow businesses in your commu¬nity to enhance your reputation and revenue. Your commercial and industrial key accounts need special attention—the Key Accounts Certificate Program is designed to show you how to nurture strategic relationships and build trust and loyalty. Whether you plan to start a utility key accounts program or want to take your current pro¬gram to the next level, this curriculum provides the skills, knowledge, and tools for success. Learn from real-world examples and receive tools and templates to apply on the job.
The curriculum consists of three in-person courses (see "Course Details" section below for detailed descriptions).
- Implementing a Customer-Focused Key Accounts Program (May 6)
- Developing Your Key Accounts Representative (May 7)
- The Effective Key Accounts Toolbox (May 8)
Free Bonus Workshop!Lead Without Speaking: The Nonverbal Communication WorkshopFriday, May 9 Learn the principles of body language and techniques that can be used immediately to enhance communication and influence. Review the five body language channels and how to apply them at work and in life. Understand how your “vibe” affects others and alters the human dynamics of a situation. Learn negotiation and facilitation techniques and how to leverage body language to your advantage in negotiation and customer interaction settings. This workshop builds on concepts covered in the KACP, though is not required to graduate from the program. A checkbox option will appear after you register for the May 6-8 training, if you would like to attend this workshop. |
Recommended for
Public power key account managers and representatives. Other utility staff involved in key accounts, or those looking for professional development credentials, will also benefit.
Program Level
Basic: No prerequisites, no advance preparation.
Program Requirements
To earn this certificate, participants must complete the following requirements within one year of completing the in-person curriculum:
- Complete the required curriculum (3 courses noted above)
- Pass an online exam
The exam will be taken on the last day of class and consists of 100 multiple choice questions, based on the curriculum. You must score at least a 75% to pass. - Submit a customer action plan
Apply the knowledge you learned by developing a customer action plan (CAP) to demonstrate how your utility plans to address the needs of a selected account. You’ll receive plan guidelines, templates, and sample grading sheets that outline what is expected in each section during class.
Course Materials
You will receive hard copy materials when you arrive on-site at the training.
What to bring
- Please bring a laptop, tablet, or cell phone with you on the last day of the certificate program (Thursday), so you can take the online exam at the end of class.
Information on a key account customer that you intend to run through the Customer Action Plan (CAP) process. We will send you a detailed email a week in advance of the class on the info you should bring, for those interested in completing the CAP and graduating from the program.
Accreditation
The following continuing education credits will be provided, after successfully completing the course (click "Accreditation" tab to review requirements). Certificates will be available by May 30.
- Recommended CEUs 2.1/PDHs 19.5
Field of Study: Specialized Knowledge
Enrollment Fee*
| Before April 14 | After April 14 | |
| Members** | $2,800 | $2,950 |
| *The enrollment fee includes everything you need to participate in and receive your certificate: registration for the in-person courses, program enrollment fee, materials, exam and post-course project review, and graduation plaque. | ||
| **Nonmember fees are double the member rate. | ||
About the Instructor
Erick Rheam is an accomplished speaker, educator, consultant, and author on key accounts and human dynamics. He authored the APPA’s Advanced Key Accounts Field Manual: A Guide for Next Level Service and co-authored APPA's Key Accounts Field Manual: A Guide for Public Power Professionals.
He has been worked for and with public power utilities for 20 years, prior to forming his own company in 2020. He worked as a key accounts manager and customer relations division manager for public power utilities in Indiana and Colorado, managing industrial pretreatment, key accounts, mid-market, conservation, and marketing programs. Then he moved into an executive consulting role at Automated Energy, where he provided key accounts consulting services and education for public power utilities across the country.
Erick has been actively involved with the American Public Power Association since he entered the utility industry, serving in various leadership positions on the Association’s key accounts committee. He is a recognized expert in the field of utility key accounts—teaching courses, regularly speaking at industry events and providing customized consulting to utilities across the United States.
Erick is a graduate of the United States Military Academy and served five years in the United States Army as a Military Police Officer and Special Investigator.
Questions?
- Registration: [email protected]
- Hotel: [email protected]
- Program/Content: [email protected]
- Billing: [email protected]
Course Details
Courses are held from 8:30 am – 4:30 pm each day.
Implementing a Customer-Focused Key Accounts Program (May 6)
Discover how to engage key accounts customers and build programs around their needs, while focusing on the strategic needs of the utility. Learn how to build and implement a successful key accounts program—develop a clear and concise plan of action, assure adequate resources, get leadership and business community support, and procure commitment to maintaining and growing the program.
Topics
- Identify key accounts and their value to the utility
- Determine financial, budget and resource requirements
- Conduct customer research to determine needs and expectations
- Obtain buy-in from management, colleagues, and the business community
- Develop measurable program goals
- Launch a key accounts program
- Apply the four phases of key accounts program development
- Revitalize an existing key accounts program
Developing Your Key Accounts Representative (May 7)
Simply having a key accounts program does not ensure success. As customers become more sophisticated, trained account executives offer the utility a competitive advantage in managing and retaining key accounts. Learn essential account management and customer relationship skills.
Topics
- Identify the characteristics of a successful key accounts representative
- Assemble an effective key accounts team
- Create strong relationships between key account staff and customers
- Establish account-specific goals and strategies
- Develop an action plan to meet with customers and solve operational issues
- Lead an effective on-site customer meeting
- Review communications and follow-up
- Get tips and techniques for focus and organization
The Effective Key Accounts Toolbox (May 8)
As public power utilities face increasing competition, it is important to leverage every resource to obtain a competitive advantage. Key account staff must understand the challenges business customers are facing and partner to develop solutions and strategies. Learn about resources and tools you can use to build relationships, provide customized services, and add value for your key accounts. Complete the post-course exam and work through a template to start building your customer action plan.
Topics
- Determine where you stand with the customer
- Use customer relationship management tools and surveys to measure and enhance relationships
- Facilitate a key accounts annual meeting
- Leverage the power of customer advocacy
- Evaluate the latest key accounts programs and tools
- Work with other utility departments and associations, power suppliers, and joint action agencies
- Develop and review your own customer action plan
Hotel Informaiton
Please contact [email protected] before making non-refundable travel arrangements. We need to meet a minimum number of attendees to hold this in-person training.
Hotel Recommendations
APPA has a corporate rate at the Hyatt Regency Crystal City, though there are several other hotels within walking distance that you may choose from and find a lower rate.
Hyatt Regency Crystal City
2799 Jefferson Davis Highway
Arlington, VA 22202
- Group rate: $285/night (standard single/double room)
- Group code: 09978 (or reference the American Public Power Association (APPA) when calling to make a reservation)
- Online reservation link: VA Hotel Near DCA | Hyatt Regency Crystal City at Reagan National Airport
- Reservations: 800-233-1234
- Airport transportation: Complimentary shuttle service is available to Ronald Reagan National Airport and the Crystal City Metro Stop.
For reference, access a PDF list of other nearby hotels.
Registration
Register now!
Enrollment Fee*
| Before April 14 | After April 14 | |
| Members** | $2,800 | $2,950 |
| *The enrollment fee includes everything you need to participate in and receive your certificate: registration for the in-person courses, program enrollment fee, materials, exam and post-course project review, and graduation plaque. | ||
| **Nonmember fees are double the member rate. | ||
Cancellations/No-Show/Refunds/Substitutions
Registrants who cancel in writing on or before April 28, 2025, are entitled to a refund of their registration fee, minus a $100 cancellation fee. Registrants who cancel after April 28 will not receive a refund, but attendee substitutions will be allowed. Registrants and no-shows who do not cancel by April 28 are responsible for the full registration fee and are not entitled to a refund. Cancellations must be made in writing and emailed to [email protected]. If APPA cancels a course, you will receive a full refund.
Travel
Please contact [email protected] before making non-refundable travel arrangements. We need to meet a minimum number of attendees to hold this in-person training.
Ronald Reagan National Airport (DCA) is the closest airport to APPA’s office.
Other Washington, D.C., area airports include Dulles International Airport (IAD) – 26 miles away, and Baltimore/Washington International Thurgood Marshall Airport (BWI) – 30 miles away.
Contact [email protected] with travel questions.
Meals
A light breakfast, afternoon snack, and beverage breaks are included in the registration fee. All other meals are on your own.
Name Badges
Name badges can be picked up when you arrive at the APPA office, starting at 8 am.
Code of Conduct
Participants agree to abide by the APPA Code of Conduct. If participants engage in unacceptable behavior as outlined in the code, APPA may take any action it deems appropriate, including but not limited to, expulsion from the current and future meetings, with no warning or refund.
Contact Us
- Registration: [email protected]
- Hotel: [email protected]
- Program/Content: [email protected]
- Billing: [email protected]
Accreditation
Earn While You Learn!
Participate in APPA programs to earn Continuing Education Units (CEUs) and Professional Development Hours (PDHs).
What educational credits are available?
You can earn the following kinds of continuing education credits for attending in-person sessions—provided the following requirements are met:
Requirements for Successful Completion: In-Person
- Attendees must sign in each day, attend (and participate) in the entire course and complete an evaluation form at the end of each class
- Partial credit cannot be given for partial attendance
- Attendance is monitored by an APPA staff member and the instructor
- Completion certificates will be added within 3 weeks to member profiles on the APPA website (for those who meet the requirements)
Continuing Education Units (CEUs): The American Public Power Association is accredited by the International Association for Continuing Education and Training (IACET) and is authorized to issue the IACET CEU. For information regarding certification status, attendance requirements and obtaining attendee transcripts, contact [email protected]. Verify our IACET Accreditation.
Professional Development Hours (PDHs): The American Public Power Association’s educational practices are consistent with the criteria for awarding Professional Development Hours (PDHs) as established by the National Council of Examiners for Engineering and Surveying (NCEES). Course eligibility and number of PDHs may vary by state.
Questions?
- Schedule/Content/Accreditation: [email protected]
