Key Accounts Certificate Program

Timing

April 21 - 23, 2026, Arlington, VA
8:30 am – 4:30 pm each day

Location

APPA's office (2451 Crystal Dr, Ste. 1000, Arlington, VA 22202). See “Hotel Recommendations” section below.

Program Description

Discover how to strengthen and grow the businesses in your community while enhancing your utility’s reputation and revenue. Commercial and industrial key accounts require focused, strategic attention—and the Key Accounts Certificate Program is designed to help you build strong relationships rooted in trust and loyalty. Whether you’re launching a new utility key accounts program or elevating an existing one, this curriculum equips you with the skills, knowledge, and practical tools needed to succeed. Participants learn from real world examples and gain access to templates and resources they can immediately 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 (April 21)
Developing Your Key Accounts Representative (April 22)
The Effective Key Accounts Toolbox (April 23)

Free Bonus Workshop!

Lead Without Speaking: The Nonverbal Communication Workshop

Friday, April 24
8:30 am – Noon

Explore the core principles of body language and practical techniques you can use to strengthen your communication and influence. Examine the five key channels of nonverbal communication and learn how to apply them effectively in both professional and personal settings. Gain insight into how your overall “vibe” shapes others’ perceptions and impacts group dynamics. The workshop also covers negotiation and facilitation strategies, including how to use body language to your advantage in negotiation and customer facing interactions.

This workshop expands on concepts introduced in the KACP, but it is not required for program completion. When registering, you’ll have the option to add this workshop to your cart if you’d like to participate.

Sample Agenda/Learning Outcomes

View a sample agenda and learning outcomes for this program [PDF].

Recommended for

Public power key account managers and representatives. It is also highly beneficial for utility staff involved in key accounts, including those working in customer service, business development, account management, and community relations. Supervisors, managers, and leaders responsible for developing or supporting key accounts programs will gain valuable insights, as will utility professionals seeking to strengthen relationships with large commercial and industrial customers.

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.

Delivery Method / Learning Environment

This program is delivered in a group-live format and features a variety of instructional methods, including lecture, individual and small group activities, group discussions, reflection exercises, practical application activities, and Q&A sessions. Hear real world examples, receive practical tools and templates, and connect with public power peers nationwide to exchange insights and best practices.

Course Level / Prerequisites / Advance Preparation

Basic Level: No prerequisites; no advance preparation.

What to Bring

Please bring a laptop, tablet, or smartphone to complete the online exam at the end of class.
- The exam will be conducted on the Alchemer platform during class.
- Complimentary Wi-Fi will be available, and access details will be provided on-site
All course materials will be handed out on-site in the classroom. You may also find a notebook and pen helpful for taking notes.

Accreditation

The following continuing education credits will be provided, after successfully completing the course (click "Accreditation" tab to review requirements).

Recommended CEUs .6/PDHs 6 (for each class)

Enrollment Fee*

	Before March 31	After March 31
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, President, Team Rheam Productions
Erick is a consultant, speaker, instructor, and author specializing in utility key accounts, leadership, and human dynamics. He has been involved in working at and with public power utilities for over 25 years, bringing deep expertise to his work with utilities, businesses, and professional organizations.

He delivers keynote presentations, in-depth education courses, and management consulting to utilities and industries nationwide, while also serving as head instructor for The Speaker Lab’s Master Speaker Program. Erick co-authored APPA’s Key Accounts Field Manual: A Guide for Public Power Professionals, authored the APPA Advanced Key Accounts Field Manual, and wrote his own book, Rise Above Chaos: The Five Principles to Discover Significance and Live in Peace.

Previously, Erick was Vice President of Business Development at Automated Energy, Inc., where he partnered with utilities across the country to deploy energy efficiency solutions and green technologies. He also led customer relations for the City of Loveland Water & Power, building award-winning key account programs that strengthened business relationships and improved customer service.

Erick began his career in public service as a Key Accounts Coordinator for the City of Anderson, IN, and served as a U.S. Army Military Police Officer, leading platoons and managing battalion logistics during deployments in Bosnia-Herzegovina and Germany. His diverse background in leadership, utility management, and military service informs his mission to help professionals discover significance and achieve success.

Disclosure: The instructor has no proprietary or financial interests in any products, services, or materials discussed in this course.

Questions?

Registration: Registration@PublicPower.org
Hotel: Meetings@PublicPower.org
Program/Content: Academy@PublicPower.org
Billing: Finance@PublicPower.org

Course Details

Courses are held from 8:30 am – 4:30 pm each day. View a sample agenda and learning outcomes for these courses [PDF].

1. Implementing a Customer-Focused Key Accounts Program (April 21)

Effective key accounts program management is vital for delivering strong customer service and supporting community growth. Learn the core elements of building and managing a successful key accounts program. Discover how to identify key accounts, demonstrate their value to your utility, gain internal and external buy in, and set measurable program goals. The curriculum also addresses financial and resource considerations, along with practical steps for preparing, launching, and sustaining your program.

Topics

Identify key accounts and understand their value to the utility
Determine financial, budgetary, and resource needs
Conduct customer research to assess needs and expectations
Secure buy in from leadership, colleagues, and the business community
Develop clear, measurable program goals
Launch a new key accounts program
Apply the four phases of program development
Refresh and strengthen an existing key accounts program

2. Developing Your Key Accounts Representative (April 22)

A strong key accounts program depends on skilled representatives who can build strategic, trust based relationships with your most important customers. This course focuses on the core skills needed for effective account management and customer engagement.

Learn the traits of successful key accounts representatives, how to build an effective team, and techniques for creating strong customer relationships. Discover the human dynamics behind successful key accounts work, apply tools like the 3x3x3 Relationship Rule, and develop strategies to stay organized, overcome common challenges, and support the growth of key account relationships.

Topics

Identify the traits of a successful key accounts representative
Build and structure an effective key accounts team
Strengthen relationships between key account staff and customers
Set clear, account specific goals and strategies
Create action plans for customer meetings and operational problem solving
Lead productive on site customer meetings
Apply effective communication and follow up practices
Use practical tips to stay focused and organized

3. The Effective Key Accounts Toolbox (April 23)

As competition grows in the public power sector, utilities need effective tools to strengthen relationships with key business customers. This course gives key account staff practical resources to understand customer challenges, offer tailored solutions, and add value through stronger, more strategic engagement.

Learn how to assess your standing with customers. how to evaluate key accounts tools, gain buy in for new resources, identify the elements of a successful annual meeting, and complete the steps needed to build a customer action plan that supports long term program success.

Complete the post-course exam and work through a template to start building your customer action plan.

Topics

Assess your current relationship status with key customers
Use customer relationship management tools and surveys to measure and strengthen engagement
Plan and facilitate an effective annual key accounts meeting
Harness the impact of customer advocacy
Review and evaluate emerging key accounts tools and program models
Collaborate with internal departments, power suppliers, associations, and joint action agencies
Develop and refine your own customer action plan

4. Lead Without Speaking: The Nonverbal Communication Workshop (April 24; 8:30 am - Noon)

Optional add on (free of charge)

Registration

Register now!

Registration Assistance: Review registration FAQs or contact Registration@PublicPower.org

Enrollment Fee*

	Before March 31	After March 31
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 14, 2026, are entitled to a refund of their registration fee, minus a $100 cancellation fee. Registrants who cancel after April 14 will not receive a refund, but attendee substitutions will be allowed. Registrants and no-shows who do not cancel by April 14 are responsible for the full registration fee and are not entitled to a refund.

Cancellation requests should be made through your APPA My.PublicPower.org user portal, or addressed to: Registration@PublicPower.org.
For more information regarding refund, complaints and program cancellation policies, please contact Academy@PublicPower.org.

Meals

Breakfast: Complimentary, 8 – 8:30 a.m.
Refreshments: Complimentary coffee, tea, sodas, and light snacks during breaks
Lunch & Dinner: On your own

Communication

24 hours after registering: You’ll receive a confirmation email within 24 hours of registering, which contains some preliminary information.
Seven days before: You’ll receive more detailed on-site information and logistical information at least seven days prior to the start of the event.
- If you don’t receive this, email Academy@PublicPower.org.

Dress Code

Casual to business casual. The meeting room can be cool, so dress accordingly.

Internet Access

Complimentary Wi-Fi will be available during the event (access info will be provided on-site).

Name Badges

Pick up your name badge at the APPA front desk. We recommend arriving by 8:00 am to enjoy breakfast and network before class.

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

Billing: Finance@PublicPower.org
Registration: Registration@PublicPower.org
Hotel/Travel: Meetings@PublicPower.org
Program/Content/Accreditation: Academy@PublicPower.org

Hotel & Travel Information

Hotels

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

Reservations: 800-233-1234
Group rate: $289/night (Single/Double)
Group code: 09978 (or reference the American Public Power Association -APPA) when making a reservation)
Online reservation link: VA Hotel Near DCA | Hyatt Regency Crystal City at Reagan National Airport
Airport transportation: Complimentary shuttle service is available to Ronald Reagan National Airport and the Crystal City Metro Stop. Rideshare services and taxis are also available.

For reference, access a PDF list of other nearby hotels.

Reservations & Cancellations

Please contact the hotel directly to reserve and manage your reservation. If you need assistance making reservations, contact Meetings@PublicPower.org.

Airports

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 Academy@PublicPower.org with travel questions.

Location

This course will be held at APPA’s office, 2451 Crystal Dr, Suite 1000, Arlington, VA 22202. Take the elevator to the 10th floor.

Travel Arrangements/Hotel Parking

Travel arrangements and costs associated with hotel parking are the responsibility of the participants. APPA will not reimburse for changes in travel expenditures regardless of the cause.

Contact Us

Billing: Finance@PublicPower.org
Registration: Registration@PublicPower.org
Hotel/Travel: Meetings@PublicPower.org
Program/Content/Accreditation: Academy@PublicPower.org

Accreditation

Earn While You Learn!

Participate in group-live programs to earn IACET Continuing Education Units (CEUs), and Professional Development Hours (PDHs).

Requirements for Successful Completion: In-Person

To receive a completion certificate with IACET CEUs (.6) and PDHs (6) for each course you must meet the following criteria:

Attendance: Sign in on the attendance sheet each day and attend the full course
- Monitored by the instructor and APPA staff
Active Participation: Engage in activities and discussions
- Observed and confirmed by the instructor and APPA staff
Pass Online Exam: Complete 100 multiple choice questions online during the last day of class. A score of 75% or higher is required to pass.
- You’ll have two attempts to pass the exam. Online results will be reviewed and verified by APPA staff.
Course Evaluations: Complete an online evaluation at the end of each class
- Tracked electronically and verified by APPA staff

Certificates will be available in your APPA user portal by May 5 (access details will be emailed).

Important Notes

No Partial Credit: Credit cannot be awarded for partial attendance.
Attendance Verification: Attendance is matched against association membership records and confirmed through each individual’s secure APPA user portal.
Completion Certificates: Certificates will be available within two weeks of course completion (by May 5) in your APPA user portal (access details will be emailed) for qualifying attendees.

Continuing Education Units (CEUs): The American Public Power Association 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. For information regarding certification status, attendance requirements and obtaining attendee transcripts, contact Academy@PublicPower.org. 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.