Key Account ManagementSales

Enquire MoreRegister NowCorporate Courses

DurationTwo days
Course Dates30 Nov 2022 9:00am - 01 Dec 2022 5:00pm
23 Feb 2023 9:00am - 24 Feb 2023 5:00pm
11 May 2023 9:00am - 12 May 2023 5:00pm
23 Aug 2023 9:00am - 24 Aug 2023 5:00pm
20 Nov 2023 9:00am - 21 Nov 2023 5:00pm

Course Fee

Member $826.20
Non-Member $972.00
  • Members enjoy a 15% discount before GST
  • Group Discount (3 or more participants) - 10%
  • All fees are inclusive of 8% GST

Funding Available

    SDF Grant Amount: S$28.00
    Course Reference No.: TGS-2017500028
    SkillsFuture Credit
    (Individual Singaporean aged 25 and above)
    Pre-approved SkillsFuture funding of S$500.00

Click HERE for more info on SkillsFuture.


Managing key account the right way is a critical function of any customer-oriented business. Selling to these existing customers is one of the biggest untapped opportunities for revenue growth. Top performers in key account management experience significant revenue growth, higher profitability and greater year on year customer satisfaction.

This course is structured to enable participants to acquire the critical knowledge and skills needed to turn customer growth opportunities into growth realities. Participants will learn proven methodology and techniques in key account management that will allow them to systematically break new grounds.

Key Takeaways

Upon completion of this workshop, participants will be able to;

  • Understand how to develop a key account management framework
  • Understand what it takes to manage key accounts
  • Learn innovative techniques to acquire deep customer understanding
  • Learn critical tools to drive growth with key accounts
  • Learn goal setting and segmentation methodology on key accounts
  • Learn to develop a custom business plan
  • Learn performance review techniques and refinement on the business plan
  • Increase the rate of success to achieve desired results with key customers

Who Should Attend

Executives, Managers, Supervisors, Team Leaders, Frontline and Support Staff from diverse industries.

Programme Outline

Module 1: Introduction

  • Training objectives
  • Learning outcomes

Module 2: Definition and Model

  • The rationale behind KAM: Why is it essential? How does it contribute?
  • Learn the difference between traditional selling
  • How to create/understand the vision, objectives, benefits?
  • Learn about KAM model

Module 3: Roles & Competencies

  • What are the attributes that a key account person should have?
  • Mindset: understand the key account mentality
  • What are the accountabilities & competencies

Module 4: Customer Understanding

  • Understanding the customer’s organisation
  • Learn how to identify needs & objectives
  • Understand the buying process of the customers
  • Understand why decision making is important
  • Leveraging on SWOT
  • How do we use the Empathy Map to understand our customers?

Module 5: Customer Understanding part 2

  • Techniques to create Rapport building
  • Learn questioning techniques
  • Understand how active listening works
  • Reflection on the 1st-day workshop

Module 6: Selection & Prioritization

  • How to optimize the selection process?
  • Learn segmentation methodology
  • What are Growth Strategies to use?

Module 7: Defining Goals

  • Learn techniques for setting goals
  • How to maximize success with these goals?

Module 8: Business Planning

  • Understand the importance of a customer business plan.
  • What to include? Ability to create one.

Module 9: Alignment & Value Creation

  • Learn how to communicate the value
  • Understand the steps to create value

Module 10: Execution

  • Learn techniques on effective execution
  • Enforce key account managers as leaders. How?

Module 11: Performance Review

  • Learn new ways of effective performance measurement
  • Adjusting. How? What?


Lecture, Group discussion, Questionnaires/ Self-evaluation, Videos, the Hands-on exercise.


If you are interested in this corporate programme, please complete the following form and one of our representatives will get back to you as soon as possible.

I would like to receive marketing, advertising and promotional messages via:
(Please untick if you do not wish to receive)

MDIS values your privacy and we are committed to safeguarding your personal data in compliance with the Personal Data Protection Act 2012. By providing your personal details, you have authorised MDIS to share with you our marketing, advertising and promotional materials.

Quick Information

This course is structured to enable participants to acquire the critical knowledge and skills needed to turn customer growth opportunities into growth realities.

Contact Details

  +65 6842 6666