Key Account ManagementSales

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DurationTwo days
Course Dates15 Jan 2024 9:00am - 16 Jan 2024 5:00pm
11 Apr 2024 9:00am - 12 Apr 2024 5:00pm
25 Jul 2024 9:00am - 26 Jul 2024 5:00pm
07 Oct 2024 9:00am - 08 Oct 2024 5:00pm

Course Fee

Member $833.85
Non-Member $981.00
  • Members enjoy a 15% discount before GST
  • Group Discount (3 or more participants) - 10%
  • Course fees updated with 9% GST for 2024

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.

Trainer Profile

Clement Ng is an experienced corporate trainer, executive coach, EQ profiler and management consultant specializing in building competencies to transform organization and deliver superior results. His wealth of experience was garnered from over 20 years of corporate leadership positions within major listed companies and multinationals. In the past 18 years, he was actively involved in learning & development and facilitated in excess of over 200 workshops. He left his corporate leadership position to fulfill his passion in training. He possessed a wide base of industry knowledge and experience in high performing sectors: Banking & Finance, Pharmaceutical, Retail, FMCG, MICE, Luxury, Services, Consumer, Manufacturing, Projects, Architecture and Government. He has mentored and trained thousands of executives and professionals in leading organizations on commercial application within both B2B and B2C environment in the region. His unique methodology to understand, contextualize and customize to suit the requirements of the business environment quickly and accurately has earned him his clients’ trust and endorsement. He has a strong passion and desire to share his broad commercial knowledge and practical knowhow to impact learners and transform their work performances to achieve greater heights.

Clement was privileged to have work across the Asia Pacific, Africa and Middle East Region managing large businesses across multi-cultural structures and led high performance teams in the front line. Within his leadership capacity, he has managed company’s overall business strategies inclusive of overseeing Asia Pacific implementation and execution. Well verse in business management, he has consistently delivered exponential growth resulting in “Global Best Practice” case studies and engage clients over countless presentations.  He has also led many first in regional strategies and organizational thinking, creating a culture of positive mindset, redesigned customer experiential journey, improved sales force effectiveness, drive customer conversion ratio, inspired creative solutions to resolve complex problems in his pursuit of excellence in business management.


Clement has extensive training and mentoring experience providing knowledge transfer to over 100 global companies across all levels in multi sectors. His strong capability as a facilitator and unique delivery approach has ensured his consistent demand. His area of specialization includes hard skills to deliver ROI success and all critical soft skills etc. He is also a certified behavioral trainer in TetraMap, emotional intelligence psychometric assessor and has the ability to integrate behavioral science into the learning journey.

His initial ambition to be a trainer was sparked by a desire to transfer knowledge to people who needs it. Clement enjoyed his training role within the corporate environment and decided to embark on something close to his heart.  In his spare time, he enjoys reading and spending time with his young children. It is not easy to dedicate time in today’s busy environment. Hence, he believes in spending quality time with love ones whenever possible. He also believes in social causes to alleviate poverty and improve education among the young in rural countries.


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.

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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