Key Account Selling and Management

by Cecilia Sim

Why You Should Attend This Course

Today’s clients are becoming more demanding and complex in the dynamic changing marketplace. High performing organizations are aware of the increasing importance of key accounts management (KAM) to penetrate partners’/customers accounts and to build stronger strategic alliances for business sustainability. In short, key account management is a practical way to achieve companies’ competitive advantage for long-term success.

This workshop provides key account management framework, process and tools for you to engage with the key accounts on a strategic level to build a profitable and sustainable relationship. You will learn planning, selecting the accounts (new or existing), conducting SWOT analysis for each key account, developing key management skills and using tools/worksheets for developing strategy and techniques that map to the seller and buyer organizational characteristics and operational behaviors.

  • Develop capability through adopting KAM framework, process and tools
  • Enhance the knowledge and skills in managing key accounts
  • Increase share of customer, rate of customer retention and revenue growth
  • Contrast sales approach versus key account Management
  • Understand the benefits, key success factors and best practices of KAM
  • Develop the characteristics and skills of a Key Account Manager
  • Plan and select key account through key account analysis
  • Understand key account’s market, customers and competition
  • Recognize the value creation approach in a buy-sell relationship
  • Penetrate key account to optimize business opportunities
  • Adapt to key account’s stakeholders, power and personality
  • Collaborate effectively with key account partners for deeper relationships
  • Apply useful tools and tactics to develop key account objectives, strategies and actions

All participants will be involved actively in the key account process for building KAM action plan as take away. Participants will be using a set of worksheets/matrixes/templates in the key account planning process. The learning activities include

  • interactive discussions and presentations,
  • skills-building exercises,
  • simulation/workplace case studies

Any sales executives or newly appointed salesperson who wants to master the art of fundamental selling skills. Also for sales professionals who want to refresh their sales skills.

Cecilia Sim, Corporate Facilitator

Cecilia strongly believes that people can develop their potential at both the personal and professional level. She is highly enthusiastic and motivated in facilitating participants to uncover and develop their personal and professional potentials. Being a practitioner, she facilitates and engages participants by using simulated real-life cases and practical examples to enhance their learning and application. Cecilia includes gap analysis training methodology and walks participants through the self-discovery process to review workplace experiences, highlight necessary changes, and revitalizes the next few action steps for personal development and better results.

She has strong people skills and cross-border experiences in working with participants across different industries and cultures in the region. Cecilia has more than 25 years of extensive industry experiences from her various roles as trainer/facilitator, pre-sales consultant, assistant director, and General Managers across the MNC, SMEs, and Start-ups of various industries including IT, education, membership, and management consulting. Her responsibilities for director and general management role include portfolio repositioning, change management, performance management and sales results of her team and organization.

Cecilia is a bilingual facilitator and has broad experience in facilitating training for thousands of companies from different industries. Her key competencies include corporate training, course development, mentoring, and management consultancy services in the areas of sales, marketing, management, communication and customer services. The participants in which she has conducted for public and in-house company training include C-level, senior managements, executives and professionals at local, regional and international levels.

Her partial list of corporate clients in addition to public seminars include A* Star, American Express, Bhutan Royal Insurance, Cargo Community Network, CrimsonLogic, Premier Rent-A-Car, Far East Organization, Ferring Pharmaceutical, Fugro Satellite Positioning, GFK, Güntner Asia Pacific, MTU Asia, Novartis (Thailand), Nitto Denko, Kennametal, Rutledge, Spa Esprit Group, City Bank, Chubb Singapore, Step Oiltools, Weatherford (Brunei), Sumitomo Chemical Asia, Pico Electronics, National Instruments, NTUC, Singapore Tourism Board amongst others.

Cecilia holds a Master of Business Administration from the University of Adelaide (Australia), and a Bachelor of Business Administration from the Northeastern University, Boston, USA (Honor, major in Management Information System). She also holds the WSQ Advanced Certificate in Training and Assessment (ACTA), and WSQ Certified trainer for Service Professional (CSP) trainer, GEMS (going the extra miles). She is a certified KPI professional by KPI Institute.


09 – 10 Sep 2021
09 – 10 Dec 2021

Course Fee


The class offers in-class or virtual learning
  • Time: 9am – 5pm
  • MIS Member enjoy 10% Discount
  • Register for 8 or more participants to enjoy 10% Group Discount