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SIM Professional Development

Strategic key Account Management

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Designed for the experienced account professional in the commercial, consumer, or not-for-profit professional, this program is tailored to help you identify hidden opportunities for improving the health of the account. With a systematic and thoughtful approach, you will learn how to intentionally develop and nurture your account, be it a relationship of revenue goal or both. For the experienced account leader, this program will provide practical ideas to analyse and engage with your account so that there is momentum to identify new opportunities together.

Benefits to You

This sessions is designed for professionals familiar with the routine of completing templates and forms as a current process within your organization. But inputs doesn’t translate to information until the information is interpreted along with strategic thinking and analysis. As such, this programs will help the learner to advance their strategic thinking and thus make better informed decision about their account development.


  • Identify which elements are crucial to evaluating the health of your account
  • Organize your accounts with a developmental approach from phase to phase
  • Understand the value of effective perceptions of your account management approach
  • Analyzing realistic growth opportunities within an existing account

If you want to take the lead in the account, you need to be able to know the levers essential to a strategic approach to handle your portfolio so that your resources are not wasted but optimized for optimal growth and development.

Conducted in a interaction manner, you will benefit from the program in the following ways:

  • Prioritize your key accounts for focus and development

  • Recognize the different phases of relationship building

  • Establish deep and wide listening posts in your account’s organization

  • Strategically analyse complex issues and win the customer’s respect

  • Craft practical techniques and ideas to improve your client engagement process

Programme Outline

Day One:

Principles of improving your bottom line with strategic account management

Four types of vendor relationships: Why your customer will pay more or less for your offering

How to analyse the health of your account position with a 360 view?

Account objectives: 4 areas that your objective must address

Day Two:

Internal Alignment: how to ensure internal support for your account objectives

SWOT Re-invented: How to create a unique value proposition for your position

3 facets of account relationship development essential to shielding you from the competition

Staying on top on complex organization buying committees to win their trust

Design and Delivery Methodology:

Interactive and engaging, lectures provide the framework coupled with case studies examples and research references while that is balanced simulated role play for participants to assimilate the techniques. Peer learning and self-reflections are used to assimilate the application for individual application.

Who should attend

Level 2: Supervisor, Executive & Emerging Managers

Level 3: New Managers

Level 4: Managers

The advanced course is tailored to address the needs of key account, business development, and sales force managers in charge of managing and growing accounts to the maximum potential. This program is suitable for any manager, even from the product or marketing departments, who need to understand the framework to profile, analyse and support the account. Decision-makers and Strategic Business Heads in charge of driving opportunity management will appreciate a customer-centric perspective to growing your business revenue.


Regina Chua is a corporate client engagement consultant with extensive experience in the regional marketing and business development in Asia Pacific primarily in Singapore, China and India. After a successful 15-year career with Fortune 500 corporations, she founded Discipline Dynamics, a boutiqu...
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