helping you create value, manage people and sell solutions

Major Account Management

Workshop Description

Consider the following scenarios:

  • Do you understand your major accounts well enough so that you can
    • Anticipate their needs and
    • Craft a compelling solution for them?
  • Or are you still providing your major accounts with services that they no longer need?
  • Are you building major account loyalty because your plans are perfectly aligned with your customers’ objectives?
  • Or are you finding that your actions and activities are not adding much value to your customers?
If the above situations related to you, then this course is for you.

Intended Audience

This is a fun and dynamic workshop for major account managers, business managers or customer service managers.

Workshop Objectives:

In this dynamic and motivational course, we will share with you how to:

  • Understand the true value of your services /solutions and be able to articulate them from your customer’s perspectives
  • Understand how your services /solution can be used to help your customer add value or save cost over long term, medium term and in the day-to-day operations
  • Position yourself as a Customer Value Improver and create a distinct difference in your solution from competing alternatives
  • Understand your customer needs better through Major Account Profiling
  • Anticipate your Major Account Need by proper and predictive account management
  • Know how to handle the Major Account across the Action Lifecycle
  • Sell higher up the customer’s organization

Workshop Content:

  • Introduction to Major Account Management
  • What is a Major Account?
  • 3 Tiers of Customers’ Management
    • Strategic
    • Tactical
    • Operational
  • Lifecycle stages of your Major Accounts
  • Selecting your Major Accounts
  • Planning for and with your Major Accounts
  • Major Account Profiling
  • Questioning and Probing Skills
  • Developing Major Account Management Strategies
  • Understanding Account Management Action Lifecycle
    • Preventive
    • Detective
    • Corrective
    • Reductive
    • Repressive
    • Recovery
    • Permanent
  • Operational Major Account Management
  • Handling Difficult Situations
  • Handling Difficult Customers
  • Disengaging your Major Accounts
  • Case Studies / Role Plays

Workshop Methodology

This highly motivational and dynamic workshop will be conducted with a good blend of instruction, role- plays and discussions. Participants are encouraged to bring their own major account issues and problems to the class for brainstorming and resolution.

Workshop Duration:

2 Days


  • Aventis School of Business, Concorde Hotel Annex (5 mins walk from Dhoby Ghaut MRT)
  • Or equivalent training venue within walking distance from MRT


  • Buffet lunch
  • 2 x Tea-breaks

Course Fee: $750
For enquiry, call (65) 6648-4439,

To register, download registrationform_2010 and fax to (65) 63828268