If you ever are involved in the more complex parts of key account management and selling, you might hear the following complaints from customers rather often:

  • You just don't understand our business
  • You don't substantiate what value we can get from this
  • You are just pushing your products and services, but what we need is something that works for us
  • You never give us innovative ways to solve our problems
  • and so forth.

With these concerns in mind, the "Key Account and Business Model Mapping" program was created as a result of 1-to-1 coaching with key accounts sales people from a variety of industries that involve complex key account situations across 13 cities in Asia.

This program has been tried, modified, and re-tested to make sure that sales people deliver sustainable business results for customers, especially in the Asian context.

After this training program, you shall be able to:

  1. Understand and anticipate key accounts' business needs so as to grow the account for the future
  2. Understand and build strong relationships with influential people of key accounts
  3. Allocate the right roles for each key account team member to service the key account as a team


  • 你并不了解我们的商务情况
  • 你不能保证我购买的产品的价值
  • 当我们只需要一个有效的方法的时候,你却只在推销你的产品和服务
  • 你从不给我们创新的方案来解决问题
  • 以及其他种种抱怨。



This Workshop consists of a lively series of short participative lectures conveyed using plain uncomplicated explanations. Learning will be facilitated through exercises and case studies. Ample seminar materials will be given to participants to serve as a constant source of reference to them. Ample time will be allotted for group discussion. 



8:45 AM - 10:15 AM
Morning session 1
1) Why do Account Planning? 为何做客户计划?- If changes happen faster than planning, why plan? 如果计划没有变...
1) Why do Account Planning? 为何做客户计划?
- If changes happen faster than planning, why plan? 如果计划没有变化快,为何还要做客户计划?
- Agile Planning 敏捷计划

2) Qualifying the Right Key Accounts 筛选合适的重要客户
-Who should, and who shouldn't be your Key Accounts 谁该,及谁不该,成为你的重要客户
- Using a matrix to select your key accounts and sales opportunities 如何使用一个矩阵来筛选你的重要客户及管件销售契机
- What kind of Key Accounts should have a higher priority? 哪些重要客户应该优先对待?
- Managing an optimal number of Key Accounts 限定重要客户的数量
view more
10:15 AM - 10:30 AM
Coffee Break
10:45 AM - 12:30 PM
Morning session 2
Profiling Your Key Accounts 分类你的重要客户- Are they a Bargainer, Friend, Dictator, or Strategic Part...
Profiling Your Key Accounts 分类你的重要客户
- Are they a Bargainer, Friend, Dictator, or Strategic Partner? 他们是否属于 讨价还价、朋友、独裁者 或 战略伙伴 等类别
- Does it mean that all good key accounts have to be Strategic Partner? 是否所有优质的大客户都必须是战略伙伴?
- How to deal with each type of Key Account? 如何应对不同类型的大客户?
view more
12:30 PM - 1:30 PM
Lunch Break
1:30 PM - 3 PM
Afternoon session 1
Introduction to Business Model Canvas 商业模式画布简介Value Proposition and Customer Engagement 价值主张与客户...
Introduction to Business Model Canvas 商业模式画布简介

Value Proposition and Customer Engagement 价值主张与客户关系处理

-Mapping value proposition to specific customer segments and/ or stakeholders 将价值主张映射到特定客户群和/或利益相关者
- Mapping every means to acquire, retain and grow customers 映射各个客户获取、留住及增长的方法
view more
3 PM - 3:15 PM
Coffee Break
3:15 PM - 4:30 PM
Afternoon session 2
Identifying the Key Influencers and Decision Makers了解谁是决策者及主要影响者- Who are the Endorsers, Decide...
Identifying the Key Influencers and Decision Makers

- Who are the Endorsers, Deciders, Assessors, Users and Coaches? 谁是客户内部的背书者、决策者、检测者、使用者和辅导者?
- What are their levels of influence on your sale? 他们对你销售的影响程度有多大?
- Are the Key Influencers supporting or against you? 主要的影响者是支持你还是反对你?

Case Study: How to work through the different Relationships in a Key Account 案例分析:如何梳理大客户中的各个关系
view more
4:30 PM - 5 PM
End of training
- Workshop Wrap Up
- Summary of Key Learning Points

Refreshments will be served during the coffee break for the attendees. Lunch at a nearby restaurant is also included with the ticket price.

Who Should Attend?

This workshop is designed especially for Key Account Managers, Customer Service people and anyone who is responsible to grow more business from existing customers



  • C.J. Ng

    C.J. Ng

    c.j.是美国培训与发展协会(ASTD)2009年国际大会的特邀演讲嘉宾,也是ASTD国际大会有史以来唯一受邀演讲的亚洲销售、领导力及体验式培训咨询师。他是一位值得您信赖的销售领域的咨询顾问,曾帮助许多跨国企业获得了在中国及其他区域销售业绩方面的显著突破。 迄今为止,c.j.已帮助:

    • 世界领先的化工企业如 赢创、帝斯曼 及 萨比克 的销售人员如何赢得更多更优质大客户,提升业绩。
    • 工业品行业领头羊如 施耐德、泰科 及 美铝 的 新任销售总监如何领导他们的销售团队,造就卓越销售团队
    • 全球汽车行业佼佼者如 华晨宝马、菲亚特克莱斯勒、德尔福 的经理提升领导力及各项沟通技能,以提高团队的作战能力


    与此同时,许多知名跨国公司如:戴姆勒、爱普森、Citrix、德州仪器、卡特彼勒、中国电信、江森自控、凯利空调、瓦克化工、艾仕德涂料、液体化工、GE医疗 、德尔格医疗、百特医疗、默克生化、伊斯曼化工、贺利氏、开利空调、飞利浦照明、中外运、欧莱雅、洲际酒店集团、美国运通企业信用卡、喜达屋 等也颇受益于 c.j.的经验和知识。

    c.j.是Marcus Evans、新加坡展览服务、新加坡管理学院的常邀演讲嘉宾,他是一位精通英中文的双语培训师,以中文为新加坡、马来西亚、和中国的众多听众进行了诸多培训。他同时也是国际讲师协会中国分会的创会会员。

    c.j.曾在新加坡管理学院、新加坡市场学院的会员杂志、以及《海峡时报》的刊物上发表了系列文章。c.j.拥有英国伦敦大学管理荣誉学位和De Montfort大学的计算机研究生学位证书。与此同时,他也是 Leadership IQ 在亚洲的首席培训师

    view more


Please use your own name and email when registering for a training session. Additional fees may apply if you fail to register under your own identity. 

A prepayment is required for all full-day training sessions. 


Half-day session training vouchers cannot be used for full-day training programs.


Member Ticket
Member Price RMB 3,650
Member Company Employee Ticket
Standard Price RMB 3,650
Non-Member Ticket
Standard Price RMB 4,650

Early Bird tickets will stop selling on November 4 at 11:55 PM.


  • All registrations shall be made online before the session. For full-day sessions, payment also shall be made before the session.
  • For full-day sessions, AmCham Shanghai members are eligible to attend at "Member Rate"; Employees who work at AmCham Shanghai member companies are eligible to attend at "Employee Rate"; Non-members are eligible to attend at "Non-Member Rate".
  • Limited spaces are available and attendance will be given on a first-come, first-served basis.
  • Members please bring your membership card and non-members bring your business card upon check-in at the training session.
Walk-in and Cancellation Policy
  • Cancellation: If you need to cancel your registration for a half-day session, please notify David Ma at (86 21) 6169 3016 or email david.ma@amcham-shanghai.org no less than 24 hours in advance. If you need to cancel your registration for a full-day session, please notify David Ma at least two weeks prior to the session for a full refund. Cancellation made within two weeks before the session will not be refundable.
  • To ensure that you have a seat, please come to the session on time. Open seats will be released to other guests 15 minutes after the session starts.


AmCham Shanghai Conference Center (Xintiandi)

27F, Infinitus Tower

No.168 Hubin Road, Huangpu District

Shanghai, China

If you have any questions please contact David Ma

Contact Organizer

+86 61693016

Show on map