HRD Corp Claimable Course
Two ways to take this course
In-house for Your Team
Tailored to your cases, at your premises or ours. It is an HRD Corp Claimable Course (SBL-KHAS).
Get a QuotePublic Class
- 16–17 Nov 2026
- 13–14 Jan 2027
- 15–16 Feb 2027
RM 3,500 per person
Also available as private 1-to-1 coaching. Ask about coaching
Also available live online on MS Teams or Zoom.
What you will be able to do
- Get sales opportunities in key accounts
- Map the buying process flow of decision makers
- Get proposals accepted and budget allocations done
- Create a key account go-to-market action plan
Who should attend
Sales teams and pre-sales teams who do B2B and B2G sales. Participants learn to find opportunities, identify buying groups, report sales pipeline progress and plan account-specific sales activities, and are guided on how to create an account-based marketing (ABM) campaign.
Pre-requisites: SPM, diploma or degree holder
What Is Key Account Management?
Key account management (KAM) is how you sell to your most important customers. A key account buys often or buys large. It has many buyers, many approvers and a long purchase process. To win and keep these accounts, your team acts as a trusted advisor.
Key Account Management Training for B2B and B2G Sales
Key Account Management (SA-KAM) is a two-day course for B2B and B2G sales teams. Sales and pre-sales staff learn to find opportunities and map the decision makers. They also learn to control the sales pipeline and plan account-based marketing (ABM) campaigns. Each participant leaves with a key account go-to-market action plan.
What Your Team Does in Two Days
- Day 1 morning: find opportunities with SPIN questions and act as a trusted advisor.
- Day 1 afternoon: map the buying centre and find the sales risks in the account.
- Day 2 morning: manage the purchase process, handle objections and ask for the order.
- Day 2 afternoon: plan the ABM campaign and the sales actions for a target account.
Each half day ends with a group presentation. See the next public dates on the Key Account Management class page.
Other Courses for Key Account Teams
These courses help teams that sell to key accounts:
- Tender Bids Management (SA-TM): write tender proposals that win, and manage the tender process.
- Managing Project Bids, Execution and Delivery (SA-PBD): bid for projects, then control the delivery and the payment collection.
- Sales Management (BM-SM): set sales KPIs and control the risks to your sales plan.
Read More About Key Accounts
Class in action
Programme by day and module
Day 1
9.00am to 12.30pm
Module 1 · Finding Opportunities | Being a Trusted Advisor
Participants are introduced to the concept of the trusted advisor. They learn how to use sales probes and SPIN questions to discover opportunities in their accounts, and how to build their brand persona in a key account.
- Opportunities and the trusted advisor role Lecture
- Getting started with the trusted advisor role and consultative selling Workshop
- Presenting the key account call plan Group Activity
12.30pm to 1.30pm · Lunch break
1.30pm to 5.00pm
Module 2 · Getting Leverage | Identifying the Decision Makers
Participants learn about organization systems and how to identify decision makers. They learn how to see the approval process for budget allocations, sales and payments, how to spot sales risks in the account and how to respond to them.
- Buyer circles and the types of decision makers Lecture
- Getting started with buying center mapping and account risk analysis Workshop
- Presenting the sales probes to manage sales risks Group Activity
Day 2
9.00am to 12.30pm
Module 3 · Sales Pipeline Control | Managing the Purchasing Process
Participants learn how to influence purchasing processes and controls, and how to differentiate and influence stakeholders. They learn how to build and check the sales pipeline and sales progress in an account, handle objections and ask for the order.
- Sales pipeline and the purchasing process Lecture
- Sales pipeline conversations and sales role plays Workshop
- Presenting the sales pipeline stakeholder management plan Group Activity
12.30pm to 1.30pm · Lunch break
1.30pm to 5.00pm
Module 4 · Target Accounts POA | Crafting the ABM Campaign
Participants learn the specific activities required to market, influence and sell to accounts, and how to build relationships and leverage social capital. They learn how to plan the sales actions and sales tools needed to sell and build the sales pipeline in accounts.
- Key account sales and marketing activities Lecture
- Creating the stakeholder engagement call plans Workshop
- Presenting the ABM POA campaign plan Group Activity
How the course runs
Before
Training Needs Survey
During
Training: practice on your own work
After
- Learning Assessment
- Post-Training Implementation Plan
- Course Evaluation (TEE)
- Certificate
What Is Included
- Course handbook for every participant
- Workshop activities, guided and coached by the trainer
- An assessment test at the end of each module
- Your contribution and reflection in the group activities are evaluated
- HRD Corp Training Effectiveness Evaluation (TEE) feedback after the course
Certificate
- Certificate of Attendance: for every participant who attends at least 75% of the course and scores below 50% in the assessment.
- Certificate of Achievement: for participants who attend at least 75% of the course and score 50% to 79% in the assessment.
- Certificate of Competency: for participants who attend at least 75% of the course and pass 80% of the assessment.
Trainers
What participants say
The trainer was knowledgeable, and able to present the topics well. Overall, a productive training session.
The presenter was very interactive during the course and ensured we understood every module before proceeding to the next module.
I learned new analysis models, knowledge and different point of view of my colleagues in handling clients’ issues and obstacles.
it has activity that reflect to my current situation to get it solved and advise from trainer
The practical implementation via canvas and role play
All examples given are relevant
This is truly a great training as it allows us to bridge the gap on our understanding.
The exercise that helps me on understanding more on the task that I have done all these while
Refresh and explore a new strategies matrix to apply my current work.
I have learned on approaching client using SPIN probes discovering meeting.
The knowledge was focused primarily on how to manage a sales account and how to maintain the business without losing it
The engagement between trainer and participant are good and the trainer is very experienced.
Very detailed training, with time to use the canvas for team discussion and brainstorming.
Fees and HRD Corp funding
- Public class: RM 3,500 per person
- In-house and group fees: quoted for your team size and dates.
Employers registered with HRD Corp can claim this course against their levy. How claiming works
Frequently asked questions
Who should attend Key Account Management?
Sales teams and pre-sales teams. Participants should hold SPM, a diploma or a degree.
How long is the course?
2 days (14 hours), 9.00am to 5.00pm each day, with a lunch break from 12.30pm to 1.30pm.
Is this course an HRD Corp Claimable Course (SBL-KHAS)?
Yes. It is an HRD Corp Claimable Course (SBL-KHAS). Employers registered with HRD Corp can claim it against their levy.
Can we run it in-house or online?
Yes. You can run it in-house at your premises or ours, join a public class in Petaling Jaya, take it as private 1-to-1 coaching, or attend live online on MS Teams or Zoom.
How much does the public class cost?
RM 3,500 per person. In-house fees are quoted for your team size and dates.
What certificate do participants receive?
Every participant who attends at least 75% of the course gets a certificate. The assessment score sets the certificate: Certificate of Attendance (below 50%), Certificate of Achievement (50% to 79%) or Certificate of Competency (pass 80% of the assessment).
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Get a Quote
Tell us your team size, preferred month and location, and we will send a quotation.